As Creative Director at Music Feeds, I led the visual identity, brand direction and creative strategy across one of Australia’s established digital music publications, connecting audiences with music news, artists, festivals, live experiences and entertainment.
Working closely with editorial, commercial and partnership teams, I developed creative and marketing solutions that balanced audience engagement with broader business objectives. This included shaping how the Music Feeds brand appeared across digital publishing, social media, video, branded content, live experiences, commercial partnerships and new business activity.
My role extended beyond traditional creative direction into brand marketing, content strategy and audience engagement. I helped translate editorial opportunities, advertiser objectives and partnership briefs into campaigns and content that felt authentic to the Music Feeds audience while delivering value for commercial partners.
I led projects from initial concept and creative strategy through production and final delivery, managing specialist freelancers and multidisciplinary contributors across multiple campaigns and content streams. My broad production background also allowed me to work hands-on across design, video, animation, photography and live production when required.
A significant part of the role involved branded content and commercial partnerships. I worked with internal stakeholders and external brands to develop integrated creative campaigns across editorial, video, social and digital channels, finding ways for commercial messaging to live naturally within the Music Feeds environment without losing the identity and credibility of the publication.
I also strengthened the creative quality of sales presentations, partnership proposals and stakeholder materials, helping translate commercial ideas into compelling visual concepts and campaign propositions that supported new business and strengthened relationships with advertisers and partners.
Working within a fast-moving digital publishing environment strengthened my experience across brand leadership, content marketing, audience strategy, integrated campaigns and commercial partnerships, while developing my ability to balance the needs of audiences, editorial teams, clients and stakeholders.
I helped evolve Music Feeds from a digital publication into a broader creative and commercial platform, bringing together editorial, social, video, branded content, live experiences and partnership campaigns under a consistent creative identity.
By working across editorial, commercial and partnership teams, I helped develop integrated campaigns that connected advertiser objectives with the interests of the Music Feeds audience. This approach allowed branded and partnership content to sit naturally within the publication while supporting both audience engagement and commercial outcomes.
Creative leadership extended across the complete campaign lifecycle, from initial strategy and concept development through design, production and distribution. Managing multidisciplinary contributors and specialist freelancers allowed campaigns to scale across multiple formats while maintaining consistency and quality.
The role also strengthened the commercial application of creative strategy. Through campaign concepts, partnership proposals, presentations and branded content solutions, I helped turn business opportunities into compelling audience-facing ideas and supported the development of new commercial relationships.
