Selected marketing, brand and content projects spanning retail, property, culture, events and community engagement. Each project demonstrates a different aspect of my work — from building brands and marketing systems to creating campaigns, growing audiences and producing the content required to bring ideas to life.
ALICE & ARTHUR
10,200 Instagram followers
Nearly 5,000 Facebook followers
Built from zero across retail, e-commerce and social media
Nearly 5,000 Facebook followers
Built from zero across retail, e-commerce and social media
Alice & Arthur was an independent interiors and lifestyle store that I founded in Pärnu, Estonia, in 2018. The business combined a physical store on Rüütli Street with a Shopify e-commerce store and an interiors blog.
THE CHALLENGE
To build a distinctive and trusted lifestyle brand from the ground up, creating a clear identity that extended consistently from product curation and the physical store to social media, e-commerce and campaign content.
MY ROLE
Founder, Brand and Marketing Manager, Content Creator and Photographer.
THE APPROACH
I developed and managed the complete brand experience, including:
- Defining the brand positioning, visual identity and tone of voice;
- Curating a distinctive product selection around the idea of timeless home;
- Translating the same point of view across the physical store, Shopify website and interiors blog;
- Planning social media content and campaigns;
- Creating product, lifestyle and editorial photography;
- Producing video, campaign visuals and written content;
- Managing customer communication and customer engagement;
- Connecting creative decisions with customer experience and commercial goals.
The product selection and marketing were designed as one coherent whole. Rather than following short-lived trends, Alice & Arthur offered an identifiable perspective on creating a home with longevity, warmth and individual character.
THE RESULTS
- Built the brand, retail concept and its marketing channels from zero.
- Grew the Instagram account to approximately 10,200 followers.
- Grew the Facebook audience to nearly 5,000 followers.
- Established a recognisable visual identity across the physical store, e-commerce, social media and campaign content.
- Built an engaged audience around the brand's distinctive approach to interiors and the timeless home.
SKILLS
Brand strategy • Brand positioning • Product curation • Retail marketing • E-commerce • Content strategy • Social Media • Copywriting • Photography • Customer experience
PÄRNU CITY ORCHESTRA
Repositioning classical music through contemporary, audience-focused marketing.
Facebook audience grew from approximately 80 to 2,700
Sold-out concerts
Marketing approach highlighted in a professional course for cultural managers
Pärnu City Orchestra is a professional orchestra based in Pärnu, Estonia. I joined the organisation as Marketing Manager and Photographer, with responsibility for developing its marketing, digital presence and visual identity.
Sold-out concerts
Marketing approach highlighted in a professional course for cultural managers
Pärnu City Orchestra is a professional orchestra based in Pärnu, Estonia. I joined the organisation as Marketing Manager and Photographer, with responsibility for developing its marketing, digital presence and visual identity.
THE CHALLENGE
The orchestra had limited visibility on social media and no established, consistent marketing system. The challenge was to make its communication more contemporary and engaging without losing the quality and credibility associated with classical music.
The wider goal was to introduce the orchestra to new audiences, strengthen its role within the local cultural community and build greater interest in its concerts.
THE APPROACH
I developed the orchestra's marketing and visual communication from the ground up, creating a more consistent system across its website, social media, campaigns and concert materials.
My responsibilities included:
- Planning and delivering marketing campaigns for concerts and special projects;
- Managing social media channels and website content;
- Developing the orchestra's visual identity and public image;
- Writing audience-focused promotional content;
- Designing posters and campaign materials;
- Creating photography and video content;
- Documenting rehearsals, concerts, musicians and behind-the-scenes activity;
- Producing promotional video clips;
- Developing targeted campaigns for schools and city of Pärnu organisations;
- Building relationships with local partners and community audiences;
- Making classical music communication more accessible and relevant to a wider public.
Rather than promoting each concert as an isolated event, I developed a consistent content and communication system that gave audiences a clearer sense of the orchestra, its musicians and its role in the city and in the wider Estonian music field.
THE RESULTS
- Grew the orchestra’s social media audience from approximately 80 to around 2,700.
