<ul><li>Major study areas included Marketing, Business Management, Events Management, Arts and Tourism.</li><li>Achieved GPA 6.73 (High Distinction).</li></ul>

<ul><li>Offered an end-to-end service covering content planning, writing, editing, and proofreading.</li><li>Wrote for in-house magazines, blogs, press releases, feature articles, thought leadership articles, websites, and ebooks.</li><li>Provided project management, research, writing, and editing of corporate documents, including annual reports and employee guides.</li><li>Clients: Hotel Housekeeping, Est.1897 Luxury Pre-owned Watches, National Drones, University of Surrey, The Oxford Group, Thomas Pink, Alexandra Wood Bespoke Tailoring, Roubler, Away with the Moon design, and Yoga Quota.</li></ul>

Content Writer & Strategist

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

Marketing Manager

<ul><li>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.&nbsp;&nbsp;</li><li>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.&nbsp;</li></ul>

Marketing Project Officer

The Oxford Group, a City &amp; Guilds Group Business, is a global organization, providing management and leadership training, executive coaching, and consulting services to the world’s leading companies.<ul><li>Led a team to deploy the client engagement and acquisition strategy for Europe, the USA, and Hong Kong.</li><li>Managed all copywriting, content planning, social media management, and campaign planning.</li><li>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.</li><li>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.</li><li>Developed and executed the launch strategy for the book "5 Conversations: How to transform trust, engagement and performance at work".&nbsp;</li></ul>

<ul><li>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). </li><li>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.</li></ul>

Campaigns Officer

<ul><li>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.</li><li>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.</li><li>Wrote effective printed marketing tools to support sales teams.</li><li>Planned and wrote content for an online support center for XpertHR US’s law firm partners containing resources to leverage their partnership.</li><li>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.</li></ul>

Marketing Executive

<ul><li>Focused on driving museum attendance and enhancing the visitor experience.</li><li>Executed offline campaigns to drive visitation to the museum and enhance customer experience, including copywriting and media buying.</li><li>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.</li><li>Developed new third-party ticketing promotions (National Rail 2-for-1) for the Red Arrows 3D and Legend of Apollo 4D cinema experiences.</li><li>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).</li></ul>

Senior Marketing Executive

The Workshops Rail Museum is a railway museum in Ipswich, Queensland located within the former North Ipswich Railway Workshops.<ul><li>Wrote and produced offline communications, including a quarterly membership magazine, direct mail campaigns, print and outdoor advertising campaigns.</li><li>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.</li><li>Created written content to support the museum’s web and social media presence.</li><li>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.</li><li>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.</li></ul>

Marketing Officer

Created an e-book for SaaS provider Roubler as a lead magnet for new subscribers.

Helping Employees Adopt New HR Technology

Katrina Strathearn

Planned and executed the launch of the book "5 Conversations: How to transform trust, engagement and performance at work". The book is primarily aimed at line managers and middle managers, but is also useful for senior leaders and HR managers.

The Oxford Group - Launch of the 5 Conversations Training Product and Book

Transformed the University of Surrey’s 2015 Annual Review from a traditional printed publication into a multi-channel, digitally focused campaign that exceeded all social media interaction targets.

University of Surrey - 2015 Annual Review

Constructed an automated EDM lead nurture program of four emails that would educate and increase interest to a point where a phone contact would be appropriate and successful.

The Oxford Group - Automated Email Lead Nurture Program

Wrote and published a commemorative book to celebrate the University of Surrey's 50th anniversary.

University of Surrey's 'Book of Wonder'

Crafted SEO-friendly blog posts for Roubler to engage prospective and current customers. Wrote both location-specific blogs for readers in Australia, Singapore, and South Africa and blogs that appealed to the challenges of our target audience.

Roubler - Blog Posts

Wrote press releases and managed public relations and media activities for The Workshops Rail Museum. Press releases were often printed verbatim in Brisbane and Ipswich publications and secured an average of $60,000 per event in publicity.

The Workshops Rail Museum - Press Releases

Produced blogs for one of Savile Row's best-known female designers.

Alexandra Wood Bespoke Tailoring - Blog

Created email marketing campaigns for Roubler's key markets, including Australia, South East Asia, and South Africa.

Roubler - Email Marketing Campaigns

English (British)

Katrina Strathearn is a seasoned content writer and strategist with an international perspective gained from working in Australia, the UK, and the US for B2B, B2C, and not-for-profit organizations. With 15 years of experience in marketing and public relations, she has worked across several industries, such as publishing, tertiary education, HR technology, management consulting, retail, tourism, and arts. She has revitalized The Oxford Group’s content marketing strategy, executed the launch strategy for one of the Amazon best-selling books, transformed the University of Surrey’s 2015 Annual Review from a traditional printed publication into a multi-channel campaign, and published the University of Surrey’s 50th-anniversary publication Book of Wonder. Her past clients also include Hotel Housekeeping, Est.1897 Luxury Pre-owned Watches, and National Drones.

Katrina Strathearn

Employment Highlights

Education Highlights

Portfolio

Helping Employees Adopt New HR Technology

The Oxford Group - Launch of the 5 Conversations Training Product and Book

University of Surrey - 2015 Annual Review

The Oxford Group - Automated Email Lead Nurture Program

University of Surrey's 'Book of Wonder'

Roubler - Blog Posts

Helping Employees Adopt New HR Technology

The Oxford Group - Launch of the 5 Conversations Training Product and Book

University of Surrey - 2015 Annual Review

The Oxford Group - Automated Email Lead Nurture Program

University of Surrey's 'Book of Wonder'

Roubler - Blog Posts