- I enjoy helping others and giving back to the community
- photography and visiting art galleries
Chelli Edri
West End,QLD
Summary
Creative and strategic, I am committed to giving expert marketing, communication and media advice that delivers on the strategic goals. I have over eight years government experience and over 10 years experience working on innovative campaigns and projects. I am an AMI Certified Practising Marketer and photographer.
My marketing, communications, engagement, media and creative experience coupled with my collaborative management style, makes me an asset to any hands-on leadership team looking to develop and expand their strategic communications impact and advance their projects and market share.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Private Consultant
Entrepreneurs Pty Ltd
01.2021 - Current
- In-store marketing and design solutions for Tiger Lane (new food precinct in Canberra City).
- Design and construction of original sculptural wall art. (2024)
- Social media and in-store campaigns for Little Jeans Cafe (2021)
- Strategy and design work for AquaPura (Italy) 2021
- Strategy, social media, video and comms for LYCON Cosmetics (2024) - 3 months
Private Consultant
Assenet Properties Pty Ltd
01.2022 - Current
- Consulting to Assenet Properties Pty Ltd giving communications advice. (2022 to present)
- Design and implementation of the Assenet Properties website.
- Photography for Assenet events, digital and print solutions.
Senior Communications Officer A06 - Contractor
Queensland Public Trustee
06.2025 - 09.2025
- social media management - editing and writing
- events support
- website articles
Senior Media and Social Media Officer A06 - Contractor
Queensland Community Recovery
02.2023 - 04.2025
- Contracted as communications and media relief for the Community Recovery team.
- Based in the communications team providing reporting, media monitoring, social media responses using messaging consistent with messaging I developed in the same contract last year, but for a different department and different clientele.
Senior Communications & Engagement Officer A07 - contractor
Queensland Department of Education - Infrastructure division
09.2024 - 12.2024
- Contracted as communications resource for infrastructure projects
- Worked with internal and external teams to meet project objectives.
- Provided on-the-ground support for public information sessions & managed multiple stakeholders
Senior Communications & Media Advisor A06 - contractor
Queensland Department of Treaty, Aboriginal and Torres Strait Islander Partnerships, Communities and the Arts
01.2024 - 03.2024
- Contracted as communications and media relief for the Community Recovery team.
- Based in the communications team providing clips, media monitoring, social media responses
- Re-developed processes and edited the communications strategy for QLD disaster relief
Senior Media Advisor A07 - Contractor
Ipswich City Council
04.2023 - 12.2023
- Development of media releases, speaking notes, interview points, mayor messages
- Internal and external communications
- Reporting
- Proactive and reactive media responses
- Pitching of ideas and stories
- Photography and coordinating media opportunities
- Development of messaging and marketing content
- Research and fact checking
Principal Communications Officer A07
Queensland Revenue Office
06.2022 - 10.2022
- Contracted to develop and execute an end of financial year campaign online and in print.
- Wrote and edited content for website
- Two reports and five indirect reports.
- Short contract to fill-in during interview process of pre-selected internal short-listed candidates
Senior Communications Advisor EL1
Australian Digital Health Agency
01.2022 - 06.2022
- Communications and marketing activities for a new 'my health' app.
- Wrote content for the app and website
- Development of communications strategy and action plan (to be executed by APS staff)
- Internal and external communications & engagement
- Project management of key communication milestones
- Research and strategy work around the creative advertising campaigns
Senior Communications Advisor EL1
Bureau of Meteorology (BOM)
10.2021 - 12.2021
- Advise and deliver on communications strategies
- Creation of communications plan for new website
- Wrote content for internal communications and website
- Minister talking points
- Internal communication pieces
- Internal and external stakeholder engagement
Group Marketing Director
GTC Legal Group Pty Ltd
06.2021 - 09.2021
- Contract to establish the marketing team and create the strategy and action plan for the website and GTC group on behalf of the directors who would manage the team moving forward.
- Recruitment of the marketing team - redevelopment of the website
- Key customer segments, develop segmentation and targeting strategies
- Writing and editing of the marketing strategy, action plan and sales funnel
Chief Marketing Officer
Wendy Christina - Premium Eco-Friendly Skincare
03.2020 - 01.2021
- Through UBranding Pty Ltd, I ran all marketing functions, key messaging, producing and tailoring content, (blogs, social and EDM's) creating tactical campaigns and tailored integrated solutions for her business. The site was built on Wordpress and WooCommerce
- I used Facebook Business Suite, customised CMS systems, Mail Chimp, HootSuite and Google Analytics, Adwords and Tag Manager along with Yoast SEO. While I did some photography and graphic design myself, I also worked with external agencies and contractors (web developers, graphic designers, photographers, printers and influencers). Campaigns were scheduled based on market data and target customer demographics.