- Established a consistent marketing and content system across the orchestra's digital and visual communication.
- Helped strengthen the orchestra's visibility and broaden its reach beyond the established classical music audience.
- Concert participation increased noticeably during my time with the organisation.
- Marketed the sold-out summer concert featuring Rita Ray and Pärnu City Orchestra at Ammende Villa.
- Created a more contemporary and recognisable public image for the orchestra.
PROFESSIONAL RECOGNITION:
Pärnu City Orchestra's marketing was later highlighted during a professional marketing course for cultural managers at the Estonian Academy of Music and Theatre as an example of how classical music can be communicated and marketed in an engaging and effective way.
SKILLS:
Cultural marketing • Brand development • Marketing Strategy • Campaign planning • Audience development • Community partnerships • Social Media management • Website content • Copywriting • Visual Communication • Event Marketing • Photography • Video content
FEATURED CAMPAIGN
Olev Siinmaa: Architecture & Music
For Pärnu City Orchestra's 28th season, I developed a visual and editorial concept marking the 140th anniversary of Pärnu city architect Olev Siinmaa.
I photographed Siinmaa's original drawings at the Museum of Estonian Architecture, digitally prepared the archival material and incorporated it into posters and campaign content throughout the season. The concept connected the orchestra's programme with Pärnu's architectural history and created a consistent identity across individual concerts.
The season opened with the world premiere of Maria Kõrvits's betoon, an homage to Siinmaa, accompanied by a pre-concert talk by architectural historian Mart Kalm.
SKANSKA ESTONIA
Property marketing, pre-sales and corporate communications. Delivered end-to-end marketing for a residential development that achieved the required pre-sales target.
Skanska is an international construction and property development company. I worked as a Communications Specialist for Skanska Estonia, with responsibility for internal and external communications and the marketing of residential property developments.
PROPERTY MARKETING: ASTANGU 19
One of my first major projects was the marketing of Astangu 19, a residential property development in Tallinn.
I was involved across the complete marketing process, including:
- Identifying and defining the target audience;
- Developing the project’s marketing approach;
- Creating and managing website content;
- Coordinating the development of the project website;
- Planning and delivering marketing campaigns;
- Producing advertising and sales materials;
- Ensuring consistent communication across digital and physical customer touchpoints.
The Astangu 19 development achieved a successful pre-sale during the summer of 2013 and reached the pre-sales level required by the project owner, enabling the development to move forward. My role covered the full marketing process, from defining the target audience to developing the website and coordinating campaigns.
This project gave me direct experience of how a clearly defined audience, consistent property marketing and coordinated campaign activity can support buyer interest and measurable commercial outcomes.
CORPORATE AND CHANGE COMMUNICATIONS
A further major responsibility was coordinating communications related to the closure of Skanska Estonia.
This required clear, sensitive and carefully managed communication across different audiences during a period of significant organisational change. I helped coordinate the communication process and the information events held in November 2013.
Despite the difficult circumstances, the communication was delivered as planned, the events proceeded without disruption and a constructive atmosphere was maintained throughout the process.
ADDITIONAL RESPONSIBILITIES
- Internal and external communications;
- Company website management and development;
- Marketing content for property and construction projects;
- Advertising materials and construction-site information boards;
- Architectural and construction photography;
- Company events;
- Collaboration with colleagues across different business areas;
- Participation in international communications working groups with Skanska Finland.
THE RESULTS
- Contributed to the successful pre-sale of the Astangu 19 residential development.
- Helped achieve the pre-sales level required for the project to proceed.
- Delivered marketing activity across the full process, from target audience definition to website development and campaign execution.
- Coordinated sensitive communications during the closure of Skanska Estonia.
- Helped deliver employee information events smoothly and according to plan.
- Gained experience connecting marketing activity with property sales, customer decision-making and wider business objectives.
SKILLS:
Property marketing · Pre-sales marketing · Target audience definition · Campaign planning · Website development · Corporate communications · Change communications · Stakeholder communication · Copywriting · Architectural photography · International collaboration
ADELAIDE EVENT CONTENT
Visual storytelling for Adelaide’s cultural, music and community events
Since moving to Adelaide, I have created event photography and social media content for cultural, music, hospitality and community events.
