Paula Vargas
Cremorne,VIC
Summary
Experienced Digital Content Manager with a strong background in fitness, wellness, and content strategy. Proven expertise in developing and executing content strategies across digital platforms, aligning with business objectives, user engagement, and brand growth. Adept at leveraging data-driven insights, personalisation tools, and cross-functional collaboration to create high-impact, engaging content experiences. A dynamic leader with experience in fitness, sales, and community engagement, combining technical skills with creativity to deliver exceptional results. Skilled marketing professional with robust background in creating and executing strategic campaigns that drive growth. Known for strong team collaboration, adaptability to changing needs, and delivering measurable results. Adept in digital marketing, market analysis, and brand management, with focus on innovation and client satisfaction.
Overview
12
12
years of professional experience
Work History
Marketing Manager (Digital Content Manager Focus)
Merchantwise Group
08.2023 - 12.2024
- Led the digital content strategy for global brands, aligning content with marketing objectives, brand storytelling, and user engagement.
- Developed and managed content calendars ensuring strategic alignment across organic, paid, and influencer-led campaigns.
- Implemented AI-powered content personalisation, optimising engagement and user experience.
- Drove content performance tracking and optimisation, utilising analytics to enhance strategy, reduce CPC ($0.29), and lower CPM ($0.90).
- Collaborated with cross-functional teams, including paid media, creative, and technical teams, to ensure seamless execution of marketing and content initiatives.
- Worked closely with brand managers for quality assurance, ensuring brand voice, guidelines and image were optimised across all channels.
- Led and managed a content marketing team, with exceptional feedback on team development.
- Worked directly with senior stakeholders including Group Creative Director, General Manager and CEOs.
Content Marketing Lead
ABI Interiors
07.2022 - 08.2023
- Developed and executed multi-platform content strategies, leading to record-breaking $5M+ Black Friday sales.
- Managed omnichannel content creation, aligning SEO, social, and email marketing to support user engagement.
- Collaborated with product, engineering, and marketing teams to optimise digital content integration within the platform.
- Led a high-performing creative team, mentoring employees and ensuring content quality and brand consistency.
- Utilised data analytics and feedback loops to optimise content performance, driving continuous improvement.
Digital Content Manager and Producer
Nutrition Warehouse
08.2018 - 07.2022
- Positioned the brand as a leader in fitness education through strategic content development across digital platforms.
- Created and managed personalised content experiences, leveraging TikTok, Instagram, and YouTube trends to increase engagement by 30%.
- Pioneered influencer partnerships to expand audience reach beyond the traditional fitness niche.
- Integrated CMS, SEO, and analytics tools to measure and optimise content performance.
- Executed multi-channel content strategies, aligning content with business objectives, sales goals, and user engagement metrics.
- Presented content strategies to senior stakeholders including CEO, securing buy-in at the highest levels.
- Collaborated across several teams including product development, sales, customer service, social media, and e-commerce.
Fitness Expert and Digital Content Contributor
Fitness First Platinum
03.2013 - 07.2018
- Designed and delivered personalised fitness programs for a diverse clientele, focusing on strength training, endurance, and overall wellness.
- Developed digital content for Fitness First's social media channels, sharing educational fitness tips, client success stories, and workout strategies.
- Contributed fitness and wellness articles to the Fitness First magazine, engaging readers with expert insights on training, and lifestyle optimisation.
- Executed local area marketing (LAM) campaigns, driving new memberships and fostering community engagement.
- Managed sales consultations and customer service interactions, achieving high client retention and membership growth.
Education
Bachelor of Laws and Bachelor of Business - Marketing Major
La Trobe University
MelbourneSkills
- Digital Content Strategy & Personalisation
- SEO & Content Optimisation (SemRush, Ahrefs)
- Cross-Functional Collaboration
- Content Development & Multi-Channel Storytelling
- Community Engagement & Brand Positioning in Fitness & Wellness
- Project Management (Mondaycom)
- Data Analysis & Content Performance Tracking
- Social Media Platforms (Meta, YouTube, TikTok, LinkedIn)
- CMS platforms (WordPress, HubSpot)
- Team Management and Leadership
Timeline
Marketing Manager (Digital Content Manager Focus)
Merchantwise Group
08.2023 - 12.2024
Content Marketing Lead
ABI Interiors
07.2022 - 08.2023
Digital Content Manager and Producer
Nutrition Warehouse
08.2018 - 07.2022
Fitness Expert and Digital Content Contributor
Fitness First Platinum
03.2013 - 07.2018
Bachelor of Laws and Bachelor of Business - Marketing Major
La Trobe University
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