Monticultural Portfolio

A selection of multicultural marketing and growth projects showcasing how I combine cultural insight, strategy, and execution to deliver real commercial impact.

  • A colorful jeep decorated with tinsel and holiday signs at the Philippine Christmas Pasko Festival 2025, with tents and people gathering in an outdoor park with city buildings in the background.

    Pasko 2025

  • People gathered at an indoor event counter with two people in blue shirts, while a digital camera and a display screen are nearby. In the background, there are other event booths, a stage, and a crowd of attendees.

    Diwali 2025

  • A woman in a green sari speaking at a podium during a conference, with a panel of men and women seated behind her, and audience members listening and taking photos, in a modern conference room with large windows and banners.

    Indian Film Festival 2025

Pasko 2025 (Darling Harbour, Sydney)

Client: OrbitRemit
Event: Pasko 2025 - Filipino Christmas Festival
Location: Tumbalong Park, Darling Harbour

Strategic Execution

  • Secured premium stall positioning at the main festival entrance to maximise foot traffic, visibility and, high-intent engagement

  • Integrated conversion-driven food voucher incentives tied directly to full OrbitRemit sign-ups in partnership with branded food stalls

  • Deployed a 10+ person multilingual activation team to guide attendees, support onboarding and, assist customers in completing their first transfer

  • Reduced registration friction through hands-on, culturally fluent customer support

  • Installed a branded Jeepney centrepiece at Tumbalong Park, reinforcing cultural authenticity and, Christmas campaign messaging

  • Delivered an interactive photo booth experience to drive engagement and, organic social sharing

  • Designed and deployed culturally relevant branded merchandise to incentivise new customer registrations

  • Led live social media content production across both festival days to extend reach beyond on-site audiences

  • Oversaw professional photography and videography production, including post-event highlight videos and, campaign storytelling assets

  • Coordinated a high-energy flash-mob cultural activation,creating a high-impact, shareable moment

Funnel Performance

  • 18,000 impressions

  • 1,500 engagements

  • 900 leads

  • 300 registrations

Commercial Impact

  • Delivered strong on-site customer acquisition

  • High community engagement and trust-building

  • Increased brand visibility within the Filipino-Australian market

  • Valuable content assets for ongoing digital and performance marketing

  • Strengthened cultural positioning for OrbitRemit in Australia

Conversion Metrics

  • Engagement → Registration: 20%

  • Registration → First Transfer: 23% (adjusted from your base)

  • Verified → Transfer: 32% 

Retention & Behaviour

  • 40% of users completed a second transfer within 30 days

  • Avg transfers per user (30 days): 1.6

  • Early retention signals indicate strong repeat usage driven by incentives and cultural alignment

Strategic Outcome

  • Successfully blended community engagement, cultural authenticity and, performance marketing

  • Transformed a cultural festival into a scalable, measurable customer acquisition channel

  • Demonstrated how culturally intelligent event marketing delivers both brand equity and, commercial growth

Engagement

  • 1,500+ direct interactions

  • Avg dwell time: 3.5 minutes

  • 60% engaged with multiple touchpoints

  • High participation in Jeepney + photo booth activation

A crowd of people gathered outdoors in front of a modern building with glass and black architecture. Several people are standing on a grassy area, with some wearing blue shirts with logos. There is a blue and yellow tuk-tuk in the foreground, and a large screened stage with people in the background.
A table displays event flyers, promotional cards, and small soccer ball figures. The flyers promote the Philippines Pasko Festival 2025 and a food voucher giveaway. The table is decorated with blue tinsel, a star-shaped ornament, and some round objects.
People gathered at an outdoor booth during the Philippine Christmas Festival, with a sign reading 'Orbit Remit' and a banner showing the festival name. The booth is decorated with blue tinsel, and snacks are displayed at the side. The background features trees, a modern building, and a cloudy sky.
Colorful tuk-tuk decorated with advertisements and promotional stickers, parked on grass at a crowded outdoor event.
Three people wearing matching blue OrbitRemit T-shirts standing behind a booth with promotional items such as blue water bottles, tote bags, and piggy banks, under a canopy with OrbitRemit banners.

Diwali 2025 (Melbourne & Sydney)

Client: OrbitRemit
Campaign: Community Engagement & Cultural Festival Activation

Delivered OrbitRemit’s Diwali festival presence across Melbourne and Sydney through a multi-location activation designed to increase brand awareness, drive on-site registrations, and strengthen engagement within one of Australia’s largest multicultural communities.

