Image by Marcelle Bradbeer
The thinking first, then the fun bit.
In Cahoots started in 2017 as the email address I managed artists from, in 2023 I went full-time freelance and it's turned into a small practice since becoming a registered company in July 2025.
My experience spans ten years across agencies, artist management, venues, touring, festivals, merch and ticketing, every job in music at some point or another.
In Cahoots is just me, one person, so the person you talk to on the first call is the one running your campaign, writing your emails and checking your ads every week, and I'd much rather keep it that way :)
There's an MBA under all this too, currently at Melbourne Business School, the organisational psychology, leadership, data, finance and operations side of it, so there's a proper business head behind the marketing :)
That's also why I care as much about what's left behind as the campaign itself, the plans, templates and dashboards your team keeps using once we wrap :)
What I bring to the table
The marketing comes first, strategy, brand, paid ads, social and running the whole thing week to week, and alongside that I build the things a campaign runs on, from the pages people land on to the workbooks your team keeps using after we wrap :)
Strategy
I work out who you're talking to, what success looks like and where the budget goes, before we spend a dollar.
Brand
Getting the look and the tone right across the artwork, ticketing pages, emails and captions, so people know it's you before they've read the name.
Paid ads
I build and run the Meta and Google campaigns and check them every week, aimed at the people most likely to buy a ticket, and you can see where the money went.
Social
The posts, reels and stories that keep people interested between announcements, planned on a calendar you can see and written in your voice.
Management
Running it week to week, the timeline, the budget, the suppliers and the sign-offs, so it's off your plate :)
Plus the things I build
I build these from scratch for each client, and they're free and part of my service, with no subscriptions to sign up to :)
Websites and comms
Castlemaine Documentary Festival's new site in Framer, with the film program, live Humanitix events and the forms wired in, plus a link in bio and a monthly newsletter built to match, so everything CDoc sends out looks like the festival.
cdocff.com.au ↗ · Link in bio ↗ · October newsletter
Landing pages
Sign-up, ballot and what's-on pages built in each event's own look and sitting on their own link, so the on-sale can go live while the website waits. There's one clear thing to do and nothing to wander off to, every sign-up drops straight into a welcome email flow, and I set the tracking myself, so you can see exactly who's new, who was already on your list and how they found you.
Beechworth Granite Classic ↗ · Gaytimes ↗ · Northcote Theatre ↗
Custom-coded emails
Emails built by hand to look like the event, from the Gaytimes ballot through the general sale to the sold-out send, with Luka Wild's art in every one.
Gaytimes 2027 · Art by Luka Wild
Lineup drop · Lineup video · Lineup email
Dashboards
Every channel on one timeline, ticket sales next to the posts, the ads, the emails and the press, so you can drag back to any day and see what made the difference.
Workbooks
I've been using these workbooks with teams for over a year, the plans, budgets and templates we run everything from, and I've turned them into templates you can use on your own. They've got a new home, fyi., for your independence :)
Who I work with
Passionate, kind people making excellent work, with me handling the risk, the forecasting, the budget and checking there's an audience before the money goes out :)
the audience work, the paid campaign, the content plan and the presale.
You geta plan with targets, ads running start to finish, a weekly sales update and a wrap for the acquittal.
Gaytimes · Image by Duncan Jacob
In Cahoots with…
Past & Present
Services
A few ways we can work together, depending on what you need :)
Embedded Partnerships
I join your team as your marketing lead and run it week to week, strategy, campaigns, systems, reporting, the lot, and I'm around for the quiet weeks as much as the big on-sales! This is how I work with Northcote Theatre.
Campaign Projects
One campaign, brief to wrap, with the paid ads, content, social and PR, whatever moves tickets and grows the audience. This is how I worked with The Jungle Giants and When Pigs Fly!
Strategic Advisory
You bring me in to pressure-test your approach, ask the hard questions about who you're talking to and why, and leave with a plan your team can run with.
Capability Building
The goal is you don't need me anymore :) I set up the systems, templates, workflows and training so your team can run it themselves.
Work
Festival Campaign
Tenth year. Sold out through a ballot.
Gaytimes 2027
Gaytimes came home to Gembrook for its tenth, back after a year off, and we sold it through a ballot first, which meant building the sign-up page, the random draw through Humanitix and all the comms around it. The ballot came in about three times oversubscribed, general sale cleared the rest, and it's sold out months before the gates open! A proper team effort with Anna and Tamsin :)
Image by Duncan Jacob
Festival Campaign
Sold out NYE 2024. Sold out again NYE 2025.
When Pigs Fly NYE 2024 + 2025
I was marketing lead for WPF in 2024, hands down the funnest project to write for! A proper team effort with Benny, Liam and Sprinks. We sold out with a waitlist longer than the ticket allocation, then came back for NYE 2025 and did it again :)
Image by Kevin McDowell
Tour Campaign
UK + Ireland tour and the 'Live at The Tivoli' video series.
The Jungle Giants
Paid ads for a UK and Ireland tour, new markets where the band didn't have a built-in audience yet. We also put out 'Live at The Tivoli,' five videos from their hometown show that ended up doing 592K views! Good reminder that if the content's right, the targeting is the easy part.
Image by Byron Spencer
Venue Partnership
Three years embedded. Consistent sellouts.
Northcote Theatre
Three years as part of the Northcote Theatre team, running the marketing week to week. The room already had momentum, great programming, loyal audience, and my job was to make sure the campaigns matched. $3 CPA average across that time! It's a really good room to work for :)
Image by Naomi Lee Beveridge
Festival Partnership
From quarterly sounding board to marketing and operations lead.
Castlemaine Documentary Festival 2026
Castlemaine's own documentary festival, right here on Dja Dja Wurrung Country. I came on as marketing lead for 2026 after a stint as their quarterly sounding board, took on the paid content and the strategy with a push for a younger audience, and I'm staying on as Marketing and Operations Lead through to the 2027 festival. Regional festivals with this much heart are a joy to work for :)
Image by Carmen Bunting
Questions
If you're wondering whether I'm the right fit, start here :)
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