portfolio

A CAT BEHAVIOURIST

what i manage

Instagram

Facebook

Email marketing

Paid ads

the problem

A Cat Behaviourist is a Sydney-based expert helping cat parents fix behavioural issues through consults, courses, and digital resources. When we started working together, her content was sporadic, her DMs were full of people chasing free advice, and she was running out of time to market her offers properly. She wanted to attract clients who valued her expertise (and were ready to pay for it), grow her email list, and drive more sign-ups to lead events that convert, without doing it all herself.

the solution

We worked together to create content that felt true to the brand’s voice; grounded, informative, and still a little playful, while speaking more directly to the type of client ready to invest in expert support. We mapped out a consistent posting rhythm (three high-quality posts per week) to keep the brand visible without overwhelming the team. A competitor analysis helped us carve out a clear position in the market: science-backed strategies, not random quick fixes. From there, we developed elevated but approachable graphics that matched the brand’s DIY roots, without looking homemade. (Worth noting: content is now managed collaboratively across the team, so not all visuals on the feed reflect my work, but the strategy remains the throughline).

You can check out their Instagram here.

A CAT BEHAVIOURIST

what i manage

Instagram

Facebook

Email marketing

Paid ads

the problem

A Cat Behaviourist is a Sydney-based expert helping cat parents fix behavioural issues through consults, courses, and digital resources. When we started working together, her content was sporadic, her DMs were full of people chasing free advice, and she was running out of time to market her offers properly. She wanted to attract clients who valued her expertise (and were ready to pay for it), grow her email list, and drive more sign-ups to lead events that convert, without doing it all herself.

the solution

We worked together to create content that felt true to the brand’s voice; grounded, informative, and still a little playful, while speaking more directly to the type of client ready to invest in expert support. We mapped out a consistent posting rhythm (three high-quality posts per week) to keep the brand visible without overwhelming the team. A competitor analysis helped us carve out a clear position in the market: science-backed strategies, not random quick fixes. From there, we developed elevated but approachable graphics that matched the brand’s DIY roots, without looking homemade. (Worth noting: content is now managed collaboratively across the team, so not all visuals on the feed reflect my work, but the strategy remains the throughline).

You can check out their Instagram here.

↓ results during the first 3 months

+ 1,300% INCREASE IN VIEWS

+ 700% INCREASE IN FOLLOWERS

+ 1,700% INCREASE IN ENGAGEMENT

+ 830% INCREASE IN SALES FROM EMAIL MARKETING

+ 117% INCREASE IN LINK CLICKS FROM ORGANIC SOCIALS

+ 47% INCREASE IN WEBSITE TRAFFIC FROM EMAILS

bliss birth (former client)

what i managed

Instagram

Facebook

the problem

Bliss Birth was an Australian-based store offering TENS machine rentals and holistic birth products to support women through pregnancy, labour, and postpartum. While the business had a loyal audience and beautiful values, the content wasn’t reflecting the brand’s evolution. Graphics felt outdated, posting was sporadic, and engagement was low. Ariel was ready to show up more consistently and connect with her audience on a deeper level, but didn’t have the time or strategy to make it happen. (Note: Bliss Birth was later sold and rebranded, this work reflects our time together prior to that transition.)

the solution

We shifted the strategy to focus on the emotional journey behind the products. Instead of leading with features, we shared real stories from women in their pregnancy and birth experiences. User-generated content became a key pillar, helping the brand feel more personal, community-driven, and trustworthy. We also gave the graphics a glow-up - clean, calm, and elevated to match the care behind the brand. Consistent, story-led content helped rebuild engagement and brand connection.

bliss birth (former client)

what i managed

Instagram

Facebook

the problem

Bliss Birth was an Australian-based store offering TENS machine rentals and holistic birth products to support women through pregnancy, labour, and postpartum. While the business had a loyal audience and beautiful values, the content wasn’t reflecting the brand’s evolution. Graphics felt outdated, posting was sporadic, and engagement was low. Ariel was ready to show up more consistently and connect with her audience on a deeper level, but didn’t have the time or strategy to make it happen. (Note: Bliss Birth was later sold and rebranded, this work reflects our time together prior to that transition.)

the solution

We shifted the strategy to focus on the emotional journey behind the products. Instead of leading with features, we shared real stories from women in their pregnancy and birth experiences. User-generated content became a key pillar, helping the brand feel more personal, community-driven, and trustworthy. We also gave the graphics a glow-up - clean, calm, and elevated to match the care behind the brand. Consistent, story-led content helped rebuild engagement and brand connection.

↓ results during the first 3 months

+ 719% INCREASE IN ENGAGEMENT

+ 22% INCREASE IN IMPRESSIONS

REEL VIEWS X6 OUR AUDIENCE SIZE

womens health + nutrition practice

what i managed

Instagram

Facebook

Email marketing

the problem

This Melbourne-based women’s health and nutrition clinic (who wish to remain anonymous) supports clients through all life stages with evidence-based care for hormone health, disordered eating, and chronic conditions. While their team had deep expertise, their content wasn’t connecting with their ideal clients. Posts were inconsistent, engagement was low, and the messaging felt more suited to peers in the industry than the women they were trying to reach. The grid lacked cohesive branding, graphics felt DIY, and their email list, made up mostly of past clients, hadn’t been used in months.

the solution

We refreshed their visual branding with a more cohesive, elevated grid and built a messaging strategy focused on the everyday challenges, language, and desires of their ideal audience. We introduced employee-generated content to add warmth and credibility to the brand. Because the team was fully remote, I created custom Reel scripts for each practitioner to film in their own time, then edited the content into polished, engaging videos. We also launched a monthly newsletter that didn’t just educate, it actively encouraged engagement with the brand through timely events, offers, and updates.

womens health + nutrition practice

what i manageD

Instagram

Facebook

Email marketing

the problem

This Melbourne-based women’s health and nutrition clinic (who wish to remain anonymous) supports clients through all life stages with evidence-based care for hormone health, disordered eating, and chronic conditions. While their team had deep expertise, their content wasn’t connecting with their ideal clients. Posts were inconsistent, engagement was low, and the messaging felt more suited to peers in the industry than the women they were trying to reach. The grid lacked cohesive branding, graphics felt DIY, and their email list, made up mostly of past clients, hadn’t been used in months.

the solution

We refreshed their visual branding with a more cohesive, elevated grid and built a messaging strategy focused on the everyday challenges, language, and desires of their ideal audience. We introduced employee-generated content to add warmth and credibility to the brand. Because the team was fully remote, I created custom Reel scripts for each practitioner to film in their own time, then edited the content into polished, engaging videos. We also launched a monthly newsletter that didn’t just educate, it actively encouraged engagement with the brand through timely events, offers, and updates.