Christina Cannes - Founder
Naturally curious, I love to solve problems and optimise products and services.
I think research and data analysis is a great way to spend the day as is design thinking and finding new solutions and revenue streams. With over fifteen years’ experience in media, marketing and innovation, I can run the gauntlet from startup to sponsorship to public relations.
I have an uncanny ability to sense where the foundational weakness of business are and how the business is under-serving their customer and under-delivering value. Oftentimes, I find business owners and managers too busy in the operational functions of the business to step back and see where they could provide – and better communicate – value to their customers. That’s where I come in.
I also published my first novel, New Henley, in December 2016. Set in the near future, it’s about what happens when medical artificial intelligence falls into the wrong hands – and how no matter what – love always wins.
I’m a disruptor, a creator, an explorer – if you’re looking for a shakedown in your business development strategy and finding ways to breathe innovation into your company culture, let’s work together.
Taking a media startup from $0 to $1.3M in three years.
4WD Touring Australia is a monthly, national offroad travel magazine and TV show airing on Network TEN. I was actively involved in all areas of the business including but not limited to business development, production, advertising and sponsor procurement, marketing strategy and planning, and editorial. From 2012 – 2014, 4WD Touring was the highest circulating monthly 4WD magazine (CAB Audit 30,000 print magazines per month), won best cover in the Magazine Cover Awards ‘Maggies,’ and Escape Media nabbed runner-up for small publisher of the year at the Publishers Australia Excellence Awards in 2014. Our success was a result of disrupting a market, designing the brand philosophy around travel as a spiritual journey and providing superior customer outreach and service.
Growing a quarterly magazine selling 5,000 copies per issue to a monthly magazine selling over 15,000 copies per issue.
Bauer Media Group manages a portfolio of more than 600 magazines, over 400 digital products and 50 radio and TV stations around the world. As a marketing consultant and writer for Camper Trailer Australia, I conducted readers’ surveys, re-branded and re-designed the magazine, and developed a specific editorial narrative by creating reader-focused content and engaging ‘characters’ in the magazines and across video and DVDs. The success was a result of creating a product that customers needed and wanted.
Designing a suite of customer-focused websites that increased ticket sales by over 40%.
The Woodford Folk Festival is one of Australia’s largest and longest running music festivals. During 2017, I project managed “front of house” driving ticket sales, festival gates and leading a team of seven staffers and over 200 volunteers. After experiencing firsthand the value perception problems and customer experience issues the festival suffered, I worked with an offshore team to design new websites for the Woodford Folk Festival as well as their brands Artisan Camp, The Planting and Woodfordia. I also managed and created content for their accompanying social media accounts as well as a new and improved EDM and a spring PR campaign for their national touring arm the Festival of Small Halls. The increase in ticket sales was a result of designing customer-centric websites that communicated value and made it easy for customers to purchase tickets.
Innovation overhaul by re-focusing the marketing strategy to create member-focused deliverables and working with consultants to create a more inclusive and diverse culture.
The Innovation Centre Sunshine Coast is an entrepreneurial hub based at the Sippy Downs campus of USC. I enhanced their digital platforms and live events by creating member-focused content (blog, video, social media, EDM) and in-person interactions with visiting entrepreneurs and specialists who could directly benefit the members. I also re-wrote and re-structured the marketing plan to focus on driving membership and better communicating and providing value to existing members.
While in the US, I used my natural innovativeness to:
- Create a business development department for Williams Mullen, a national law firm with over 230 attorneys in 11 offices.
- Create a lucrative government contract department for a B2B marketing agency.
- Create a consultancy for a government department that was suffering from budget cuts after 11 September 2001.
• Customer experience management
• Branding, market research & marketing plans
• Media & public relations
• Event management
• Content (web design, blogs, social media, print)
• Social media campaigns & advertising
• Contact & email database management
• Advertising & sponsorship packages
• Photography & videography
• Business development strategy
• Merchandising & distribution
• Export markets
• Product development
• Code: HTML & CSS
• CMS: WordPress, Shopify, Squarespace
• XERO accounting platform
• SMM: Hootsuite, Woobox & Later
• EMS: MailChimp. Sendgrid
• Design: Canva and Adobe
• CRM: Salesforce, Infusionsoft, Capsule
• Canon 6D DSLR + lens kit + editing
• Mac OSX + Windows
• Microsoft Office & 365