Anna is an audience strategist and award-winning writer with 20 years of experience in strategy, audience insights, communications, social media, editorial media, and fundraising. She believes the work of purpose-driven organisations is most valuable when audiences and supporters value it, and that getting there starts with paying close attention to the people you're trying to reach, what they engage with and what they’ll turn up for.
Most recently, head of audience and off-platform strategy at The Spinoff, she was executive producer of Now You Know, a rangatahi-led vertical that drew 10 million organic views on social media in seven months, and the architect of the Open Letter campaign, which substantially grew Spinoff membership and audience revenue.
Before The Spinoff, she consulted for corporate clients, agencies and arts organisations, spent five years leading social and content marketing at Bank of New Zealand, and managed development and partnerships at Auckland Theatre Company.