Caitlin Costello is a Strategic Content Specialist from Melbourne, Australia.

 

Caitlin is a lover of words and a storyteller by trade, with a long-held passion for using language to make systems and products make sense.

With ten years of experience at the junction of strategy and creative, Caitlin is confident in balancing insight, innovation and empathy to create meaningful, strategically-led, memorable digital experiences.

She’s also great at writing about herself in third person.

  • 2023 — Present

  • 2016 — Present

    Freelance Content Specialist providing creative, copy and strategic support and oversight.

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    Ask me about… a creative or strategic partnership for your small business.

  • 2020 — 2022

    Senior content design expert responsible for researching, planning, writing, wiring and prototyping across integrated projects for clients including Dulux Group, Mastercard, Maybelline, Minderoo, Catch Group, eBay and Credit Corp.

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    Ask me about… my contribution to the multi-region multi-lingual early education app with a mission to help all children to thrive by five.

  • 2019 — 2020

    Content Strategist responsible for leading and delivering integrated digital content strategy across a diverse group of clients including NAB, Nissan, Officeworks, Bunnings, HESTA, Movember, Golf Australia and CPA Australia.

    Worked alongside UX specialists to develop and facilitate research, workshops, user experience testing and planning sessions with local and international customers, clients and senior stakeholders.

    Lead content and copywriting team to ensure all outgoing work serviced strategic goals and objectives and met high quality standards.

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    Ask me about… how stakeholder interviews across five different timezones paved the way for a global publishing process that works.

  • 2016 — 2019

    Senior Content and Engagement Manager responsible for copywriting and content strategy and development for key creative campaigns for clients including Reece Group, Pursuit, Zuster, Light Project, Bar Carolina and Tetto di Carolina.

    Developed brand strategies and frameworks for emerging and existing brands, conducting brand immersion and development workshops to inform and recommend strategic activities.

    Managed up to four Content Managers and Coordinators and ongoing freelance support to produce high quality, on-brand work. Mentor to junior team members, identifying opportunities for development and growing confidence and skills.

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    Ask me about… toilet technology. No, really. I’m an expert.

  • 2014 — 2015

    Online Content Coordinator responsible for copywriting web-optimised content including new product listings, blog content, and ongoing EDM/CRM comms.

    Supported event coordination and local brand activation including PR/influencer outreach, printed collateral and pre- and post-event comms.

    Developed and implemented a localised social media content strategy in line with global brand guidelines, with a targeted approach to growth and engagement.

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    Ask me about… my favourite Australian makers and how our small, local team helped make them known through on- and offline activities including pop ups, a bridal show, and the first ever Etsy Design Awards — now a global initiative.