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Need help with:

content strategy?


Work with a multi-skilled digital marketer 

I am a freelance digital marketing and publishing professional who has worked with some of the world's largest publishers, travel, retail and B2B brands to craft content and marketing strategies that drive results – for 20 years and counting. I've authored multiple children's and craft books and design my own toys and patterns.

I am known for having many skills – and learning new ones quickly. I am a published writer and photographer. I know basic code. I have developed training for prompt craft, SEO, HTML and designing with the Ceros interactive platform. I actually like writing award entries and making manuals. 


I am always moving, always learning, and I love getting my hands dirty.


What I do

How I can help you


Writer/author whose words have appeared in magazines, books, websites, social posts, pitch decks, award entries and even on cereal boxes. Contact for copywriting, feature writing, UX writing, award writing and more.


Read travel writing samples.


SEO content specialist with a keen interest in AI and the future of search. I can audit your website, recommend content and technical improvements, develop an SEO-led content strategy and produce SEO-optimised copy.


Content strategist for all channels. This includes research, content audits, creative concepts and detailed content plans for all formats across web, email and social. I can work with you on strategic responses for tenders, pitches, and campaigns as well as larger content, brand and digitial marketing strategies.


Problem solver who can look at your business and audience needs and help you get the right result. I can consult on projects of all sizes and deliver workshops, training, digital transformation or help with any marketing problem.

Who I've Worked With

Who I've worked with

  • Former online editor

  • Travel Insider website launch and subsequent re-platform

  • Feature writing: Winner of NATJA award

  • Magazine app launch

  • Strategy for editorial content across many channels, including: website, email and Instagram

  • Content campaign concepts for Australian market

  • Feature writing

  • Photography and video for partnership content with Qantas magazine that appeared online, in print and on social

  • Reporting and insights to inform future campaigns

  • Consulted on website content and digital build for Discovery magazine website

  • Month-long contract in the Hong Kong office of then publishing partner Bauer Media

  • Author of children's book, Poppy's House, published by Walker US/Candlewick Press

  • Worked collaboratively on launch marketing, including: social content, book signings, competitions and in-store displays

  • Secured dedicated window display at Water Street Books

  • Developed the Eva's brand, story and concept

  • Hands-on build and management of website, social and media relations

  • Grew email database of 30k+ contacts

  • Manages franchise marketing including web leads and trade shows

  • Digital and content strategy for launch of Discover Cruising editorial website

  • Wrote and commissioned hundreds of SEO-optimised articles for different personas 

  • Audit of web and social content for multiple brands

  • Working with Adobe Analytics and Hootsuite to develop custom dashboards, evolve reporting and offer insights to inform content strategy

  • Author of Cool Knitting and Little Land of Knitting published by Australian Women's Weekly (AWW) Books

  • Separately, I worked with the AWW books team to launch mobile and iPad apps for their recipe books

  • Former Digital Director. Worked with the co-founders since the agency launch

  • Worked on everything from company brand identity and website, to awards, to tender responses, to digital strategy, to content production, to interactive digital design

  • Developed and led training programs

  • Multiple speaking engagements

  • Worked on a brand partnership for the Care Bears' 40 year anniversary

  • Designed and executed an experiential promo with custom ice cream cones, wall graphics, claw machines and social videos in two storefront locations

  • Content used on official Care Bears Instagram 

  • Berbay author with new children's book coming in 2024

  • Represented by Inkwell Management Literary Agency

  • Content creation for Australian market

  • Feature writing

  • Photography for Qantas magazine editorial that appeared online, in print and on social

  • Native content for winter campaign appearing across Qantas channels

  • Content creation for Australian market

  • Native content for campaign appearing across Qantas channels

  • Contributed hotel reviews and articles for online Tablet magazine

  • Developed the Guerrilla Burger brand and helped develop concept

  • Hands-on build and management of website, social and media relations

"I had the pleasure of working with Karla when we launched Travel Insider for Qantas. With a large task and untested product placed in front of her, Karla faced each challenge wth optimism and great humour. The quality of her work and the ability for her to think outside the square are two of her strengths. Definitely a talent in this area, Karla was key in the success of this product." 

Nicole Shepherd

Former Manager Digital Customer Experience, Qantas 

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