Hi, I’m Annie — a social and content specialist based in Sydney.

I didn’t intentionally start a career in social media.

My background is in fashion, where I worked as a stylist and buyer, spending long days on set during campaign shoots. Somewhere along the way I started noticing something interesting. The candid BTS moments we were capturing on i-phone often resonated more online than the polished campaign imagery we had spent days creating.

This was back in the social media stone age, long before TikTok and when Instagram was still mostly square photos and Valencia filters. That curiosity around what actually makes people stop, watch and engage sent me down the social media rabbit hole. I have been there ever since.

These days my focus is on building social that feels native to the platform and genuinely interesting to the people it is trying to reach.

I believe social media should entertain and inspire. It is about creating content people actually want to watch, share and come back to. Not just something that fills a feed.

Smart creative, the right talent, and a sharp instinct for spotting cultural moments before they move on. The kind of work that earns attention rather than demanding it.

Collaborative by nature, curious by default, and quietly obsessive about the details, especially when it comes to content. When I am not working you will probably find me at the beach, trying a new restaurant, or off exploring a corner of the world I have not seen yet.

Let’s chat!