2025
Torrens University
Bachelor of Business (Marketing)
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2025 – Present
Store Associate | TJX Aus
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2025
Marketing Strategist | ASI
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2025
Marketing Intern | St Frock
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2021
Assistant Counsellor | ASI
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2020
Reception Executive | Australian Global College
To secure a dynamic role through transferable skills
and diverse experience
across marketing, logistics, and designensuring immediate and effective
contributions.
Market & Comm
Copywriting, Analytics
Google and Meta Ads
GMC, GA4 | Shopify
Klaviyo | Style Arcade | Canva
Content Creation | Campaign Briefs
SocMed Strategy |Content Calendars
EDM / CRM
A/B Testing |SEO Fundamentals
Fashion & Retail
Buying Team Coordination
Product SKU Management
Photoshoot Production
Trend Research |Retail Operations
Creative | Art Direction |Photography
Brand Identity
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Warehouse & Logistics
Inventory, Safety, Warehouse, Stocktake, Material Handling
Loading/Unloading, Process
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Retail
Customer insight, engagement Personalised recommendations
market research, consumer behavior
Visual Merchandising,
Social Media visuals
campaign logistics
E-POS
Strategic Marketing & ResearchAudience Insight: Expert in applying advanced qualitative methodologies (Phenomenology, Grounded Theory) to extract deep user insights and translate them into actionable, detailed buyer personas (12+ segmentation variables).Strategic Planning: Applied rigorous frameworks (PESTLE, Porter’s Five Forces, SPACE Matrix) for macro-environment analysis, informing long-term market entry, risk mitigation, and competitive positioning for brands like Incu and Muckish.Digital Execution: Designed and executed multi-channel engagement campaigns, integrating digital platforms (Instagram/Facebook Live, podcasts) with traditional media, and managed comprehensive operational logs for consistency and measurable results (e.g., Australia Study Indonesia).Project & Event ManagementFinancial Oversight: Managed large-scale project budgets, including a $100k budget for the IFFA Awards. Strategically designed revenue streams through tiered ticket pricing, VIP packages, and multi-level sponsorship coordination (Platinum, Gold, Silver).Logistics & Planning: Developed event concept plans using Goldblatt’s Five W's and ensured flawless execution through detailed Work Breakdown Structures (WBS), Trello tracking, and drafting precise run sheets/site maps.
Design, Technology & Business OperationsPrototyping & Visualization: Proficient in 3D Modeling (Google SketchUp, Blender) for architectural visualization and skilled in hands-on 3D Printing and Laser Cutting. Utilized AI tools like Midjourney for high-fidelity concept generation.Financial Analysis: Capable of calculating critical business metrics, including Net Cash Flow, Break-even Points, and Surplus/Insolvency risk. Conducted Capital Budgeting and Cost-Volume-Profit (CVP) analysis.Ethical Management: Applied frameworks like the Triple Bottom Line and the Common Good Approach to evaluate corporate ethics and sustainability.
Leadership & Governance: Served as Vice President of the Student Council, implementing systematic processes to integrate junior members' perspectives and foster professional growth.High Adaptability: Demonstrated resilience by consistently achieving academic goals across diverse fields (Marketing, Business, Art) while successfully managing demanding external roles (internships/warehouse work).Collaboration: Successfully led coordination in complex, multi-disciplinary projects (IFFA, BIZ102), maintaining engagement and efficiently delegating tasks using digital tools (Google Docs, WhatsApp).
This is the summary of my projects, all done within the duration of the bachelors degree of
Business (Marketing) At Torrens University 2025.Whether done by myself, or within a group project, these are the curated evidence of battles fought against briefs, data, consumer shadows, and the silent demand to prove
influence and work. It would be a disservice to myself and to the people I worked with if these are archived forever for no one to see. They are the pure result of academic blood, sweat and tears.They are my prized work, my stood-out pieces. They are visuals of mock campaigns, echoes of ideas or brand repositioning that
shifted perception or the sorts. Or at least what I thought they are.
In terms of hobby, well "HOBBY" in itself,, THE WORD DOES NOT FIT. THESE ARE NOT PASTIMES!They are way more than that. THEY ARE THE ORIGINAL LANGUAGE, THE ONE SPOKEN BEFORE BRIEFS AND DEADLINES TAUGHT ME TO TRANSLATE. They speak past academia and are translation from my very own heart.
