Rochelle Ritchie is the Content and Social Lead at Play by Afterpay in Sydney, Australia. She has previously worked as a Digital Lead and Content Director at tech comms consultancy, Hotwire.

With eight years experience in social marketing and digital communications, my experience spans leading a digital-led rebrand of 110 childcare centres; marketing and development initiatives for Indigenous NFP; to leading the digital and content unit for international tech consultancy, Hotwire.

Mission: Helping businesses build meaningful connections with key communities to allow exploration of contemporary ideas or issues. Delivering impact through effective content marketing.

Play by Afterpay

2021 – Current

Play Travel is a travel start-up backed by Afterpay Ventures. My role includes leading the Content and Social strategy. This includes developing and delivering content strategy on owned and earned channels. Building and implementing SEO friendly content. Collaborating with Product to ensure effective delivery of services. Leading on PR, partnerships and seasonal content campaigns.

Impact: Improving marketing ROI from $0.28:1 to $0.55:1 in two months through social and digital advertising.

 

Hotwire

2020 - 2021

As Digital and Marketing Lead, I developed and led a new service offering at tech comms consultancy, Hotwire. This included developing a new service offering, executing paid strategy and optimisation. Clients included Eaton, Pluralsight and Rackspace Technology.

Prior to Digital Lead, I was the Content Director. Leading the Content Unit at Hotwire and developing fresh campaigns to generate new and refocused business outcomes for clients.

Impact: Delivering 1,000 MQLs through a three month digital campaign for a client. Exceeding target by 100%.

 

Hello Social

2019 - 2020

Hello Social is a social-first digital agency. My role included servicing, delivering and optimising the agencies largest client Schneider Electric. As well as ASX listed FMCG My Muscle Chef. This role included leading the media strategy, ownership and development of creative, social content and digital performance optimisations. Leading a team of social media account managers and content creators.

Impact: Decreasing social Cost Per Conversion for a client by $3 per purchase or 30%.

Selph Health Studios

2018 – 2020

As Content Director, I launched this health and wellness studio through a social first strategy. Focusing on paid social, blog and influencer strategy. Targeting individual practitioner disciples to increase awareness and drive consultations.

Impact: Social media was the top referral source for clients, with a lifetime value of over $300 per client.

 

Guardian

2017 - 2019

As Social Media and Content Specialist my role involved social media planning, management, measurement and evaluation. Including blog development for owned and earned channels - including social, eDM and blog. As well as leveraging content for public relations and media strategy.

Impact: Delivering 5:1 marketing ROI through social media optimisation.

 

One Disease

2016 - 2017

As Marketing and Development Executive, my role involved managing social channels, content curation and developing fundraising strategy. Digital and long form content curation included annual reports and eDMs. As well as stakeholder management for low-mid-range donors and business development administration.

Impact: Helping the business achieve a $2m fundraising goal.

From leading the social and content arm of an agency, to fundraising and digital marketing for altruistic initiatives. Each experience focuses on creative planning and effective campaign delivery.

Throughout these experiences, my objectives for work fulfilment have remained the same. Effective planning and implementation of multi-channel strategy; ensuring a growth mindset with MarComm practices and people; and positively impacting audience perception through a good, service or way of thinking.

Delivering business impact through meaningful audience connections and effective paid promotion.