Katrina Strathearn

Roubler is a workforce management and payroll software with recruitment, onboarding, employee rostering, time and attendance, leave management, and employee self-service.

• Tasked with setting and executing the marketing strategy for the Roubler SaaS offering in Australia, Singapore, and South Africa.
• Wrote and published fresh, SEO-optimized, locally-relevant content and blogs for the Roubler website, including a full copy overhaul in July 2019.
• Developed social media engagement via Twitter, LinkedIn, and Facebook using curated and owned content.
• Project managed the production of customer story videos to demonstrate the real value of the Roubler platform.
• Wrote display and search ads for highly-focused PPC campaigns.
• Designed, wrote, and managed automated, email lead nurture campaigns to address very specific customer challenges.
• Provided the sales team with localized, benefits-driven sales collateral.
• Wrote resources and lead magnets such as e-books and guides to engage prospects.

• Managed a number of high-profile student campaigns, including the National Student Survey and Welcome Week. This included preparing written content for web, digital advertising, outdoor, and email.  
• Project managed the 2015 Annual Review as new multi-channel, digitally focused campaign. Led the project team, created the content plan, and liaised with over 50 stakeholders to source content. 

The Oxford Group, a City & Guilds Group Business, is a global organization, providing management and leadership training, executive coaching, and consulting services to the world’s leading companies.

• Led a team to deploy the client engagement and acquisition strategy for Europe, the USA, and Hong Kong.
• Managed all copywriting, content planning, social media management, and campaign planning.
• Revitalized the organization’s content marketing strategy to place lead capture and nurture at its heart via repurposed assets (whitepapers, blogs, SlideShare presentations, guides, FAQs, webinars), new content including a new blog, and an automated email nurture program.
• Led the redevelopment of the business’ website covering project management, site architecture, rewriting of content to improve SEO, and collaboration on user experience and visual design.
• Developed and executed the launch strategy for the book "5 Conversations: How to transform trust, engagement and performance at work". 

• Contributed to the student recruitment strategy via the coordination of live ‘Chat Show’ presentations at student open days, email campaigns, digital and print advertising campaigns and content production (print and video).
• Wrote detailed briefs for the in-house film, design and web teams and liaised across stakeholders from multiple faculties and international offices on marketing requirements.

• Created targeted online content campaigns that combined social media, banner and PPC advertising, live webinars and email marketing centred on the promotion of educational content for HR and employment law professionals.
• Optimized XpertHR UK's brand presence on partner sites to reach new prospects via content marketing, a new membership program and an email-based lead nurture program.
• Wrote effective printed marketing tools to support sales teams.
• Planned and wrote content for an online support center for XpertHR US’s law firm partners containing resources to leverage their partnership.
• Coordinated the successful launch of the XpertHR US brand at the USA’s largest HR conference, SHRM 2012, including a social media strategy, emails and suite of sales collateral to leverage participation at the event.

• Focused on driving museum attendance and enhancing the visitor experience.
• Executed offline campaigns to drive visitation to the museum and enhance customer experience, including copywriting and media buying.
• Worked with internal and external stakeholders, including IMAX, on producing promotional video content for a major digital signage project. This included managing a government tender process.
• Developed new third-party ticketing promotions (National Rail 2-for-1) for the Red Arrows 3D and Legend of Apollo 4D cinema experiences.
• Managed the creative development of branding, print materials, and Facebook advertising for the museum’s PLAYER Live Gaming Festival, attracting over 2,000 visitors (this included copywriting).

The Workshops Rail Museum is a railway museum in Ipswich, Queensland located within the former North Ipswich Railway Workshops.

• Wrote and produced offline communications, including a quarterly membership magazine, direct mail campaigns, print and outdoor advertising campaigns.
• Produced press releases and managed public relations and media activities. Press releases were often printed verbatim in Brisbane and Ipswich publications and secured an average of $60,000 per event in publicity.
• Created written content to support the museum’s web and social media presence.
• Executed multi-channel event and tourism-based campaigns to drive attendance, balancing branding requirements for partners including HIT (Thomas the Tank Engine), Translink and Virgin Holidays.
• Developed TWRM’s e-news program from inception, increasing the database by 200% over 18 months through improved content, direct mail campaigns, on-site promotions, and industry partnerships.