ABOUT MY SERVICES
Roundtable Content.
Roundtables and smaller summits are a great way for businesses to engage with potential clients while they enjoy a meal and participate in an industry debate. I have moderated and curated 30 of these over the last decade, on behalf of clients such as the BBC, Amazon and QMS.
I can handle every aspect of the event, from sourcing speakers to interviews to crafting questions in advance and hosting the session itself. Ultimately, my aim is to help a client subtly present themselves as a thought leader, while creating content that engages those around the table.
I can also handle the nitty-gritty, such as booking an appropriate venue and suggesting a format to match the mood – breakfast or dinner, roundtable or mini-summit? I'll also craft the invites. To get people to attend, you need to agonise over exactly how you sell the experience when senior figures have so many other competing constraints on their time.
Finally, I'll use my experience to make the event relaxed and informal, encouraging everyone to participate. My approach is to ask a good question, then let people speak! See below for some case studies.
01
ROKT Retail Dinner
I moderated Inside Retail’s annual executive dinner in partnership with Rokt. In total, 40 people sat around the table – all of whom were finalists in our annual awards for e-commerce leaders held later that week.
Staged at Glasshaus Inside, a lush botanical venue in inner Melbourne, the evening was an invitation-only discussion on how retailers can succeed in an increasingly volatile market, featuring an interview with a senior executive from Adore Beauty.
I worked with both ROKT and Inside Retail to plan the agenda, crafting interview questions that would engage an elite audience of, while also presenting ROKT as one of the sector’s most forward-thinking suppliers.
40+
ATTENDEES
34
RETAIL BRANDS
1
ICONIC VENUE
02
QMS Roadshow
I devised the strategy for QMS' national Mumbrella Bespoke roadshow, curating a series of breakfast events that travelled through Sydney, Melbourne and Brisbane. Each summit explored original neuroscience research into how audiences respond to out-of-home advertising, bringing together senior brand marketers, agency leaders and media executives.
As well as moderating panels, I collaborated with QMS to shape their agenda, crafting questions for panellists that balanced their commercial objectives with providing useful insight for delegates.
Finally, I also led the delegate acquisition strategy, creating a target list of potential guests, before writing EDMs and invites. In total, almost 300 people attended across three cities, including representatives from BMW, Renault, Suncorp, CHE Proximity, Victoria University, NAB, Myer and M&C Saatchi.
300+
ATTENDEES
12
SPEAKERS
3
CITIES
03
Sitecore Roadshow
I worked with Sitecore to develop a three-city roadshow exploring how brands were using personalisation technology to create more relevant customer experiences. The series travelled to Melbourne, Sydney and Brisbane, combining Sitecore's global expertise with local case studies from Australian organisations including MinterEllison and Hastings Deering.
I worked with speakers to shape the discussion, prepared interview questions, adapted the editorial focus for each city and managed guest invitations and delegate communications across the three events.
The result was a national program that still felt relevant to each audience. By combining international expertise with practical Australian examples, the roadshow gave marketers the opportunity to explore a fast-changing area of digital marketing through discussion rather than a traditional product presentation.
45
ATTENDEES
2
DAYS
3
CITIES
04
BBC News Summit
Bringing together senior speakers from London, New York and Sydney, the BBC News summit explored how one of the world's most trusted media organisations creates branded content for advertisers in international locations.
I helped develop the program’s editorial direction, moderated panels and oversaw our marketing campaign to encourage delegates to attend the half-day event at Pier One at Sydney Harbour. In total, 120 people attended, including representatives from PWC, Optus, Qantas, Tourism Australia and Telstra.
Given the summit's theme, I worked hard to ensure delegates left with practical lessons they could apply to their jobs, including the latest trends in digital content consumption and how brands can maximise the brand impact of custom content.
100
ATTENDEES
5
SPEAKERS
3
GLOBAL KEYNOTES
05
Amazon Alexa
Voice technology was still in its infancy when I worked with Amazon to host an invitation-only masterclass in Sydney exploring how brands were beginning to experiment with voice as a new way to engage customers.
Working closely with Amazon, I prepared interview questions and shaped the discussion. I also curated the guest list, inviting senior marketers, agency leaders and digital specialists from across Australia’s media and advertising industry.
The event brought together 140 delegates from almost 100 organisations, including representatives from News Corp, Fairfax Media, Southern Cross Austereo, Nestlé, Clemenger BBDO, Havas, UM, JWT and Zip Co. By combining practical demonstrations with discussion, the session introduced many attendees to voice technology long before it became part of the mainstream marketing conversation.
140
ATTENDEES
100
BUSINESSES PRESENT
4 hour
MINI SUMMIT
