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I am an award-winning, influential Digital and Social Media Strategist who has been involved in digital media and online communities for over 19 years.

My professional experience has a consistent theme running through it - engaging with technology to develop innovative and effective digital marketing that creates a memorable digital experience. I specialise in digital innovation, marketing and community engagement, and I always seek to put the user experience first in every digital interaction.

I have an extensive global network centered on digital and social media and I am a confident, sought-after speaker at a number of national and international events. I am an excellent communicator, easily able to liaise with all levels of stakeholders, from the Lord Mayor of Brisbane to students learning about digital marketing.

I am considered one of the foremost experts in Australia at using Salesforce Marketing Cloud and other Salesforce products such as Buddy Media, Chatter and Radian6. I was invited by Salesforce to speak about my use of their products at Dreamforce in San Francisco, Sydney and other Australian locations. I am also recommended by them as an expert user, leading to me providing advice and consultancy to other organisations using Salesforce. I most recently provided reports, training and advice to companies such as QUT, BUPA, QBCC and Brisbane Marketing. I procured and implemented Salesforce Marketing Cloud at Brisbane City Council, scaling it across the organisation to a variety of teams.

I am a published academic currently completing my PhD in social media and crisis communication. This is particularly useful when considering risk and crisis planning in digital media for large events and organisations. I have the unique insight of having delivered social media strategy and implementation during a number of disaster events for Australia's largest local government organisation.

I am looking to continue my career as a digital expert who can inspire and advise organisations on the future of digital marketing. My passion is to continue to deliver groundbreaking digital strategy, be hands on and operational when needed and provide thought-leadership on digital initiatives.

Work experience

Jul 2014Present

Team Leader Digital Strategy and Innovation

Brisbane City Council

I am the Team Leader for Council's award-winning Digital Strategy and Innovation Team, who are tasked with ensuring that Council continue to lead in the digital space. I sit on a number of PCG and governance committees at Council and my digital expertise is requested across the organisation. My team of eight has successfully planned and executed a number of high-profile projects and is considered groundbreaking and an example of best practice in the local government space.

Our projects cover digital and social media strategy, web development, e-commerce, wayfinding, SEO, corporate forms, gamification, user experience, agency relationship management, digital engagement and design. We have a particular focus on delivering cost-effective, high impact on brand projects within tight time-frames.

My high-performing team has used digital strategy and innovation to:

  • transform a legacy web system to an agile open-source solution, saving $1.5 million over 5 years.
  • prepare metric based Radian6 and Social Studio ROI reports to help execute business plans and initiatives including Lord Mayoral, CEO and Chair focused business cases.
  • deploy integrated search functionality that has led to a 97% increase in engagement via our corporate website.
  • integrate groundbreaking social media with Council's website and various super landing pages.
  • create a whole of Council digital principles and tactics strategy, providing thought-leadership, best practice and creative direction for the next two years.
  • successfully manage crisis events and G20 web and social preparations and communications.
  • develop campaign specific websites for major projects such as Asia Pacific Cities Summit, Cycling Brisbane, Team Brisbane, G20 and more.
  • build long term, sustainable relationships at all levels of Council and develop excellent account management for internal and external clients.
  • improve community engagement through dedicated web and social portals.
May 2013Jul 2014

Senior Social Media Strategist

Brisbane City Council

I managed the Social Media Team who are responsible for the governance, procedures, training, education and operations of social media at Brisbane City Council. As well as managing the team, my focus was on strategy, innovation, research, community building and development.

In one year, the team increased social media engagement by 80% , taking our annual social media impressions to over 160 million. I also led the team to a number of national marketing awards for our social media work, including our crisis communication response in the January 2011 and 2013 floods and the G20 event in Brisbane. One of the most groundbreaking initiatives I successfully implemented was dedicated social media for culturally and linguistically diverse residents in Brisbane, increasing our Chinese and Korean audience by 1,885% over six months.

Overview of responsibilities and skills (including everything from previous role as Social Media Officer):

  • Social media strategy, deployment, community building
  • Stakeholder engagement, training, education, persuasion
  • Expert user of Salesforce/Exact Target Marketing Cloud for social media monitoring/engagement to understand customer requirements and produce ROI reports
  • Public speaker on social media use for large organisations, including workshop facilitation, University lecturing and conference speaking
  • Business cases and planning for social media and wider digital initiatives
  • Team mentoring and leadership
  • Implement and monitor SEO and PPC across social media channels
  • Research and development of social media trends and tools
  • Develop strong working relationship with key stakeholders throughout the organisation, including the Lord Mayor's Office and Brisbane Marketing.
Sep 2010May 2013

Social Media Officer

Brisbane City Council

My role was to develop, execute and deliver strategy, governance, policy and education on social media across Council.

  • Grew Council's social media channels and managed them through the Brisbane floods of 2011, leading to a number of national marketing awards including the PRIA and AMI awards
  • Engaged with key stakeholders on a daily basis, including the Lord Mayor's Office, ensuring their needs were met in a strategic manner
  • Scaled social media across the organisation to Council's Call Centre, Libraries, Community Engagement Team, Disaster Management Office and Lord Mayor's Office.
  • Deliver ROI reports for all campaigns, including the highly successful City Centre Master Plan and Ideas Fiesta campaign.
  • Researched upcoming trends and future scalability of social media and implemented crowd-sourcing as a way of gathering data from the community and making it useable.
Sep 2009Aug 2010

Nurture Marketing Manager

Bond University

I managed the Admissions Support Team in the Office of Admissions, Marketing and Recruitment.

