Christinacannes

Creative Director - Brand Strategy, Market Research & Data Analytics

Umgum Marketing & Media

Feb 2023 - Present • 3 yrs 3 mos

Umgum Marketing & Media helps businesses engage customers through a human-first approach to marketing. In an ever-growing digital age, customers crave genuine connection and yearn to feel seen, heard, appreciated and inspired. Using data analytics, market research and proven strategies to innovate and enhance customer experience, we create campaigns that feel authentic and personal—and deliver ROI. As a social enterprise, we support people affected by domestic and family violence.

Digital Marketing, Data Analyst & Market Research Specialist

Big Beautiful Sky Media

Mar 2015 - Apr 2023 • 8 yrs 1 mo

Big Beautiful Sky Media helps entrepreneurs, startups and SMBs scale and increase revenue using data analytics, market research and proven sales strategies to innovate and expand customer experience. Clients include: HOK Talent Solutions, Green Media Group, Woodford Folk Festival, Innovation Centre Sunshine Coast, #SCRIPT, Eumundi Chamber of Commerce, Australian Wearable Art Festival, Flying West Coffee Roasters, Villa Prestige Properties, BackTrax Sports Utility Roof Tents, Pat Callinan Media, Travelander International, Green Media and James Baroud. Highlights include: • Designed a suite of customer-focused websites that increased ticket sales by over 40% using data analytics, customer research, and customer journey mapping. • Innovation overhaul by re-focusing the marketing strategy to create member-focused deliverables and a more inclusive and diverse culture using data and customer research. • Used quantitative and qualitative survey data to re-brand and re-organise a not-for-profit to showcase their products, drive membership and grow donations.

Associate Publisher + Producer

4WD Touring Australia

Mar 2012 - Mar 2015 • 3 yrs

Launched in March 2012, 4WD Touring Australia was a monthly off road travel magazine and TV show airing on Network TEN. 4WD Touring Australia changed the way the 4WD aftermarket industry leveraged their products by only including quality, Australian-made brands as advertising sponsors. Facing challenges with so many competitors on the newsstand, I came up with the idea to split the distribution into both a newsstand and free model to not only grow the brand, but also leverage off of one of our largest sponsors ARB. This allowed us to increase circulation and advertising revenue. The split distribution proved to be quite successful and combined with the first season of the TV show, grew the brand exponentially and allowed us to take the top reigns as the ‘highest circulating monthly 4WD magazine' based on our CAB Audit in 2014. As the Co-Founder and Associate Publisher of 4WD Touring Australia I was actively involved in all areas of the business including but not limited to business development, production, advertising procurement, marketing strategy and planning, social media management, and editing. I was actively involved with our sponsors and advertisers and in developing budgets and proposals for sponsorship packages across the magazine and TV show. I also designed the website which we launched in April 2014 and the digital magazine in December 2014. • Took this media start-up from $0 to seven figures in three years using customer data, sales data, market research and business intelligence. • 4WD Touring Australia was the first print and digital magazine in Australia supported by an ecommerce digital experience which I designed and built using Shopify. • From 2012 – 2014, 4WD Touring was the highest circulating monthly 4WD magazine and the winner of best cover in the Magazine Cover Awards aka 'Maggies.'