DEKASUPPLYCO. LUNAROTDEKA. DEKA.
THREE NAMES. ONE ONGOING REFUSAL TO MAKE WORK
THAT DOES NOT FIRST PLEASE THE EYE.
AESTHETICS FOR AESTHETICS' SAKE. SUPREMATIST IN BONE.
ECLECTIC IN BLOOD. GRAPHIC DESIGN, NOT HOBBIES. EVIDENCE OF A SELF
THAT EXISTS OUTSIDE OF PERFORMANCE.I Made them mostly for me.Hence.
NAMES GIVEN TO THE PART OF THE PRACTICE THAT BELONGS
ENTIRELY TO ITSELF — SUPREMATIST COMPOSITION,
FOUND IMAGERY, TYPOGRAPHY USED AS SHAPE,
NOT INSTRUCTION. THE MUSEUM BEFORE THE MARKET.
Uniqlo Avantgarde was a full-scale integrated marketing campaign developed to challenge a pervasive consumer assumption that elevated personal style is a privilege reserved for those who can afford luxury fashion.The conventional way of dressing, freed, but also to be unconventional does not also have to mean a higher price point.MEDIA PLAN: Integrated across digital (TikTok 9:16, YouTube 16:9, Instagram/Facebook 16:9/1:1/4:5), print (half-vertical magazine), and OOH (posters 4:3, billboards 970×250) Oct 2023 to Jan 2024
BUDGET: $672,000 AUD over 4 months projected reach of 2.6 million.
Every executional decision flows from that insight. The visual language draws from editorial fashion photography, rendered through AI image generation to simulate a full creative production, and is distributed across a media plan spanning TikTok, YouTube, Instagram, Facebook, print magazines, posters, and billboards.
BRIEF: Academic campaign project, Bachelor of Business (Marketing), Torrens University, 2023
CONCEPT: Brand repositioning of Uniqlo into the everyday avant-garde fashion space, targeting the tension between high-fashion aspiration and everyday affordability.
Eg. Youtube, Facebook(Meta), TikTok
The result is a campaign that embraces Uniqlo's essence. Accessibility at a comfort.
IFFA
Unda construction ,,
Project Brief
IFFA — International Film Festival Australia — is a real-world event consulting project undertaken as part of an industry placement module at Torrens University. The brief: design and plan a prestigious award ceremony from the ground up, on a working budget, for a live client. The result was a fully realised event concept modelled on the Oscar and BAFTA ceremonies — staged at The Palms Crown Melbourne, seating 800+ guests, with a visual identity built around black, gold, and emerald green.
The work spanned concept development, venue selection, stage and spatial design, guest experience strategy, sponsorship architecture, and logistics management. Alongside a four-tier sponsorship structure and tiered VIP packages, the event projected a revenue model scaling from a $100,000 operational budget to $1.2 million in total event value — with a projected profit of $420,708. This was not a simulation. It was a consulting engagement, and it was treated like one.
Project Outline
BRIEF: Industry consulting project
IND301A, Torrens University, 2024CLIENT: International Film Festival Australia (IFFA)
VENUE: The Palms Crown MelbourneCONCEPT: Oscar and BAFTA-modelled award ceremony black, gold, and emerald green visual identity, cabaret-style seating for 800+
ROLE: Event Planning Team concept development, venue selection, stage design, logistics, guest experience. Authored objectives, deliverables, allocation of responsibilities, and project charter.BUDGET: $100,000 operational $1.2M scaled event value $420,708 projected profitTEAM: Group 2, IND301A, T2 2024
Muckish
Unda construction ,,
Project Brief
Muckish is an integrated marketing campaign developed for a real Australian outdoor apparel brand founded by scientist Dr Kate Selway — a woman who built her own field gear because standard sizing failed her in Greenland. The campaign's task was to launch a new heavy-duty raincoat, retailing at $500, into a market where the brand had 142 Instagram followers and zero product sales. The strategy centred on one insight: authenticity is Muckish's sharpest competitive edge, and Dr Kate's story is the campaign.
