Aimee specializes in digital storytelling, social media management, copywriting and content creation, marketing and branding, and multimedia development.
Multimedia Content Creation and Social Media Management
I have produced original social media content and multimedia products for high-level officials, including Australia’s Prime Minister, Foreign Minister, and Ambassador to the United States; for well-known brands and organizations, including Alo Yoga, Bluestone Lane and the Australian Government; and for events, such as SXSW Festival and the G’Day USA Gala.
The White House
Instagram Reel for Prime Minister Anthony Albanese’s Visit with President Joe Biden at the White House.
United Nations
United Nations General Assembly, New York
Produced social media content for Australian Foreign Minister Penny Wong at the United Nations General Assembly (UNGA) in New York. Captured on-the-ground video coverage for media reporting and live news feeds, and generated a series of Reels to re-cap each day.
Example Reel below. Other Reel examples: Reel 1, Reel 2, Reel 3, Reel 4, Reel 5, Reel 6.
An Instagram Reel created at the United Nations General Assembly (UNGA) in New York for Australia’s Foreign Minister, Penny Wong.
Red Carpet Events
G’Day USA Arts Gala (2019-2024)
5+ years of leading on-the-ground content and live red carpet and event coverage for this annual celebration of Australian excellence in the arts, including live posting and video, red carpet looks, and coverage of entertainment.
As seen in Vogue, People, Page Six, Variety, Daily Mail.
A celebration of Australian excellence in Hollywood. Featuring 2024 Honorees: Delta Goodrem, Craig Gillespie & Samara Weaving; hosted by G Flip. With honoree presentations by Kelly Rowland, Sebastian Stan, Matt Bettinelli-Olpin and Tyler Gillett.
In 2023 the G’Day USA Arts Gala celebrated its 20th year. Featuring 023 Honorees: Sam Worthington, Miranda Kerr and The Kid LAROI.
Alo Moves @ SXSW 2024
Alo Moves Yoga Activation at SXSW Austin
Alo Moves, in collaboration with Qantas, hosted a yoga activation at this year’s SXSW Festival in Austin. Lead by pilates instructor Bianca Melas at Australia House, I covered the content use by G’Day USA, the American Australian Association and Bianca Melas.
SXSW Festival
SXSW Festival, Austin TX (2019, 2021-2024)
5 years of generating on-the-ground social media content to promote Australia House @ SXSW to promote the panel events, speakers, activations, live music and parties.
Australia House @ SXSW is located in the heart of the action on Rainey Street and is an all-encompassing Australian experience featuring technology showcases, music performances, keynote speakers and interactive displays by some of Australia’s leading experts in the film, music, thought and innovation sectors.
Recap video below. Reel examples: Reel 1, Reel 2, Reel 3, Reel 4.
Australia House @ SXSW 2024 Recap
Bluestone Lane
Interview with mural artist Aretha Brown for Bluestone Lane
Bluestone Lane’s DUMBO, NY location commissioned Gumbaynggirr artist and young activist Aretha Brown to revamp their cafe with a custom mural. I interviewed, filmed and photographed Aretha throughout her process. This piece was shared on Bluestone Lane’s social media, the Australian Government’s social media channels, and included in an article on the National Indigenous Times.
Bluestone Lane Instagram Post, National Indigenous Times Article.
Video interview and piece for Bluestone Lane on mural artist Aretha Brown.
Amidst the isolating backdrop of the COVID-19 pandemic, I initiated and managed the "Down Under Escape" campaign, a digital sanctuary tailored for Australians in the United States. Recognizing the homesickness and longing felt by many amidst border closures and travel restrictions, this online ‘escape’ fostered a sense of connection and belonging to Australia, while becoming a lifeline of comfort, inspiration and and camaraderie for Australians abroad.
Community building campaign: Down Under Escape
Through the development of a comprehensive micro site and a strategic social media campaign, I curated engaging content aimed at evoking the essence of Australia and providing a much-needed escape from the confines of the pandemic.
Weekly updates ensured a steady stream of diverse offerings, from recipes to virtual tours of iconic Australian museums and zoos.
