Help & Support Website Transformation
Redesigned Telstra’s Help & Support site, improving content strategy, SEO, and UX. Consolidated 80+ pages, enhanced navigation, reduced 35K monthly assurance calls, and increased discoverability for 750K+ monthly visits.
Cyber Security & Safety Experience
Redesigned Telstra’s Cyber Security and Safety IA, merging 100+ pages into a customer-focused hub. Achieved 78K unique visitors in 4 months, increased product orders and CTR, and improved SEO through metadata and keyword optimisation.
Telstra Blog Strategy & Migration
Optimised 150+ blog articles via audits and SEO. Increased unique visitors by 30% YoY, doubled product page visits and orders, and drove 28K new visits to new categories. Achieved 2,000+ daily article visits, with 76% of orders from app article engagement.
SEO strategy and channel growth
Driving organic growth, keyword auditing, trend ideation, competitor analysis to identify gaps, research, meta-data and on-page optimisation to align with search intent for Telstra blog, and hub strategies across H&S, Family, Mobiles, Cyber Security and Accessibility —delivering measurable outcomes to improve site traffic, discoverability, engagement and conversion.
Mobility Hub Blog Optimisation
Led content optimisation for Telstra’s Mobility Hub. Delivered SEO and UX enhancements, improved visibility, and increased conversion and CTR using heatmapping and benchmarking.
Families Hub Launch
Launched Telstra’s Families Hub using SEO, UX, and customer journey insights. Attracted 33K+ unique visitors (75% via SEO), published 20+ articles aligned with search intent, and boosted engagement through app placements.
Accessibility Hub Strategy
Led the end-to-end content strategy and optimisation of Telstra’s Accessibility and Disability Hub, resulting in over 7k total visits once launched, with 2k visits from SEO. Refining UX and content hierarchy based on heatmap insights—achieving a high CTR.
AI-Driven Content Strategy
Introduced AI tools (CoPilot) to enhance content workflows at Telstra. Created strategic prompts and actionable recommendations that accelerated decision-making and empowered teams.
Content Leadership
Coached and mentored teams across Telstra, upskilling them in content strategy, AI acceleration (prompt engineering), SEO keyword research and optimisation in meta-data. Delivered best practices for site hygiene, governance, quality assurance, SEO, and accessibility—leveraging strategic business tools to drive performance and capability uplift.
Internal Search Ownership
Managed Telstra.com internal search engine using metadata and keyword strategies. Increased search-driven engagement and conversions YoY.
Content Governance & Strategic Audits
Led audits across Telstra Consumer, SMB, Help, and Blog. Delivered insights that shaped strategic recommendations and backlog priorities. Achieved SEO, QA, and accessibility scores of 90+ within 18 months.
Website Launch & Content Strategy
Directed content strategy for the 7-Eleven website launch. Owned workflows, IA, and UX within the customer journey team.
Website Ownership & Campaign Management
Managed 7-Eleven’s website structure, SEO/SEM strategy, and UX design. Delivered end-to-end campaigns including planning, briefing, development, and launch.
Customer Journey Transformation
Led content strategy for 7-Eleven’s customer journey transformation. Supported discovery, analysis, development, and management of 7eleven.com.au.
Digital Transformation
Supported Myer’s digital transformation and website launch. Worked with UX designers and producers to deliver campaigns that increased traffic and engagement.
Brand Repositioning & Website Launch
Led marketing strategy, rebrand, and website launch for Light Project. Delivered end-to-end execution of the company’s repositioning.
Content Management Across Channels
Managed Australia Post’s websites and social content. Created and optimised content across owned digital channels.
Internal Digital Campaign
Executed a digital campaign for 2,000+ employees to promote LinkedIn Elevate. Drove 800 sign-ups, tripled company page views, and boosted employee brand awareness.