Over nine months, I worked in the headquarters of the iconic Australian fashion label gorman on their PR and social media marketing. No one day looked like another in the fast-paced world of fashion.
My role comprised of many various hats; in any one day I was a combination of social media marketer, photographer, data analyst, customer service rep, stylist, strategist, public relations rep, copywriter, stakeholder liaison, art director or assistant art director, and many other things in between.
I created, curated, crafted and captioned daily posts to Instagram’s feed and Stories. A key milestone during my time there was running the social media coverage of Gorman’s 2019 VAMFF solo runway show ‘Celebrating Ten Years of Collaborating’ down at Heide Museum of Modern Art. I documented the event on Instagram throughout the night, including previewing the runway on Gorman’s Stories shortly after it happened: the whole fifteen minutes of it posted in back-to-back 15 second increments.
Alongside captions, Gorman required copy for lookbooks, product guides, press releases and email newsletters. Working my way around words is one of my favourite things to do, so it was no secret I was up to the challenge.
Throughout my time as social media manager, I produced and managed a dedicated social media photoshoot for each new collection. I also worked alongside Lisa Gorman herself to assist in the art direction of a handful of campaign photoshoots throughout Gorman’s ss18 and aw19 seasons.
Influencer marketing and PR was a core component of my role. In an effort to target broad audiences as well as niche ones, I worked with stylists, talent agents and in direct communication to dress celebrities including Claire Bowditch, Lily Allen, Ash London and Missy Higgins and influencers like Maryanne Moodie, Yassmin Abdel Magied, Liz Kamarul and Coury Combs.
It was a whirlwind experience and one that has contributed greatly to my depth of experience and knowledge as a digital marketing professional.