Abby - Content · Brand · Communications

about

Good communication isn't about sounding impressive.

My path into communications started at a software development company, where I quickly learned the real job is making ideas genuinely land with the people who need to hear them.

Since then I've worked across employer branding, social media, content strategy, and brand consulting in India, Japan, and New Zealand. I'm most energised when the work matters beyond the organisation itself.

When I'm not creating content, you'll find me advocating for animal welfare, something I care about just as deeply.

01
Social media management
End-to-end across Instagram, TikTok and LinkedIn, from strategy and content calendars to filming, editing, and publishing.
02
Employer branding
Internal campaigns, engagement initiatives, and recruitment messaging that help organisations show up for their people.
03
Content & copywriting
Blog posts, social captions, stakeholder reports, and grant submissions; clear and human, always.
04
Brand strategy
Messaging frameworks, visual identity guidance, and digital presence for teams in tech, staffing, and real estate.

featured work

Projects that moved the needle.

A video that won $15,000 USD

Communications & PR

A not-for-profit needed to compete in the Global E-STEM Awards. I scripted, narrated, and edited a strategic submission that communicated the trust's mission in under three minutes and secured a $15,000 USD E-STEM Innovation Grant.

Challenge

Translate a complex STEM education programme into a compelling, globally competitive video case

Approach

Strategic scripting, on-brand narration, and CapCut editing aligned with grant judging criteria

Scope

Script, voice, edit, sponsor liaison, press coordination, End-of-Year Report production

$15K USD securedE-STEM Innovation Grant

Building a culture people talk about

Employer Branding

As the pioneer employer brand strategist at a fast-growing tech company, I built the employer brand from the ground up — LinkedIn strategy, internal culture campaigns, and a community website I designed and launched solo.

Challenge

No employer brand presence, high competition for talent, low LinkedIn visibility

Approach

Multi-platform brand campaigns, C-suite ghostwriting, Discord community, WordPress site

Scope

LinkedIn, internal comms, website dev, executive personal branding, community management

~4× LinkedIn growth81% brand recognition lift56% engagement increase<5% staff turnover

Building a student brand from zero

Social Media

As the first-ever content creator for a national-level NZ jobs board, I built the Instagram and TikTok presence from scratch — content calendar, filming, editing, and ambassador collaborations across university campuses.

Challenge

No existing social presence, limited brand awareness among NZ university students

Approach

Platform-native video, ambassador partnerships, content calendar, community engagement

Scope

Instagram & TikTok, full-cycle content production, hashtag research, cross-campus campaigns

writing