- While in this role, the business saw a 140% uplift in sales revenue due to my creative communications, campaigns and marketing strategy. I also forged relationships with influencers in Germany to advance the products into the European Market.
- Developed and led all marketing functions for on-line business
- Website management including editing and writing content
- Content design and e-commerce
- SEO optimisation, SEM, Google Analytics
- Development of marketing strategy and 5-year plan
- External engagement with suppliers
- Creation of marketing materials for B2B & B2C
- Influencer management & stakeholder engagement: national and internationally
- Packaging design & production including graphic design
- Management of social media: Facebook, Instagram & LinkedIn - digital campaigns
- Facebook Ads Manager, targeted digital marketing campaigns both paid and organic
Media and Communications Assistant Director EL1
Murray-Darling Basin Authority (MDBA)
10.2019 - 01.2020
- Four-month contract for address the trolling they were receiving online. Through my strategy work, they managed to reduce trolling by 80% and had a plan moving forward.
- Development of a strategic six-month social media communications plan.
- Re-development of social media policies and guidelines
- Social media content creation paid and organic: Facebook, Twitter and LinkedIn
- Staff management, risk management
- Stakeholder engagement, including media management
- Wrote and edited media releases, minister and stakeholder talking points Media
- Monitoring and digital reporting: Google Analytics.
Government Contractor based in Canberra
Australian Federal Government
01.2017 - 01.2020
- All ACT contracts are listed below:
Strategic Communications Advisor EL1
Department of Infrastructure-Inland Rail division
03.2019 - 10.2019
- Eight-month contract to review the website and write a new digital strategy for Inland Rail
- Development of the strategic 12-month communications and implementation plan
- Website content creation: print assets (banners, posters, flyers) and digital content (social media and web)
- Procurement: contracts up to one million dollars Customer journey and customer profiling Management of external contractors (graphic designers, videographers, photographers and researchers)
- Coordinated, researched, drafted, reviewed and facilitated approvals for Ministerial and internal briefing materials.
- Developed social media policies and risk management strategy for Inland Rail
- Stakeholder engagement: internal and external, proactively identifying potential stakeholder issues and developed mitigation strategies.
- Website maintenance, advice and changes
Internal Communications Adviser, AP6
Department of Prime Minister & Cabinet
09.2018 - 02.2019
- Contracted for six months a 50/50 split between running the media department (photography and video) and writing for their internal change management agenda.
- Digital Campaign management: created social media campaign for the Australia Day Awards editing of reports and on-line content Facebook data analysis
- Photography: staff and minister portraits
- Wrote internal content for the intranet
- PowerPoint presentations – presented to staff on how to take better photos and cataloged their equipment.
Digital Communications Manager EL2
Fisheries Research Development Corporation (FRDC)
02.2017 - 09.2018
- 18 months - 2 contracts. I was originally contracted to establish the Australian Fish and Chips Awards and three months in was asked to take over the website redevelopment projects and all communications for the FRDC.
- Project management of the National Fish and Chips Awards 2017 & 2018 (won an AMI award 2017)
- Managed digital marketing functions for FRDC brands (paid and organic social + Adwords)
- Digital content creation/social media management across seven social media platforms and for five websites.
- Development of 12 month marketing campaigns which met ROI staff management
- Managed external contractors: photographers, designers, developers, printers, writers and scientists.
- Stakeholder engagement: board members, industry, government, media and the public.
- Management of website re-branding projects across 5 websites Marketing strategy and policy refinement, budget reconciliation and projections Strategy to implement priorities through digital communications for five-year plan 2015-2020
- Wrote and edited website content and magazine content
- Google Analytics & Facebook data analysis & reporting
- Best practise advice for social media and risk management
- Market research and customer journey testing
- Marketing campaign development and implementation, including national event management Procurement and purchasing powers up to $15,000.
