A year on professional placement inside Swinburne's broader marketing team, supporting Enterprise (Swinburne Edge short courses), Innovation and Alumni marketing — end to end, from campaign brief through to lead generation, nurture and reporting.
What the role covered
Enterprise Marketing sits across three connected parts of Swinburne — I supported all three, which meant switching between B2C course marketing, research-led communications, and community engagement in the same week.
Planned and ran LinkedIn and Meta lead generation campaigns for Swinburne Edge short courses, took full ownership of the LinkedIn page, and managed email nurture from list through to enrolment.
Acted as custodian of the innovation and research reporting, running Adobe Analytics dashboards to track performance and inform where content and budget should go next.
Authored 30+ pages in Adobe Experience Manager, improved SEM keyword performance, and contributed to alumni-facing content as part of a full site UX overhaul.
How the leads actually move
Every lead-gen campaign I ran followed roughly the same funnel: an ad built around a free resource, a short-form nurture sequence once someone's in the database, and a lookalike audience fed straight back into the original ad — so the ad kept improving as the list grew.
Lead campaigns
Both ran the same shape: a LinkedIn post driving to a free, practical resource, which fed straight into a Swinburne Edge short course.
A LinkedIn post aimed at people already managing projects informally, offering a free Project Management Template (Gantt chart) as the lead magnet — feeding into Swinburne Edge's Project Management Fundamentals short course.
Targeted at supervisors who needed a straightforward framework for giving feedback — the post offered a Five-Step Feedback Guide as the lead magnet, driving into Swinburne Edge's leadership and management courses.
Organic content
A sample of the organic LinkedIn content run alongside the paid campaigns — the mix that grew the page's following by 33% over the year.
On the habits that separate a project that finishes cleanly from one that drags on.
View on LinkedIn ↗ LeadershipOn being overlooked for leadership opportunities, and how to change that.
View on LinkedIn ↗ Project ManagementThe lead campaign post — offering the Gantt chart template to project owners.
View on LinkedIn ↗ CoachingOn why coaching has become a go-to tool for developing people at work.
View on LinkedIn ↗ Course promotionA seasonal enrolment push timed to year-end planning.
View on LinkedIn ↗ CoachingMaking the case for coaching capability as a core leadership skill.
View on LinkedIn ↗Video