I help beauty and wellness brands get more customers.
Marketing Coordinator in Sydney. Previously grew a 52-studio tanning brand's audience to 23,700 followers and built their ambassador programme from scratch.
What I did at Consol Tanning
Between May 2022 and February 2024, I was the sole Marketing Coordinator for Consol Tanning Limited, the UK's largest tanning studio chain. I was responsible for every piece of marketing the company put out. Here is what I delivered:
I built the brand ambassador programme from nothing — identifying influencers, negotiating partnerships, coordinating photoshoots, and managing ongoing relationships. I wrote every email campaign, every SMS blast, every piece of website copy. I maintained the app content, ran the SEO, and managed the company helpline.
I also served as direct support to the Managing Director — drafting speeches, handling internal communications, and managing confidential matters. When a client complained, I was the voice they heard from Head Office.
Practical skills, not buzzwords
Social Media
Content creation, scheduling, community management, and reporting across Instagram, TikTok, and Facebook. I use Meta Business Suite daily.
Email & SMS
Campaign planning and execution in Mailchimp and TextLocal. Segmentation, A/B testing, and writing copy that drives opens and clicks.
Content & Copy
Graphic design in Canva and Photoshop. Copywriting for web, social, email, and print. I write to sell, not to fill space.
Brand & Influencer
Ambassador recruitment and management, influencer outreach, gifting programmes, photoshoot coordination, and partnership negotiation.
How I think about marketing for beauty, wellness, and health brands
My approach to marketing was shaped by studying the greats — David Ogilvy above all, but also the thinking of Seth Godin, Rory Sutherland, and the founders who built brands like Aesop, Glossier, and The Ordinary by respecting their customers' intelligence.
"The consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her." — David Ogilvy, Confessions of an Advertising Man
That line changed how I think about everything I write. Beauty and wellness customers are well-informed. They read ingredients lists. They compare reviews. They can spot empty promises instantly. The brands that win their loyalty are the ones that tell the truth clearly and make the buying decision easy.
Ogilvy taught that advertising must sell — not merely entertain — and that the best way to sell is to give the customer useful information. I apply this every day. When I write a social post, I ask: does this help the reader? When I plan an email campaign, I ask: what specific benefit am I offering? When I brief an influencer, I ask: will this feel honest?
I also believe in research before opinion. Ogilvy spent three weeks researching Rolls-Royce before he wrote a single headline. I am not comparing myself to Ogilvy — but I do believe in doing the homework. I study the audience, the competitors, and the data before I start creating. A campaign built on real insight will always outperform one built on guesswork.
For beauty and wellness brands specifically, this means: lead with genuine benefits, not hype. Show real results. Let the product speak. Build trust through consistency, not through noise. The brands I admire most — and the ones I want to help build — are the ones that earn attention rather than demand it.