Credentials & Results
Darling Bloom is led by a strategist who has spent two decades inside and alongside some of Australia's most competitive, high-profile organisations. The credentials on this page represent work delivered across Coreena's career - the depth of experience that shapes how we approach every Darling Bloom engagement.
Selected Results
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Challenge
Launch Cookie Monster Café - Melbourne in Australia with immediate awareness and foot traffic during peak trading, without owned social channels or paid media.
Approach
A partnership-led launch combining PR, influencer amplification and shopping centre channels across Melbourne Central and Highpoint, designed to flood social feeds and cultural conversation.
Results
● $155k earned media value
● 5.6M+ estimated reach
● 6.1M+ impressions
● 47 reportable placements
● $0 paid media investment
Impact
Positioned Cookie Monster Café - Melbourne as a must-visit destination and delivered a strong proof point for the pull power of the Sesame Street brand in future leasing and expansion discussions.
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Senior-led full-service marketing partnership. Strategy, SEO, paid search, social channel management, content and design. Engagement commenced 2026.
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• 10% uplift in sales, 30% increase in traffic, 60-point NPS improvement
• New website won Best Website - Small Business at the 2024 Australian Web Awards; 87% increase in monthly traffic, 300% uplift in dwell time
• Combined social reach of 9.9 million users across Facebook, Instagram and TikTok - up 274% on the prior period - while halving retainer costs and doubling media efficiency
• Launched new retail and dining destinations, destination exhibitions and major precinct narratives including the return of the Melbourne Star
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• Over $500 million in new and renewed store launches managed across five years, three states and both metro and regional programs
• Raised over $1M in community fundraising in FY18, growing to $2M+ in FY19
• Designed and implemented a new national store launch format and localised campaign calendar, adopted across the network
• Rolled out a cost-saving local marketing strategy using Facebook and agency partnerships, reducing retainers by 25%
• Increased team engagement from 72% to 78% in 12 months
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• Led a team of seven across brand, campaign and creative in Australia, New Zealand and Canada
• Streamlined agency model, delivering $1M+ in media efficiencies
• Developed new campaign processes and agency brief structures to improve cross-market alignment
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• Built and led a new marketing team
• Developed a brand-first content and campaign strategy that increased engagement and repeat purchase
• Launched a targeted customer acquisition campaign delivering 20% new customer growth at the 2023 Warehouse Sale
• Developed a high-impact microsite achieving +374% views year on year
• Reduced campaign costs by 33.3% and printing costs by 40% through agency renegotiation
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• Planned and executed campaigns, events and partnerships across Westfield Innaloo, Westfield Garden City and Westfield Chermside
• Delivered award-winning activations including Food Van Jam (2014 & 2015 Alpha Crucis Best Practice Awards), InnaLUAU and multiple Best Practice collaborations
• 2015 Queensland Retail Property Awards - Excellence in Marketing for Food Van Jam
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• 2024 Australian Web Awards - Winner Best Website, Small Business
• 2024 Australian Web Awards - Honourable Mention, Travel & Tourism
• 2018 Shopping Centre Council of Australia Brand and Partnerships Award
• 2015 Queensland Retail Property Awards - Excellence in Marketing (Major Regional Centres)
• Multiple Alpha Crucis Best Practice Awards - Event/Activation and Collaboration (2014–2016)
• 2011 Groundling Award - Best Use of Social Media
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