Daniel Fary
Collingwood,VIC
Summary
I’m a creative, driven and experienced people-first leader with a strong focus on strategic partnerships and stakeholder engagement. I use data to make decisions and focus on solutions, not problems. I have a proven history of marketing strategy, communications campaigns, stakeholder engagement and project management.
Overview
13
13
years of professional experience
Work History
a/Director, Public Communications
Australian Signals Directorate
Melbourne
02.2026 - Current
- Provide strategic advice to and manage executive relationships (Band 1, 2 and 3)
- Lead strategic partnership function with key external partners to align priorities, co-deliver initiatives and leverage partner channels
- Create a high-performance team culture of continuous improvement and accountability
- Develop annual section strategy
- Lead annual budget setting, forecasting, and accrual management
- Recruitment, workforce planning (ASL 12) and resource allocation
- Oversee all paid advertising activity for the agency, ensuring strategic alignment and value for money
- Procurement, contract and relationship management with external suppliers
Associate Director, Public Communications
Australian Signals Directorate
Melbourne
05.2025 - 02.2026
- Lead project management, scheduling, planning and end-to-end delivery of large-scale advertising and communications campaigns
- Managed campaign budgets, ensuring alignment with project objectives and monitoring expenditure for financial accountability
- Oversaw measurement and evaluation of advertising activity, providing insights to inform future strategies
- Build and maintain strong working relationships across government and industry partner organisations
- Maintain strong stakeholder relationships across Home Affairs, the Department of Finance, and other federal government agencies to ensure compliance
- Lead procurement activities for paid advertising and specialist communications
- Provide best practice advertising and communication advice
- Supervised, coached, and developed geographically dispersed team of three, enhancing team capabilities and performance
- Develop communications material like booklets, websites, talking points, presentations and briefs
- Day-to-day contract management of external suppliers
Marketing Manager
University of Canberra
Canberra
01.2020 - 05.2025
- In-house development, implementation, optimisation, and evaluation of domestic campaigns
- Partner with external agency to strategise, implement, optimise and review international campaigns
- Developed, executed, and evaluated annual communications plan to support marketing goals
- Strategise, plan and deliver bespoke marketing campaigns and email communications
- Monitor and optimise paid activity using AB testingand analytical tools and in-platform data
- Build, test and deploy marketing emails and SMS’ to database of 210k future students
- Created, proofed, and edited marketing collateral including brochures, emails, and landing pages to align with brand and tone of voice
- Conceptualise campaign creative with internal graphic designers
- Planned, managed, and delivered photoshoots, videoshoots, and voice-overs for creative projects
- Manage university-wide requests for marketing and communications support
- Stakeholder engagement and negotiation of marketing briefs
- Supervise, coach and development 2 direct reports
- Managed and tracked budgets for marketing initiatives, ensuring alignment with financial objectives
Associate Director, Marketing
University of Canberra
Canberra
02.2023 - 02.2024
- Develop and implement the annual Domestic and International Marketing Strategy and Campaign Calendar
- Oversee the development, implementation and optimisation of all major and minor university marketing campaigns (domestic + international)
- Oversee all marketing collateral and activity to ensure alignment between content, brand and tone of voice
- Provide robust, data-driven marketing strategy and advice to a range of senior internal stakeholders and executives
- Oversaw international and domestic partnership marketing to enhance collaboration and drive brand visibility
- Management of 4 direct reports and oversight of 12 staff
- Strategically allocate team resource to prioritise student growth and lead generation
- Manage 1.8m advertising budget and track 5.8m operating budget
- Develop go-to-market strategies for new university products (messaging, market research and channel selection)
- Manage the university’s email marketing platform Marketo for compliance and information integrity
Media Strategist
University of Canberra
Canberra
03.2022 - 06.2022
- Devise and implement campaign strategies to meet strategic business objectives
- Recommended targeted media mixes to effectively reach audiences and achieve campaign objectives
- Planned and executed paid media strategies in-house to drive campaign performance.
- Negotiated and secured advertising placements across OOH, radio, television, and cinema channels
- Advised university on strategic paid media practices to enhance campaign effectiveness
- Trained and coached marketing analyst to optimize advertising activities and identify trends.
Marketing Coordinator
La Trobe University
Melbourne
01.2017 - 01.2020
- Supervised 3 marketing officers, ensuring alignment with campaign goals
- Scheduled, wrote, and reviewed annual communications plan to enhance messaging consistency
- Copy curation for print and digital assets such as eDM's, landing pages, brochures, booklets and guides
- Coordinated small, medium, and large student recruitment events, expos, and open days to maximize outreach and engagement
- Liaise with internal marketing campaigns team and external creative and media agencies
Marketing Officer
La Trobe University
Melbourne
01.2016 - 01.2017
- Curated content for emails, brochures, landing pages, and booklets to enhance engagement with prospective students
- Assisted in delivering events, trade expos, presentations, and recruitment initiatives to attract prospective postgraduate students
- Reported and evaluated student recruitment activities to inform strategy and improve future initiatives
- Case management and lead nurture of prospective postgraduate students and their inquiries
Personal Banker
Bank of Melbourne
Melbourne
01.2013 - 01.2016
- Executed upselling and cross-selling strategies, effectively addressing objections to increase product adoption.
- Delivered customer service and executed outbound sales activities to enhance client engagement.
- Communicating personalised banking advice
- Coordinated local area marketing and managed customer relationships to strengthen community presence.
Education
National Security Foundations
National Security College
05-2026
Behavioral Economics
ADMA
01-2024
Introduction to SEO
University of Sydney
01-2022
Digital Marketing Strategy
University of Canberra
01-2021
Clear Writing for Effective Communication
RMIT University
01-2016
B. of Business - Marketing
La Trobe University
01-2014
Skills
- Government advertising campaigns
- Partnership management and marketing
- Government procurement
- Budget management
- Marketo, Google and Meta Ads Manager
- LinkedIn Campaign Manager, Spotify Ad Studio, TikTok Ad Manager
- Adobe Analytics
- Google Search Console
- Photoshop, InDesign
References
Available upon request
Security Clearence
- TSPV, 2025
Timeline
a/Director, Public Communications
Australian Signals Directorate
02.2026 - Current
Associate Director, Public Communications
Australian Signals Directorate
05.2025 - 02.2026
Associate Director, Marketing
University of Canberra
02.2023 - 02.2024
Media Strategist
University of Canberra
03.2022 - 06.2022
Marketing Manager
University of Canberra
01.2020 - 05.2025
Marketing Coordinator
La Trobe University
01.2017 - 01.2020
Marketing Officer
La Trobe University
01.2016 - 01.2017
Personal Banker
Bank of Melbourne
01.2013 - 01.2016
National Security Foundations
National Security College
Behavioral Economics
ADMA
Introduction to SEO
University of Sydney
Digital Marketing Strategy
University of Canberra
Clear Writing for Effective Communication
RMIT University
B. of Business - Marketing
La Trobe University