As Social Media and Brand Manager at Viva Photography, I had the privilege of shaping the voice and visual identity of a luxury brand with nearly three decades of heritage. Known for its high end portraiture and exceptional client experience, Viva operated at an average sale price of $2,500 per client, positioning itself as a premium player in the Australian photography industry.

In this role, I was responsible for leading the company’s digital presence and brand strategy during a pivotal time. My focus was on elevating brand perception, deepening client trust, and driving engagement through authentic storytelling and strategic partnerships.

A core part of my work involved managing and curating social media content across platforms and fifteen thousand followers. I developed a content strategy that centred on client testimonials, behind-the-scenes moments, and high impact visuals that reflected the emotional value of our services. By showcasing real stories and genuine experiences, we built stronger connections with our audience and reinforced Viva’s reputation for excellence.

I also took ownership of website maintenance and optimisation, ensuring the site remained visually aligned with our luxury positioning while improving usability and conversion pathways. This included updating galleries, refining copy, and integrating new client success stories to keep the brand narrative fresh and compelling.

Beyond content, I played a key role in forging strategic alliances with local businesses and event organisers. These partnerships expanded our reach, opened new client pipelines, and positioned Viva as a trusted creative partner in the community. Whether it was cross-promotions, collaborative giveaways, or event sponsorships, each initiative was designed to align with our brand values and target market.

One of the most significant campaigns I led at Viva Photography was the rollout of our premium $5,000 product, Opera is a luxury offering designed to transform a powerful two-hour photography session into a bespoke, museum quality artwork. This product was more than a portrait; it was a deeply personal experience, crafted by a master photographer with over 40 years of expertise. To support the launch, I facilitated the design and development of dedicated web pages that reflected the elegance and emotional depth of the Opera experience. I also managed a targeted Meta Ads campaign, carefully segmenting audiences to drive awareness and interest across our 15,000 social media followers and a 300,000-member client database. The campaign focused on storytelling, exclusivity, and emotional resonance which positioned Opera as a journey of self-discovery and a celebration of individuality. From digital strategy to creative execution, this launch was a masterclass in aligning luxury branding with performance marketing.

Working closely with the executive team, I also contributed to broader brand initiatives by supporting campaign development, refining tone of voice, and ensuring consistency across all touchpoints. It was a role that demanded both creative intuition and strategic thinking, and I thrived in the challenge of balancing both. These skills were pivotal when creating our information and product guide.

During my time as Social Media and Brand Manager at Viva Photography, I led the strategic growth of our digital presence through a blend of content planning, paid media, and targeted audience engagement. Over a 28-day period, our content generated over 80, 000 views and reached over 40, 000 unique users, demonstrating strong traction within our luxury market segment.

I also spearheaded a focused Pinterest strategy that resulted in a 206% increase in engagement, effectively expanding our visibility among aspirational, design-conscious audiences. Alongside organic growth initiatives, I managed and optimised significant Meta ad spend, ensuring each campaign aligned with brand objectives and delivered measurable ROI.

These combined efforts not only elevated Viva’s digital footprint but also reinforced the brand’s positioning as a premium, experience led photography studio.

Although Viva Photography has since closed its doors, the experience was invaluable. It taught me how to honour a legacy brand while adapting to a changing market, how to lead with empathy and clarity, and how to turn brand strategy into measurable impact. It remains one of the most formative chapters in my marketing journey.

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