all about esther
Life has been a rollercoaster for this British tech nerd. A natural data analyst, I started life with a degree in Genetics from Edinburgh University, but soon graduated to significant tech and data-related positions in large UK companies. After 10 years in the London corporate world, I was clearly established as the go-to website and tech person in the commercial division of a large (and very well known) national supermarket. At the time of leaving, I was the commercial lead behind the development of a company-wide customer data-mining platform, which produced information leading to informed business decisions on a national and local level. During my time in London, I was also trained by Oxford Brookes University in Brand Management, Negotiation and Risk Management.
LIFE after corporate
I built my first website in 2004. That means I've got more than 2 decades of experience building in the online space.
After 10 years of climbing the greasy corporate pole, I realised that the success I was achieving was less for myself, but rather for the people around me. My passions, apart from tech, have always been travel, culture and food, so I packed my bags and my laptop and ran off to the South Pacific. Whilst there, I started my own eco-travel business, learned the local language and became a single Mum. Through targeted approaches, I successfully marketed locally-sourced and run adventure-travel itineraries to UK, US and AU travel companies such as Exodus and Intrepid. When the tourists rolled in, I strapped my baby boy to my back and, along with local guides, took tourists up active volcanoes, visited unique tribal villages and trekked through untouched orchid forests on some of the remote islands on Earth.
Adventures in media
My experience in the region and fluency in the language, meant that contacts at the BBC and Nat Geo soon came knocking.
Before too long, I developed a reputation for exceptional organisation with regard to Natural History TV shoots. My involvement was from the moment of show concept to researching and developing storylines and identifying shoot locations. I was responsible for liaison with the Vanuatu Cultural Centre and local tribes for filming permits as well as human and manifest logistics for crews and equipment through international ports and customs processes. This involved keeping multiple plates spinning at the same time, from Government Departments, the Geological Survey, the Council of Chiefs, all the way down to making sure that the crew were fed and safe during production. It was a job that required a huge amount of multi-tasking and a constant need to reassess priorities and assess risk on an hourly basis. In the image to the left, we are filming on the lip of Mt Yasur, an active volcano on the island of Tanna.
a new opportunity
In 2012, the opportunity to expand my online expertise arose with a job offer from a well-funded tech start-up in Dubai.
So my son and I relocated to the Middle East. Building on my commercial and brand building experience, I was appointed as Online Retail Director for a company in Dubai Media City. This involved developing a large number of niche websites in a short period of time in order to take advantage of market conditions. It also involved learning to develop multiple retail platforms and getting deep into online analysis of website performance. During my second year in Dubai, I was seconded to Google's office in London, where I honed my skills in both technical and organic SEO. As a result, I know what to include in your copy - what to say, how to say it (and how often) and where on a website is the best place to do it. There are also a plethora of technical SEO tools that many website designers don't know about, that involve going deep into every element of a site to make sure every piece of content is fully optimised.
my journey towards CPR
Having worked for Flight Centre when I first came to Australia, I started my own website development business at the beginning of COVID.
I worked hard throughout the pandemic and built a loyal following of clients, who frequently recommended me to their own contacts. My company made its name on making technical terms and complex analysis make sense, combined with an ability to find common ground with clients to really understand their brand.
I first started talking to Carolina because, although (like a lot of analytical types) I'm a bit of an introvert, I was attracted to her energy. The connection with CaraPR seemed so logical as soon as we started sharing our life stories and business experiences. As a shared skill, we both have a deep understanding of Brand Management. But what sets us apart is our differences. While Carolina excels in creative PR, social media and marketing, my own strengths lie in a laser-focus on tangible results through effective site building and analysis.
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Like many women these days, we realised we didn't HAVE to do it ALL by ourselves. Together, we are stronger and together we can work to deliver the BEST profile and positioning for your brand.