During my time at R-Co, this was one of the many brand positioning projects I took on. It was a heavily strategic job with digital/e-marketing at the forefront. The challenge: Crowne Plaza Melbourne needed a brand overhaul to reflect the glamour of its South Wharf location and reposition itself within its parent brand (IHG). The approach: I crafted 
a new digital positioning and e-marketing strategy, wrapped up in the tagline, “all about you, always.” The goal was to create an empathetic, emotive brand that balanced work and leisure, emphasising connectivity and inclusivity. The result: The project helped transform the brand into a more inviting space for a diverse range of guests. This role also had me leading corporate meetings and building strong client relationships, and though no free hotel stays yet, I’m optimistic!