Experiences & Projects

I’ve been on the marketing adventure for the past 7 years, throughout which I’ve spent time with cozy local businesses (which taught me about resourcefulness), as well as multinational brands (which taught me about scale). My journey thus far has been characterised by a strong track record of successfu project delivery and a tightly woven web of relationships with both internal stakeholders and external partners. Curious to know more? Read on!

Digital Marketing Manager
Fast Track

(October 2022 – Present)

As Fast Track’s Digital Marketing Manager, my primary objective is to conceptualize and execute initiatives that establish Fast Track as a world-class brand within the iGaming industry and beyond. Such programs include;

Managing all facets of digital marketing to ito amplify lead generation at various touchpoints (PR, Social Media, Webinars, Email, etc.).
Devising and monitoring the media plan, optimizing placements while adhering to budgets, and tracking ROI.
Overseeing Fast Track’s presence and reputation across all major industry publications and trusted review sites.
Positioning Fast Track as a world-class brand through a content calendar that reinforces field marketing efforts, spotlights internal thought leaders, and educates audiences about the ground-breaking product features.
Developing Fast Track’s brand bible, Tone of Voice guide, and materials to solidify the brand identity coupled with producing collateral such as case studies that exemplify the tool’s value for clients of all sizes and stages of their journey.
Attracting and hiring top talent to help the team scale efforts and deliver marketing initiatives to achieve our objectives.
Compiling award submissions that commemorate our achievements and acknowledge the collective team’s contributions to shaping a market-leading product.

Standout Moment

It was super sweet to end the company’s award drought and bring home the “Great Place to Work” Award at the International Gaming Awards night 🏆

Join the celebration on Fast Track’s LinkedIn page

Social Media Specialist
Casumo

(August 2020 – April 2022)

During my time at Casumo, I was responsible for Casumo’s channel strategy as well as the development and execution of social content on player-facing channels. My key tasks included:

Creating and maintaining the global content plan for all social media accounts and markets.
Working with design and brand teams, as well as agencies, to produce high-quality visual and written content that showcases Casumo’s brand personality and engages both new and existing players, while aligning to our brand and tone of voice guidelines.
Ensuring all content has clear objectives, tracking and reporting associated to support business targets, as well as full compliance with the regulations and nuances of each market.
Driving improvement through a ‘test & learn’ framework, analyzing social metrics to establish insights and best practices that help to refine future content and improve the impact of our social activity.
Collaborating closely across multiple teams on the ideation and execution of campaigns, aligned with business goals.
Building streamlined processes to align with other marketing functions, ensuring content & reporting can be adopted for any new brand or market.
Managing relationships with external partners contributing to the creation of multimedia content and localization for different markets.

The project I’m fondest of

Launching an educational video series, in strong collaboration with the SEO team. The objective was to leverage YouTube searches for specific games and themes and funnel viewers to the Casumo website. I was brought in at the ideation stage and managed every aspect of the project, coordinating with multiple teams and external agencies to make this happen. This was one of the most exciting projects in my career.

Women’s Day interview with Casumo’s Director of Gaming (click to watch on Facebook)

You can check out the Video Slot Series on Casumo’s YouTube channel.

Digital Marketing Specialist
Yellow

(September 2019 – August 2020)

As Yellow’s Digital Marketing Specialist, I was responsible for managing Yellow’s digital presence, as well as that of sister brands, across multiple channels, coordinating the occasional event, and managing clients. My tasks included:

Collaborating with the content and design teams, as well as external influencers, on the creation of fun, informative and topical content to acquire website traffic and enhance brand awareness.
Facilitating access of data to all members of the team, fostering a test and learn approach, and ensuring all campaigns are measured and optimized for performance.
Supporting the product and design team with suggested improvements to enhance user journeys and UX.
Building mechanisms and streamlined processes to align the sales and marketing departments. This includes capturing data from sales, to analyze trends that lead to better lead gen campaigns and hence a higher conversion rate.
Maintaining strong relationships with clients and partners.
Helping out with the organization of offline events and ATL campaigns.

Biggest Lesson Learned

It was here at Yellow that I learned how to lead a monthly content meeting and build an effective content calendar. Thanks to these meetings I gained a better understanding of SEO, using tools to find content gaps, producing content that pulls, and which insights to leverage that are useful to other teammates. I built my first test & learn system which I kept using and developing throughout my career.

Team Yellow at the EY Attractiveness Event
Halloween at Yellow
Yellow Treasure Hunt and Prize Winning Ceremony
Happy New Year from Yellow’s marketing team
Carnival at Yellow: Human focused content always took center stage

All photos were obtained from Yellow’s Social Media Channels.

An article I wrote for Yellow in the run-up to the Malta Marathon which I was also participating in.

A blog contribution around how to support local businesses struggling due to the Covid pandemic.

Senior Marketing Executive
BigMat Malta

(December 2017 – August 2019)

I joined BigMat in the role of Marketing Coordinator and saw my role evolve over the 2.5 years I spent at the company. I performed a wide array of marketing tasks and projects, including:

Creating and implementing the marketing strategy aligned with BigMat’s goals and objectives as well as efficiently managing budgets.
Consistently assessing the effectiveness of different campaigns and events through in-store and online feedback surveys, google analytics and data obtained through social media pages, ensuring a good return on investment.
Developing campaigns and engaging content for various mediums including Facebook, Instagram, email, TV, radio SMS and newsletters.
Recruiting and training new members of the marketing team and offering support to all BigMat employees through the creation of templates and procedures that facilitate operations and ascertain that all staff contributes to the success of ongoing campaigns and projects.
Ensuring a memorable shop experience for customers through the creation of eye-catching and informative signage as well as the organization of several events per year.
Liaising with marketing agencies responsible for our design work and maintaining professional relationships with other external partners.

Proudest Moment

Leveraging the power of social media to home a kitten found on the street by one of our drivers. The Facebook Post reached 30,000 people organically within the first few hours, and the kitten was homed within a day. 🥲

See the Kitten

The marketing team preparing a quarterly newsletter
BigMat’s 4th Anniversary event
Pet Day organized at BigMat
The BigMat team joining The Wave of Change challenge
Christmas at BigMat
BigMat Staff during one of the Family Events organised during the Christmas period
DIY week – a yearly event offering free DIY classes in store

All photos were obtained from BigMat’s Social Media Channels.

The Healthy Malteser

The Healthy Malteser is a passion project which I undertook to gain hands-on experience using Word-Press and learn SEO. My goal was to reach out to those who struggled to eat well consistently and show that by being a tad more creative in the kitchen they can still enjoy great-tasting food that nourishes their body.