Working in live event environments requires more than documenting what happens. I look for the moments, people and atmosphere that communicate the character of an event and give organisers useful content for social media, promotion and future campaigns.
MY CONTRIBUTION
- Event and performance photography
- Social media-ready visual content
- Real-time coverage and rapid image delivery
- Audience, artist and behind-the-scenes storytelling
- Content selection aligned with the event’s identity
"Throughout the event, Carine produced an exceptional collection of photographs and short-form video footage that captured the atmosphere, artistry and visitor experience with creativity and professionalism. Working in challenging low-light conditions, she consistently delivered beautiful, high- quality content that showcased the spectacular projections, heritage architecture and the unique experience of visiting Carrick Hill after dark.
Carine's photography and short-form video captured the essence of the event and the Carrick Hill brand, balancing the beauty of our historic property with the energy and atmosphere of the visitor experience. Her work has been used across our marketing, media and digital communications, providing a strong suite of visual assets to promote William Morris Winter Wonderland and Carrick Hill more broadly.
Throughout the project, Carine was professional, reliable and a pleasure to work with. She demonstrated excellent technical ability, a keen eye for detail and composition, and an intuitive understanding of creating engaging content for digital audiences."
Carine's photography and short-form video captured the essence of the event and the Carrick Hill brand, balancing the beauty of our historic property with the energy and atmosphere of the visitor experience. Her work has been used across our marketing, media and digital communications, providing a strong suite of visual assets to promote William Morris Winter Wonderland and Carrick Hill more broadly.
Throughout the project, Carine was professional, reliable and a pleasure to work with. She demonstrated excellent technical ability, a keen eye for detail and composition, and an intuitive understanding of creating engaging content for digital audiences."
Hannah George
Head of Marketing, Audience & Development
Carrick Hill
Head of Marketing, Audience & Development
Carrick Hill
SELECTED EVENT COVERAGE
Adelaide Symphony Orchestra at Rundle Mall • Norwood Food & Wine Festival featuring The Presets • Adelaide Fringe — Piip & Tuut • Colours of Asia • Adelaide Central Market • William Morris Winter Wonderland • Cultural and community events across Adelaide
PÄRNU HANSEATIC DAYS 2018
Integrated marketing and live communication for a major city festival
Pärnu Hanseatic Days is a large annual cultural festival that transforms the city's Vallikäär meadow into a vivid celebration of Pärnu's Hanseatic past.
CAMPAIGN STORYTELLING
For three days each summer, Pärnu’s Vallikäär meadow is transformed into Hanseatic Pärnu — an immersive world of medieval markets, master craftspeople, knights, fire displays and music.
The campaign was built around the invitation to step back in time. Rather than presenting the festival as a simple programme of activities, the marketing brought its setting, characters and atmosphere to life, creating a coherent story across social media, website content, campaign visuals and live event coverage.
In 2018, I worked as the festival’s Marketing Manager and Photographer, coordinating its marketing and visual communication before and throughout the event.
THE CHALLENGE
The festival offered a wide and varied programme for different audiences. The challenge was to bring these individual activities together under one clear event identity, build anticipation before the festival and maintain active communication throughout the event.
The marketing also needed to represent Pärnu as a welcoming cultural destination while providing practical and engaging information for local audiences, visitors, performers and partners.
THE APPROACH
I coordinated the festival’s marketing and visual communication across digital, print and live event coverage.
My responsibilities included:
- Planning and managing social media communication;
- Creating and updating website content;
- Developing campaign messages and promotional materials;
- Designing campaign visuals;
- Communicating with local and international performers,
- Coordinating information from different programme areas;
- Creating photography throughout the festival;
- Producing real-time social media content;
- Hosting Facebook Live broadcasts from the event;
- Presenting the programme, atmosphere and people behind the festival as one coherent story.
THE RESULTS
- Increased the festival's social media following and engagement.
- Created popular Facebook Live broadcasts that brought audiences directly into the event.
- Brought the festival's varied programme together through consistent messaging and visual storytelling.
