Content & Production
From banner to big screen, I’ve delivered it all
From banners to branded episodes, I’ve produced creative that earns attention across every screen and stage of the user journey.
One highlight: the Amazon miniTV series “Gaming Insaan”, where I led Kaspersky’s integration across six episodes featuring influencer Triggered Insaan. We created a branded gaming bootcamp environment, inserted product-relevant messaging directly into scenes, and coordinated a guest appearance by our sponsored esports team, Team Reckoning. Viewers were then retargeted with dynamic banners and clickable video ads across Amazon’s ecosystem—resulting in over 22 million paid impressions and more than 170,000 clicks.
Beyond flagship campaigns, I’ve delivered high-performing creative sets for social, programmatic, and native. With messaging that adapts across the maketing funnel and user journey from awareness to action. Each asset is produced with platform logic in mind: A/B tested, locally nuanced, and optimised to make media budgets work harder.
And of course, there’s long-form storytelling too. As strategic lead on Kaspersky’s Tomorrow Unlocked channel, I helped grow the audience to 400k+ subscribers, overseeing both the production and editorial framing of short documentaries made for a mobile, YouTube-native generation.
Whether the objective is reach, conversion, or pure brand equity, I build content systems designed to deliver. Crafted with intent, produced with precision, and always backed by a sharp understanding of the audience and the platform.
Short documentary content – Tomorrow Unlocked
Designing stories that engage, convert, and trigger the algorithm
As the strategic and creative lead behind Tomorrow Unlocked, I didn’t just distribute or brief content—I was directly involved in its creation. I personally produced several of our films: from sourcing subjects and scheduling shoot days to conducting interviews on set and guiding the narrative flow on location. This hands-on approach helped ensure that the storytelling was tight, the talent felt natural, and the tone was on-brand.
Every piece of content was shaped to thrive in a social-first landscape. Topics were selected based on cultural resonance, audience behaviour, and SEO signals—while production decisions (pacing, format, thumbnails, titling) were fine-tuned to maximise watch time and retention. We weren’t just making content that people wanted—we were making content that YouTube itself wanted to promote.
The result: repeatable performance. Our best-performing videos didn’t just attract views—they earned them organically. By engineering engagement from the ground up, we consistently outperformed benchmarks and triggered algorithmic lift, allowing us to scale the channel cost-effectively while maintaining editorial integrity.
B2B Digitial Content & Promotion – Secure Futures
Performance-driven thought leadership for CISOs and decision-makers
Secure Futures began as a branded editorial platform for Kaspersky aimed at C-level decision-makers, but under my direction, it evolved into a high-performing, multi-format thought leadership ecosystem. I led the promotion strategy for the magazine and its two spinoff podcasts—Fast Forward and Hacker:HUNTER: Behind the Screens—growing reach, driving engagement, and converting business interest into measurable product interaction.
Our team produced and distributed over 90 new articles, complemented by global and regional campaign rollouts across Outbrain, LinkedIn, and podcast platforms. I collaborated with stakeholders across sales, product, and content teams to ensure everything we pushed into market supported business objectives and told a coherent brand story.
As the activation lead, I managed full-funnel content promotions that reached over 814 million impressions, drove 1.2 million ad clicks (in the period pictured, left), and brought in over 217,000 organic visitors to the site. Newsletter performance stayed consistently strong with open rates around 16%, and our cost-per-click for native placements dropped below $0.31, enabling us to scale internationally across LATAM, EMEA, and APAC.
Whether media buying, briefing editorial topics, or tuning creative headlines to optimise CTR, I treated Secure Futures not as content for content’s sake—but as a demand-gen asset disguised as a magazine.
City travel content – Mercedes-Benz
To support the launch of the refreshed Mercedes Benz A Class in Australia, I created and led a branded content partnership with Broadsheet, one of the country’s leading urban lifestyle publications.
My idea was to position the new A Class as a way to discover the best of city life. I arranged for Broadsheet journalists in key Australian cities to use preview vehicles to explore new restaurants, bars and cultural spots, turning the campaign into a series of local city guides rather than standard car advertising.
I owned the media strategy, coordinated the sponsored content production, refined the articles with Broadsheet and Mercedes Benz stakeholders, and promoted the series as part of the wider launch campaign. The work connected the A Class with a younger, urban audience through food, design, nightlife and culture, supported by paid media and launch event activity.
