SeaLink.

SeaLink runs marine and tourism services across some of the best of South Australia and Tasmania. I joined as Digital Marketing Executive in 2015 and was promoted to Brand Marketing Executive, with expanded scope across digital and traditional channels, budgets, and brand consistency.

The work spanned five years and four brands. SeaLink Kangaroo Island, Adelaide Sightseeing, the PS Murray Princess, and the launch of an entirely new service, SeaLink Bruny Island. Across all of it, B2C digital marketing strategy was the throughline, with my work delivering ~10% YoY increases in online revenue.

In 2018 SeaLink entered the Bruny Island market. The local community was not thrilled. NPS started at −50 and most of the commentary on local Facebook groups was hostile.

I built the digital presence for the new service from zero, website, email marketing, social content. I also became the official SeaLink spokesperson in the local community Facebook groups, showing up consistently and engaging on real concerns instead of broadcasting at people.

Over the launch period, NPS moved from −50 to +10. The change of tone in the community was the more telling result.

Short-burst campaigns combining digital and above-the-line channels for the SeaLink Kangaroo Island 3-day sale period in 2018. Online sales pushed past $326,000, up 97% year on year for the same window.

Managed roughly $120,000 a year in ad spend across Google and Facebook for the SeaLink portfolio. Delivered a 10x return on ad spend, or about $1M in revenue a year, sustainably.

Across five years I also advocated for and secured doubled digital ad budgets for SeaLink Kangaroo Island, Adelaide Sightseeing and the PS Murray Princess, against internal scepticism about digital channels.

Initiated, scoped and built the framework for SeaLink's first influencer program. Risk assessment, brand-safety vetting, partnership outreach with creators whose work would actually stand up to commercial use.

Doubled the size of SeaLink's legal-use media library with high-quality UGC. The program kept paying off long after each individual partnership wrapped.

Tourism marketing is its own discipline. Long lead times, geographically specific demand, local community context that you cannot solve from a marketing dashboard, and a constant tension between brand and direct response. Five years in it taught me how to hold those tensions and ship anyway.

South Australian roots are not just biographical. They were the asset that made the Bruny Island launch land and kept Kangaroo Island campaigns culturally accurate. I still use that lens.