Ten years in the community, from every angle.
HOW I WORK
Strategy first. Then the fun part.
I'm Caitlin! I've spent ten years in Australian independent music — agencies, management, venue booking, touring, festivals, merch, ticketing. If there's a job in the ecosystem, I've probably done it at some point.
Most places I walk into have good people doing good work, just not talking to each other. Someone's running ads, someone else is doing PR, and nobody's asked whether any of it connects.
I'm the person in the middle making sure it all hangs together before it goes out the door.
I'm also halfway through an MBA at Melbourne Business School — turns out there are frameworks for the stuff I've been doing by instinct for ten years!
PROUDLY
IN CAHOOTS WITH…
CASE STUDY 01
Campaign Project
SOLD OUT NYE 2024. SOLD OUT AGAIN NYE 2025.
When Pigs Fly NYE
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
CASE STUDY 02
Campaign Project
UK + IRE TOUR & '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
CASE STUDY 03
Embedded Partnership
TWO YEARS EMBEDDED. $3 CPA. CONSISTENT SELLOUTS.
Northcote Theatre
Two 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
SERVICES
Strategy and campaigns for music and arts organisations. I ask a lot of questions at the start and then stick around to make sure the answers turn into something useful!
FAQ'S
Questions I get asked a lot!
If you're wondering whether I'm the right fit, start here :)
What does a fractional CMO do?
How do engagements work?
Who do you work with?
What's the typical timeline?
Do you execute campaigns or just advise?