  • Responsible for managing the conversion points throughout the nurture marketing schedule via the University CRM and social media channels.
  • Advised on CRM implementation and best user experience for the University and students
  • Managed key stakeholders expectations and facilitated feedback across various areas
  • Mentored team and ensured growth in sales, reaching sales targets of student intake per semester. This required ongoing qualitative market analysis to identify student populations in various markets.
  • Pioneered the use of social media in Marketing and Admissions at the University and was responsible for developing the social media strategy and plan for the admissions department including Facebook, Twitter, YouTube and Google Reader Listening Station.
  • Educated team and wider team on e-commerce, email marketing, SEO, digital marketing and social media use for student recruitment and marketing.
  • Responsible for developing ROI reports for key stakeholders and senior management on team performance across different key performance indicators
Mar 2007Sep 2009

Chief Knowledge Engineer

  • Managed a team of Knowledge Engineers in the creation, maintenance and advancement of virtual agents and personalities for high profile client websites
  • Played an integral role in developing, deploying and maintaining two virtual agents for two of the largest financial institutions in Australia - NAB and AMP
  • Successfully project managed the creation, deployment and marketing of a virtual character for PBL, one of Australia's largest media companies. This led to a 15% increase in sales during the campaign.
  • Workflow organisation, planning and prioritisation experience when managing teams based in various office locations.
  • Considered future markets for our product, developed artificial intelligence brains and brought virtual characters to life
  • Involved in testing, debugging and creating backend software system in conjunction with analysing and diagnosing problems with the UI for users.
  • Informed key stakeholders on possible outreach through social media channels such as Second Life, MySpace, Facebook
  • Led and inspired a dynamic team and implemented marketing for the organisation.
May 2004Nov 2005

Area Manager and Digital Marketing Specialist

Law Property Group
  • Responsible for staff and HR issues on a daily basis
  • Developed digital channels for ecommerce and marketing, including the introduction of a new POS system and digital training and education for senior management and staff
  • Developed digital marketing strategy and executed digital business cases
  • Created website with a key focus on user experience and customer engagement
  • Responsible for a number of hotels, ensuring they were running to their maximum efficiency - grant applications, hotel policy and procedure writing were all an integral aspect of the role
  • Mentored staff to lower daily running costs and decrease staff turnover
  • Researched market to identify position and any opportunities for growth in the local market.


Jan 2011Present

Doctor of Philosophy (PhD)

Bond University

I am a published academic, researching the use of social media as a communication tool during disaster, with a particular focus on Brisbane City Council's use of social media during the January 2011 and 2013 floods and G20 event in 2014.

Jan 2010Sep 2010

Cert IV Training and Assessing

Coomera Anglican College

The purpose of completing this course was to better facilitate and engage key stakeholders and to develop advanced training skills to assist in training a wide range of audiences.

Jan 1997Jan 1999

MPhil Sociology

University of Abertay, Dundee

MPhil Sociology - The Social Construction of Identity (incomplete due to funding issues)

Sep 1993Jul 1997

Bsc (Hons) Behavioural Science

University of Abertay Dundee

BSc (Hons) Behavioural Science 4 year degree with a focus on computer mediated communication methods and the psychology of online discussions.


Dec 2014Dec 2014

Lord Mayor's Award for Excellence Winner

Brisbane City Council
Winner of the Lord Mayor's Award for Excellence for the integration of cultural and linguistically diverse content into Council's social media channels.
Oct 2014Oct 2014

AMI Social Marketing Award (National Finalist)

Australian Marketing Institute (AMI)
National finalist at the AMI awards for the use of social media for culturally and linguistically diverse audiences in Brisbane.
Nov 2013Nov 2013

Government Communication Awards Finalist - Social Marketing

Government Communication Australia
Finalist in the Best Social Marketing category for our Young People social media campaign.
Nov 2013Nov 2013

Government Communication Awards - Best Crisis Communications Social Media

Government Communications Australia
Finalist in the Best Crisis Communications category for social media work during the Australia Day weather event of 2013.
Sep 2013Sep 2013

AMI Queensland State Winner Social Marketing

Australian Marketing Institute (AMI)
Social Marketing award won for Crisis Communication, Australia Day Weekend 2013
Mar 2012Mar 2012

Best New or Digital Media (Brisbane City Council)

Government Communication Australia (GCA) Awards
Brisbane City Council - January 2011 Flood Crisis Digital Media
Oct 2011Oct 2011

PRIA Golden Target Award Emergency/Crisis Communications

Public Relations Institute of Australia (PRIA)
National Award for Emergency/Crisis Communications for our work carried out in the January 2011 floods.
Sep 2011Sep 2011

AMI Queensland State Winner Social Marketing

Australian Marketing Institute (AMI)
Queensland State Winner 2011 at the Australian Marketing Institute Awards in the Social Marketing category. This was for our work in the 2011 January Floods.
May 2010May 2010

First in Class Award

Bond University
I received the highest possible award, of First in Class, from the Dean of Humanities and Social Science at Bond University, for my work in my Master of Communications.
Sep 2008Sep 2008

Office for Women ICT Career Development Award

Queensland State Government Office for Women and Women in Technology
An award for outstanding contribution to IT, open to national entrants.The judges comments stated: Tracy demonstrates a high level of passion and energy for IT and is an inspirational ambassador for women in the industry or those aspiring to move into the industry.