My
Story
Hi! I'm Crystal 👋
I’ve spent the last few years deep in the wonderful, chaotic world of socials and content creation – helping brands not just show up online, but actually belong there.​
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I get embarrassingly excited about helping brands develop a powerful POV that taps into culture in ways that feel natural, not forced. For me, it’s all about turning problems into insights into action (asking “why” just enough times before people start pretending they didn’t hear me).
Experience
Education
AdSchool | 2024
Monash University | 2018-2021
Skills
& Expertise
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Big ideas, backed by insights – Turning audience behaviours, platform trends, and cultural shifts into strategies that actually resonate with people.
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Making brands feel like they belong online – From reactive trendjacking to always-on content, I craft social that feels native, not forced.
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Creative meets data – It's not just about making cool stuff (although I do love cool stuff), I track what works, tweak what doesn’t, and optimise for real engagement.
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Trend detective – If it’s happening on social, I probably saw it first (and I’m already figuring out how brands can use it).
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From strategy to execution – I don’t just write the plan and deliver fun creative briefs, I'm see it through with connections and comms planning, all the way through to the post-campaign analysis, and even finding ways we can take it further after the close of the campaign.
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Building communities, not just followers – Whether it’s through influencer collabs or organic engagement, I make sure brands actually connect with people.