As Creative Director at The Mum Collective, I led the development and delivery of integrated marketing and creative campaigns connecting major brands with family and parenting audiences across Australia.
Working with brands including Disney, Pixar, Hasbro, Nickelodeon, Heinz and Sony Pictures, my role combined marketing strategy, creative direction, campaign development, audience strategy, project management and content production.
I translated client briefs and marketing objectives into audience-led campaign concepts specifically designed for parents and families. Rather than simply adapting traditional advertising for parenting environments, the focus was on creating content and experiences that felt useful, entertaining and authentic to the communities consuming them.
Campaigns were developed across branded content, social media, influencer marketing, video, digital publishing and experiential activations, creating integrated customer touchpoints across publisher-owned channels and creator networks.
I led campaigns from initial strategy and concept development through creative production and final delivery, working closely with clients, publishers, influencers, production teams and specialist creatives. This included managing stakeholder feedback, brand approvals, production schedules and campaign requirements while maintaining creative consistency across multiple channels.
Influencer and publisher partnerships were a particularly important part of the strategy. By combining established parenting communities with trusted creator voices, campaigns could introduce brands and products through content that reflected the interests and experiences of family audiences rather than relying solely on conventional advertising.
The role strengthened my experience in integrated marketing, audience segmentation, influencer strategy and commercial partnerships, while giving me the opportunity to lead campaigns for some of the world’s most recognised entertainment, children’s and consumer brands.
The Mum Collective connected major brands with established parenting audiences through an integrated network of publishers, bloggers, influencers, social channels and digital platforms, creating campaigns designed around how families actually discovered and engaged with content online.
Across campaigns for Disney, Pixar, Hasbro, Nickelodeon, Heinz and Sony Pictures, the approach combined audience strategy with branded storytelling, allowing campaign messaging to be adapted to different publishers, creators and communities while maintaining the integrity of each client’s brand.
Depending on campaign scale and partner mix, activity was designed around audiences reaching into the hundreds of thousands, with integrated campaigns typically spanning branded editorial, influencer content, social media, video and experiential activity.
Rather than measuring success solely through content output, campaigns were developed around reach, engagement, video consumption, social interaction and audience participation, providing multiple opportunities for audiences to interact with brands throughout the campaign journey.
Leading both the marketing and creative components gave me end-to-end responsibility for turning commercial objectives into audience-facing campaigns, balancing the requirements of global brands with the authenticity required to effectively engage family and parenting communities.
