RÓISÍN KELLY
WELCOME
Welcome welcome! Thanks for checking out my Creative Content & Digital Marketing Portfolio. Each section below includes a brief synopsis of my work, followed by a few visual examples. Scroll down and explore!
CONTENTS
Creator Marketing
From finding the right creators and coming up with engaging content ideas and briefs, to getting the content live and digging into the results, I’ve worked across creator campaigns end-to-end. Collaborating with creators, artists, brands and agencies to make content that feels natural to the talent and helps music reach new listeners.
I’ve also built and managed fan pages and social accounts to encourage and amplify UGC, helping content travel beyond the initial campaign. The result? Millions of views, growing social followings, increased music discovery and stronger-performing releases.
Copywriting & Content Articles
During my time on the Ticketmaster content team, I regularly contributed:
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Artist Bios – Introducing new and established acts with SEO-led profiles
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Show Bios – Promoting ongoing events with clear, compelling SEO copy
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Listicles – Producing evergreen content that delivers consistent organic traffic.
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Client Articles – Delivering branded and partner-led editorial
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Gig Reviews – Capturing the energy and highlights of live shows
Previously, I managed brand websites and created content for Warner Music New Zealand, The Rock, and George FM — regularly updating pages and writing 5–20 news articles per week to drive traffic and generate revenue.
Live Sessions &
Video Shoots
I’ve produced live session videos for global artists including Benson Boone, Teddy Swims, and Maisie Peters, generating millions of views. I led the process end-to-end – from creative direction and on-set coordination to post-production and rollout across both Warner’s and the artists’ channels.
Artist Interviews & Long-Form Content
For key domestic releases, I produced artist mini-documentaries – conducting interviews, scouting locations, and managing crews from shoot to final edit. I maximised reach by launching full videos on YouTube and tailoring short-form cuts for TikTok, Instagram, and Snapchat.
Short-Form Content Strategy
As part of my content strategy at WMNZ, I created a number of video series designed for impact and scalability. This approach drove a 62% TikTok follower increase, 30% more YouTube subscribers, and 20% growth on Instagram in just six months.
Series include "The Evolution Of," highlighting artist journeys through music videos; "5 Songs We Can't Wait To See Live," building tour buzz; and my personal favorite, “5 Songs In The Life,” revealing artists’ influences.
Events & Fan
Activations
Being part of fan activations and seeing music bring people together has always been one of my favourite parts of the job. Working alongside Warner's wider marketing team, I helped plan and promote fan-first events by creating competition landing pages, using pre-saves and follows to support releases, growing our CRM database, and managing winner selection and guest lists. On the day, I captured content for social, helping extend the buzz beyond the event itself.
Localised Content
To help WMNZ's content cut through on saturated platforms, I localised our social strategy, copy, and playlists to match Kiwi tastes, humor, and culture. I also created tailored video templates for touring artists, showcasing unique New Zealand experiences – from Kiwi snack tastings to Sky Tower jumps. During promo days, I coordinated content schedules, directed shoots, interviewed artists, and managed stakeholders.
Graphic Design
I led graphic design for WMNZ, creating social ads, content tiles, competitions, videos, e-commerce, and CRM marketing.
One project of note is my 2022 Topsify NZ rebrand. I revamped the playlist covers with three goals: clear titles without clutter, diverse designs to differentiate playlist types, and visuals that communicate genre and mood. The rebrand resulted in a significant increase in streams and followers across playlists.
Animation
To give Warner's video content a more recognisable identity, I developed animated intros and outros across several series. I created the Most Likely To animation myself and collaborated with designers on Cup of Tea and 5 Songs In The Life. The aim was to create a warm, nostalgic look that felt instantly familiar and helped fans connect with the content.
Brand Collaborations, Partnerships & Not For Profit
From influencer collaborations to working with big brands, I've used creative collaborations to help music reach new audiences and give campaigns an extra layer of impact.
For the release of Saweetie's "Best Friend" remix with NZ rapper Jess B, we teamed up with Tesla – referenced in the lyrics – to create content where Saweetie "gifted" Jess B her "bestie in a Tessie." The campaign earned widespread media coverage across New Zealand and Australia, and I led the project from storyboarding and shoot management through to stakeholder coordination and final delivery.
I've also worked with tourism organisations and charities to create localised, purpose-driven content, including a collaboration with Deaf Aotearoa to produce NZ Sign Language versions of hit songs.