Education
Industry Certification: Certified Practising Marketer (CPM) - Marketing
Australian Marketing Institute
Sydney, Australia06-2017
Post Graduate Certificate in Marketing and Advertising - undefined
University of Technology Sydney
01.1999
Bachelor of Fine Arts - undefined
University of NSW
Sydney01.1997
Industry Certificate: SEO - SEO
LinkedIn Learning
Online01-2023
Industry Certificate: Google Analytics - Business Analytics
Australian Marketing Institute
Sydney, Australia01-2018
Industry Certification: Mobile Video Creation - Social Media Content Creation
Australian Film And Radio School
Sydney, Australia01-2018
Industry Certification: Certificate IV in Business - undefined
Clearly Business
Sydney, Australia01.2015
Skills
- Marketing all-rounder - Media
- Government communications
- Photography - Design - Engagement
- Strategic campaigns
- Strategy Planning - Data analysis
- Collaborative team manager and player
- Events management
- Campaign management
- Stakeholder engagement
- Strategic communications
- Media relations
- Social media management
- Digital marketing strategies
- Content creation
- Website development
- Project management
- Brand development
- Campaign execution
- Photography skills
- Communications strategy
- Event management
- Performance analysis
- Crisis communications
- Market research
- SEO optimization
- Copywriting and editing
- Graphic design collaboration
- Data analytics
- Industry expertise
- Problem-solving
- Time management
- Attention to detail
- Multitasking and organization
- Integrity and honesty
- Team collaboration
- Verbal and written communication
- Decision-making
- Team leadership & development
- Work Planning and Prioritization
- Customer relationship management
- Analytical thinking
- Project leadership
- Training and development
- Risk assessment
- Staff management
- Client engagement
- Public speaking
- Client relationships
- Strategic planning
- Sales strategy
- Cultural awareness
- Performance tracking
- Cost analysis
- Budget management
- Change management
Affiliations
- Board Committee Member: Art Gallery of NSW
- 4 years with the under 40's young members group
- Board Committee Member: Double Bay Chamber of Commerce
- 2 years as a general committee member
Certification
Certified Practising Marketer
Interests
Timeline
Senior Communications Officer A06 - Contractor
Queensland Public Trustee
06.2025 - 09.2025
Senior Communications & Engagement Officer A07 - contractor
Queensland Department of Education - Infrastructure division
09.2024 - 12.2024
Senior Communications & Media Advisor A06 - contractor
Queensland Department of Treaty, Aboriginal and Torres Strait Islander Partnerships, Communities and the Arts
01.2024 - 03.2024
Senior Media Advisor A07 - Contractor
Ipswich City Council
04.2023 - 12.2023
Senior Media and Social Media Officer A06 - Contractor
Queensland Community Recovery
02.2023 - 04.2025
Principal Communications Officer A07
Queensland Revenue Office
06.2022 - 10.2022
Private Consultant
Assenet Properties Pty Ltd
01.2022 - Current
Senior Communications Advisor EL1
Australian Digital Health Agency
01.2022 - 06.2022
Senior Communications Advisor EL1
Bureau of Meteorology (BOM)
10.2021 - 12.2021
Group Marketing Director
GTC Legal Group Pty Ltd
06.2021 - 09.2021
Private Consultant
Entrepreneurs Pty Ltd
01.2021 - Current
Chief Marketing Officer
Wendy Christina - Premium Eco-Friendly Skincare
03.2020 - 01.2021
Media and Communications Assistant Director EL1
Murray-Darling Basin Authority (MDBA)
10.2019 - 01.2020
Strategic Communications Advisor EL1
Department of Infrastructure-Inland Rail division
03.2019 - 10.2019
Internal Communications Adviser, AP6
Department of Prime Minister & Cabinet
09.2018 - 02.2019
Digital Communications Manager EL2
Fisheries Research Development Corporation (FRDC)
02.2017 - 09.2018
Government Contractor based in Canberra
Australian Federal Government
01.2017 - 01.2020
Post Graduate Certificate in Marketing and Advertising - undefined
University of Technology Sydney
Bachelor of Fine Arts - undefined
University of NSW
Industry Certification: Certificate IV in Business - undefined
Clearly Business
Industry Certification: Certified Practising Marketer (CPM) - Marketing
Australian Marketing Institute
Industry Certificate: SEO - SEO
LinkedIn Learning
Industry Certificate: Google Analytics - Business Analytics
Australian Marketing Institute
Industry Certification: Mobile Video Creation - Social Media Content Creation
Australian Film And Radio School