- Created a substantial library of event photography for immediate communication and future marketing.
- Supported communication with international performers and helped present Pärnu as an active and welcoming cultural city.
SKILLS:
Event Marketing • Campaign planning • Festival Communication • Social Media Management • Website content • Live content • International artist communication • Visual communication • Event photography • Community engagement
PÄRNU SPORT
Creating a shared communication channel for the local sports community.
While working as a Cultural Affairs Specialist for the City of Pärnu, I created and managed the Pärnu Sport social media channel.
The aim was to bring together information about sporting events, local clubs, news and training opportunities, making it easier for residents to discover ways to participate in sport across the city.
THE CHALLENGE
Information about local sport was spread across the individual channels of clubs, organisers and institutions. Pärnu needed a more consistent public-facing channel that could bring this information together and give local sports organisations greater visibility.
THE APPROACH
I established the channel, developed its content structure and managed its day-to-day communication.
My work included:
- Gathering information from local sports clubs and event organisers;
- Creating and publishing social media content;
- Promoting sporting events, news and training opportunities;
- Encouraging clubs to contribute and share relevant information;
- Presenting information in a clear and accessible format;
- Developing cooperation between the city, sports organisations and the wider community.
Pärnu Sport was designed as an open community channel rather than a one-way municipal information feed. Local clubs were actively invited to share their news, events and participation opportunities.
THE RESULT
- Created a new central social media channel for sport in Pärnu.
- Made information about events, clubs and training opportunities easier to discover.
- Provided local sports organisations with a shared platform for reaching residents.
- Strengthened communication between the city, sports clubs, event organisers and the community.
- Made information about events, clubs and training opportunities easier to discover.
- Provided local sports organisations with a shared platform for reaching residents.
- Strengthened communication between the city, sports clubs, event organisers and the community.
SKILLS
Community engagement · Local government communications · Social media management · Channel development · Content planning · Stakeholder coordination · Partnership building · Public information
RÕÕMSATE LASTE FESTIVAL
Social media, live interviews and real-time storytelling for a family festival
Social media, live interviews and real-time storytelling for a family festival
Rõõmsate Laste Festival was a community-focused family festival bringing together children, families, performers and activity providers for a varied programme of music, experiences and shared activities.
I was responsible for social media content, festival photography and live communication during the event.
THE RESULT
- Created active, real-time social media coverage throughout the festival.
- Brought participants and performers directly into the festival’s communication through live interviews.
- Helped communicate the atmosphere of the festival through a combination of interviews, live video, photography and audience interaction.
SKILLS
Social media management · Photography
VILJANDI FOLK MUSIC FESTIVAL
Bilingual editorial content and festival press communications
Viljandi Folk Music Festival is one of Estonia’s largest and best-known cultural festivals, bringing together traditional and contemporary folk musicians from Estonia and around the world.
I worked with the festival for two consecutive years as an editor of its official programme booklet and as a member of the festival press team.
EDITORIAL CONTENT
I was responsible for editing content for the festival’s printed programme booklet and writing artist introductions in both Estonian and English.
The work involved:
- Researching Estonian and international performers;
- Writing clear and engaging artist profiles;
- Adapting content for both Estonian- and English-speaking audiences;
- Editing and proofreading programme information;
- Maintaining a consistent editorial tone across a large number of artist texts;
- Coordinating information for print and digital publication.
- Writing clear and engaging artist profiles;
- Adapting content for both Estonian- and English-speaking audiences;
- Editing and proofreading programme information;
- Maintaining a consistent editorial tone across a large number of artist texts;
- Coordinating information for print and digital publication.
PRESS COMMUNICATIONS
As a member of the festival press team, I also:
- Supported media communications during the festival;
- Helped provide journalists with relevant and accurate information;
- Contributed editorial content to Folgileht, the festival newspaper;
- Worked in the fast-paced environment of a major cultural event;
- Supported communication across print, web and media channels.
SKILLS:
Editorial planning · Bilingual copywriting · Editing · Proofreading · Artist research · Festival communications · Press relations · Print publications · Cultural marketing · Estonian and English content