Moreover, the campaign facilitated community building by directing individuals to online forums and groups where they could forge meaningful connections with fellow Australians navigating similar circumstances.
Online Community Management
During the COVID-19 pandemic I helped thousands of Australians 24/7 through travel advice, consular support, outreach, and online community building, to create a link back home for Australians remaining overseas. I single-handedly lead the social media management and online communication strategy for the Australian Government in the United States, working across multiple time zones to be proactive, active and visible to the online community, which was vital to building authenticity and public confidence.
Through my COVID-19 online communication strategy, the Australian Government was able to:
1. Build confidence in the Government’s ability to mobilize and respond nimbly in the interests of Australians overseas
2. Build a sense of Australian community with Australians remaining overseas
More coming soon.
President Biden toasts Australian Prime Minister Anthony Albanese to “our partnership, our mateship and the future we’ll create together.”
Mateship Campaign: Australia’s most successful overseas public diplomacy campaign
Lead and delivered the most successful online campaign to date, ‘Mateship’. This campaign celebrated 100 years of friendship, business and trade, and the military alliance between Australia and the United States. I lead the branding exercise for Mateship, including working with an agency to develop a campaign logo, branding and brand guidelines, various marketing collateral, and merchandise. This was accompanied by a 12 month social media campaign which I lead, and was complemented with in-person events and activations.
The social campaign saw a reach of 111.5 million, a 20% increase in followers, and 40% increase in engagement. The hashtag #mateship was trending on X.com (formerly Twitter), and has been used by President Joe Biden and Former President Donald Trump, US Secretary of State, US Secretary of Defense, Congressmen and women, US Department of Defence, and other dignitaries in speeches and on social media. The term Mateship has resonated well beyond this campaign and is still used to describe the relationship between Australia and the US today, most recently by President Joe Biden in October 2023: Through the years, Australians and Americans have built an unsurpassed partnership and an easy mateship grounded on shared values and shared vision”, Mr Biden said.
Mateship Campaign: Branded Identity Materials
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![Mateship branded stickers]()
Branded Stickers
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![Mateship branded tote bag]()
Branded Tote Bag
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![Mateship branded camping mug]()
Branded Enamel Coffee Mug
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![Mateship Billboard Ad]()
Mateship Billboard Advertisement
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![Branded jerseys for USAFL National Tournament]()
Branded jerseys for USAFL National Tournament
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![Mateship Beer]()
Mateship Ale - a beer crafted in collaboration with a local brewery
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![INDYCAR Series Champion Will Power with his new Mateship racing helmet]()
INDYCAR Series Champion Will Power with his new Mateship racing helmet
Hi, I’m Aimee
I’m a results-driven, strategic thinking professional who has 14+ years of experience in digital marketing, strategic communications, multimedia development (video, photography, graphic design), and social media management.
When I’m not working, I enjoy hiking my way through one of the National Parks, sharpening my photography skills (usually with my dogs as the test subjects), and trying new local restaurants.
Originally hailing from Australia, I have lived in the US for 8 years. I spent the majority of that time living in Washington DC until my husband and I made the move to Los Angeles with our two dogs, end 2023.
I am authorized to work in the United States and I am excited for this next chapter!
Social Media Management
Strategy and implementation across all social media channels (Instagram, TikTok, Facebook, X.com, Pinterest)
Channel branding and voice
Forward content planning
Original content creation, including copywriting of social media posts across all social media channels
Analytics and reporting
Influencer collaboration and partnerships
Trend analysis and staying abreast of platform algorithms
Content calendar management and developing forward-looking social media plans
Digital Marketing
SEO and SEM for web content
Email marketing and e-newsletters
Website analytics and performance tracking (Google Analytics)
Website design and content management systems (CMS) proficiency (WordPress, Drupal)
Strategic Communications
Corporate communication strategies
Internal and external communications
Message development and brand storytelling
Media relations and press releases
Multimedia Development
Highly proficient in the Adobe Creative Suite CC, including: Photoshop, Lightroom, Premiere Pro, Illustrator, InDesign
Videography (including mic and lighting set-up, and post editing)
Graphic design for social media (using Photoshop and/or Canva Pro)
Photography (including post editing in Adobe Lightroom)