My role was the visual layer — graphics, mockups, and the entire presentation architecture. Magazine placements, Spotify ads, social media creatives — every touchpoint the audience would actually see was built and consulted on from this desk. The strategy existed on paper; I made it exist in the eye.
Project Outline
BRIEF: Academic IMC campaign MKG203, Torrens University, 2023CLIENT: Muckish Gear
Australian outdoor apparel, Dr Kate SelwayPRODUCT: Heavy-duty raincoat $500 standard / $900 custom
TARGET: Women 25–50, Sydney. Outdoors, science-adjacent, sustainability-conscious.CHANNELS: Instagram · Facebook · Podcast · Micro-influencers · Wild Magazine · Trail Run MagazineBUDGET: $20,000 AUD / 3 months
ROLE: Graphics, PowerPoint
mockups magazine, Spotify, social media.
Visual consulting across all campaign touch points.TEAM: Anthony Reid · Dorothee von Drathen · Genevieve Hiscox · James Cook · Faiz Yasar
Epics of Asia
Unda construction ,,
Project Brief
Epics of Asia is a fully self-directed event concept and digital marketing project researched, designed, written, and built from the ground up. The brief asked for an event concept. The response was a multicultural Asian cultural festival rooted in something real: a location five minutes from home, in Liverpool, NSW, one of Western Sydney's most genuinely diverse communities, and a place with a living relationship to the Asian and Indonesian cultures the event was built to celebrate.
The research was not sourced from a distance. It drew from Wayang Wong court dance-drama, Cantonese opera, Chinese lantern festivals, Kunqu opera mask painting, Asian street food culture, and the layered multicultural food identity of Sydney's west, all threaded through an Indonesian lens that was personal, not academic.The final deliverable was a live website built on Wix, a complete event concept, and a body of work that no brief could have produced without the person who lived near it.
Project Outline
PROJECT OUTLINE
BRIEF: Individual event concept & digital marketing project
EVT101A, Torrens University, 2023CONCEPT: Pan-Asian multicultural cultural festival Liverpool, NSW. Five minutes from home.
INFLUENCE: Indonesian, Cantonese, Chinese, pan-Asian heritage and street culture
DELIVERABLES: Full event concept, research, live Wix website
ROLE: Everything, research, concept, location scouting, cultural curation, web design and build TOOLS: Wix, Miro
DEKASUPPLYCO (Unda construction ,, )
A proper company, not a student project, not a hobby. A legal agreement, three founders, departmental profit splits.
DEKASUPPLYCO was a one-season streetwear imprint — a co-founded operation between three people, built with a formal profit-share structure, a Guangzhou garment supplier, and a fully integrated e-commerce backend. Streetcar-inspired, the product range extended beyond 300gsm tees into complementary car culture objects: a NOS plush, dropshipped adjacents, all coherent within the same theme. One season. One run. Something real to point to.
PROJECT OUTLINEDEKASupplyCo co-founded single-season streetwear labelCONCEPT: Streetcar culture meets DEKA suprematist graphic language
PRODUCTS: 300gsm tees · NOS plush · complementary car culture drop-ships
SUPPLIER: Guangzhou garment sourcing and QC
PLATFORMS: Shopify · Meta · Google Merchant Centre · Instagram · TikTok
ROLE: Graphic design · QC · supplier liaison · e-commerce setup · social media · drop shipping
STATUS: Concluded, archived.
The visual language drew from the same place DEKA always does: purely aesthetic, for aesthetic's sake, no conceptual backstory required.My role covered graphic design and quality control, supplier liaison with Guangzhou for garment QC, Shopify setup connected to Meta and Google Merchant Centre, and Instagram and TikTok management.The aesthetic vision and the backend infrastructure were both the same pair of hands, MINE.
DEKA
Unda construction ,,
PHILOSOPHY: Aesthetics for aesthetics' sake. No brief, no mission, no conceptual justification required.
FRAMEWORK: Shape · colours · line/text suprematist composition
INFLUENCES: Malevich · Duchamp · Frida Kahlo · Pop Art · visual advertising · ancient Greek statuary · video games
OUTPUT: Graphic design · digital art · typography · collage · weaving of found imagery
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