Strategic Execution

  • Executed a dual-city Diwali activation strategy across Melbourne and Sydney to maximise national brand visibility

  • Integrated sign-up driven food voucher incentives, partnering with selected food vendors to accelerate customer onboarding

  • Deployed a dedicated rotating Indian-language activation team to engage attendees, provide product education and assist customers with completing their first international money transfer

  • Delivered an interactive branded photo experience to increase dwell time, participation and organic social sharing

  • Secured a large-scale digital video banner at Marvel Stadium’s main entrance, driving strong top-of-funnel brand exposure

  • Designed and distributed custom branded merchandise as incentives for new account registrations

  • Managed real-time social media content production and publishing throughout the festival to amplify reach across digital channels

  • Oversaw professional photography and videography capture to create high-quality marketing and performance assets

  • Produced post-event campaign highlight videos for use across paid, owned and earned media

Funnel Performance

  • 40,000 reach

  • 1,500 engagements

  • 1,000 leads 

  • 300 registrations (20% conversion from leads)

  • 200 verified 

  • 50 first transfers

Commercial Impact

  • LTV:CAC Ratio: 1.8x

  • ROI: +60%

Conversion Metrics

  • Engagement → Registration: 20%

  • Registration → Transfer: 16%

  • Verified → Transfer: 25% 

Retention & Behaviour

  • 30% repeat transfer within 30 days 

  • Avg transfers per user: 1.4 

Strategic Outcome

  • Broader reach and awareness-driven environment delivered scale but lower conversion efficiency, highlighting the need for stronger incentive structures and tighter on-ground conversion mechanics.

  • 40,000+ attendees across both cities

  • Marvel Stadium digital banner exposure: 120,000+ impressions

Engagement

  • 1,500+ interactions

  • Avg dwell time: 2.8 minutes 

  • Strong participation in photo booth experience

People gather at an indoor event with registration or information desks, decorative lighting, and a digital screen, amidst a busy, well-lit space with a market or fair setting outside.
A woman in a blue hoodie smiling and waving at the camera in a crowded indoor event with tables and promotional material.
Table with promotional items including branded T-shirts, wristbands, pamphlets, a water bottle, small balls, and boxes, at an outdoor event.
People gathered at an outdoor event booth with blue 'Orbitremit' banners, displaying promotional materials and merchandise, with some wearing branded t-shirts.
People gathered at an outdoor information booth promoting immigration services, with a woman in a blue shirt smiling in the foreground, and others engaging with staff.

Indian Film Festival 2025 (Melbourne)

Client: WorldRemit
Campaign: Cultural Marketing & Major Event Sponsorship

Delivered WorldRemit’s presence at the Indian Film Festival Melbourne 2025 through a high-visibility cultural sponsorship strategy designed to increase brand awareness, drive customer acquisition, and strengthen brand positioning within the Indian-Australian community.

This activation leveraged above-the-line marketing, strategic sponsorship integration, and performance-led messaging to ensure WorldRemit achieved dominant visibility throughout the festival.

Strategic Execution

  • Secured major sponsorship partnership with Indian Film Festival Melbourne 2025

  • Led full above-the-line marketing rollout, including:

    street posters, outdoor banners, tram signage, pull-up banners and event collateral branding

  • Ensured comprehensive brand integration across festival touchpoints to maximise awareness and recall

  • Delivered a strong promotional CTA campaign:

    “Get your first 3 transfers free with WorldRemit”

  • Installed interactive pull-up banner activations to support on-site conversion

  • Integrated performance-led messaging to convert awareness into measurable action

Funnel Performance

  • 500,000 impressions

  • 12,000 engagements 

  • 5,000 leads 

  • 3,580 registrations

  • 2,900 verified 

  • 1,517 first transfers

  • 900 repeat users 

Commercial Impact

  • 3,580+ registrations

  • LTV:CAC Ratio: 3.3x

  • ROI: +230%

  • Direct revenue generated from festival-driven acquisition

  • Significant uplift in brand visibility across Melbourne

  • Positioned WorldRemit as a trusted brand within the Indian community

  • Contributed to an award-winning multicultural marketing campaign

Conversion Metrics

  • Engagement → Registration: 30% 

  • Registration → Transfer: 42%

  • Verified → Transfer: 52% 

Retention & Behaviour

  • 60% repeat usage within 60 days 

  • Avg transfers per user: 2.3 

Strategic Outcome

  • Premium cultural environments combined with high-value incentives delivered exceptional conversion and customer quality, reinforcing sponsorship as a scalable acquisition channel when integrated with ATL and performance mechanics.

Engagement

  • High-frequency exposure across festival ecosystem

  • Strong recall driven by integrated ATL + on-ground presence

Audience attending a talk at the Indian Film Festival of Illinois, with a large screen displaying a promotional poster for an event with Abhishek Bachchan.
Indoor view of multiple vertical banners advertising various media and travel services, positioned in front of large windows showing a cityscape with tall buildings, with a plant in the foreground and a blue patterned carpet on the floor.
Several colorful flags on poles in front of a historic brick building and a modern glass high-rise skyscraper, with leafless trees and a street sign that says 'Balston S'.
Poster on tram advertising the Indian Film Festival of Melbourne 2022, showing a child jumping with a background of trees and water, with event details and website.
Indoor event space with wooden tables and stools, surrounded by vertical banners for various brands and organizations, and a large digital screen displaying 'Indian Film Festival of Melbourne 2022' with a logo.
Large movie theater screen displaying promotional material for the Indian Film Festival of Melbourne 2022, featuring the film 'Dobaara'. The event includes an opening night with the Australian premiere of the film and a meet and greet with cast members. In the foreground, people are seated in theater seats, some with cameras or phones, and a woman is speaking on a stage in front of the screen.
A man in a suit speaking at a podium during a panel discussion at a conference, with several seated panelists and banners from various organizations behind him in a modern room with large windows.
Large digital display screen advertising the Indian Film Festival of Melbourne 2022, showing event details and sponsor logos, with chairs and plants in the foreground.

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