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In the past ten years, I solved challenging issues for clients in media, communications, social impact, tech, university education & have depth in:

Speaking & facilitation 

Communication strategy

Social impact branding partnerships 

Event curation 

PROJECTS

A selection of Petra's innovative solutions designed & executed for her GLOBAL clients:

Aborigine Bark Painting
Process of Mobile Repair
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Woman with Hijab
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Worlds End South Africa
Aborigine Bark Painting

1.    Communications Strategist, Branding Partnership Lead:
Uluru Statement from the Heart Campaign 

Sydney

The challenge: Lack of clear messaging for a social justice campaign run through a university law school and  to drive engagement with  non-legal audience across video and social 

The solution: I  devised and implemented the social media strategy for the Uluru Dialogue Leadership team who is guiding implementation of the Uluru Statement from the Heart,  a campaign to reform the Australian Constitution for a First Nations representative Voice to Parliament, led by Professor Megan Davis, Pro Vice-Chancellor Indigenous at UNSW and Patricia Anderson AO, Co-Chair. 

Using my knowledge of the legal technicalities, I researched, hosted and produced  “The Voice“, an IG Lives interviews series with  prominent Australian celebrities and influencers who are supporters of the Uluru Statement. This series aimed to convey the core themes of the Statement in an entertaining, engaging, interview-style. 

I also hosted academic seminars, managed stakeholder engagement with prominent Australian corporations, individuals and benefactors.

Branding partnerships: Critically I devised, proposed and spear-headed a digital educational campaign with Australian fashion brand Witchery for the fourth anniversary researching and drafting all written collateral which the social team of Witchery then posted on 27 May (day of the anniversary) through their IG account with 500K followers. 

Finally, I concepted, and facilitated an official merchandise relationship with The Iconic,  after I identified the lack of storage option of t-shirts sitting at the University, limited sales channel as the purchase portal was hidden through the University website and had minimal penetration. The collaboration with The Iconic has been instrumental in increasing the reach of the campaign, and for a youth demographic to be on board with the messaging  #staytruetouluru.

 
Process of Mobile Repair

2.    Innovation Facilitator, Event MC:  
Huawei Europe 

Berlin

The challenge: Huawei Europe was searching for a native English Speaking Facilitator/MC based in Germany and fluent in German to MC  its various events across Europe covering themes of Big Data, Innovation, Industry 4.0, Cloud Technology. They were searching not only for a polished MC for the plenaries , gala dinners and fireside chats but also a competent event curator, to help plan the event together with the Marketing team who was based in Shanghai, China.

The solution: Together with the Huawei Marketing team in Shanghai, I curated a seamless event experience for the client . This went beyond independently researching and writing my own MC/Host scripts in English, as well as hosting the events with international delegates from between 200 - 10,000 people and undertook detailed  industry research for various events including the European Rail Summit, Hannover Messe, CEE Prague. A large part of the pre-event work included cultural briefings on German business norms, media outreach and English conference etiquette. 

 
 
Woman with Hijab

4.    Digital Creator  
NATIVES business communication

Berlin

The challenge: This growing language coaching and business skills training agency hailing from the industrial city of Bielefeld Germany needed a brand refresh and to increase its growth beyond language students. 

The solution: I devised a new social media management system including refreshing the twitter and fb handle to improve audience engagement. Other achievements include:

  • Blog development: interviewed guests and staff and drafted weekly blog posts profiling their lives, hobbies, quirky facts about the interviewee 

  • Brand support: workshop prep for their clients, reviewing docs/tenders, outgoing correspondence, press releases, pitching 

  • Narrative/conceptual: created content for their new workshops, talking points for media interviews, newsletter content

 
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Berlin

The challenge: Time-critical editing required for a book launch featuring 100+ ground breaking European urban projects and initiatives on Sustainability Design, Social Entrepreneurship, Startups, Renewable Energy.

The solution: I devised a project timeline to ensure timely delivery of the draft to the Publisher in Spain 

  • Narrative/conceptual: created content for their new workshops, talking points for media interviews, newsletter content

 
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6.    Innovation Facilitator  
rethink Media Publishing GmbH

Berlin

The challenge: As this emerging media publisher was something of a novelty in Germany at the time, the founders needed a native English speaker, fluent in German to manage their prepare training and innovation workshops for their clients in the design and education sectors.

The solution: I crafted, executed and delivered innovation workshops based on dia trends research and analysis (in German) to deliver to clients in design and language coaching sectors. In tandem with development of a communications platform consisting of tender preparation, and pitch writing skills. 

 
 
Worlds End South Africa

7.    Startup Campaign Manager 
Small World Social Media

Berlin

The challenge: This emerging Aussie start-up was in the process of  seeking to launch its European operations, with Berlin as its preferred hub. The founder required a seasoned legal and communication professional to overhaul the online ID/website, fluent in German and with a legal qualification to manage the dealings with media,  Berlin Senat (Local Council)  stakeholders as well as prepare and submit the grant application for startup funding with the Brandenburg-Berlin Investment Bank.

The solution: devised a complete brand support approach including completion and submission of the in-bound investment tender documents, application and due diligence liaison with local Berlin law firm for company’s German government. Communications collateral were also overhauled: including Website copy,high-level press releases ,media placement, social media account management:  Facebook  & Twitter handles, hashtags, audience engagement