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We love talking about the Big Trip

So if you have a question, feel free to ask it here. 

 
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What is The Fathom Line?


What is The Fathom Line?


Worse things happen at sea?

When at sea, The Fathom Line is the point at which the continental shelf drops away.  The sea floor goes from metres to kilometres below.  The water changes from sea green to deep sea blue.  It's a terrifying proposition at first, but the irony is that the sea-state often softens, sea-sickness abates and as land disappears out of view, the great potential of the ocean opens up. 

Digital strategy


Digital strategy


Digital strategy

I mostly operate where brand and technical solutions collide. I am a digital generalist, so have a good spread of expertise and experience across web, UX,  social media, email, content, content automation, digital media, SEO, SEM and analytics. I am both data-driven and conceptual in how I solve problems and present solutions. 

I have enough experience with brand and communications strategy to confidently take on this sort of project for smaller problems or work seamlessly with seasoned strategists on larger ones.  


Consulting

I like solving problems that have a beginning, a middle and an end and believe that a good consultant works to make themselves redundant.

My consulting experience has mostly been in the digital change and transformation space. I love looking back at the end of a project and realising that my clients are now confident and often excited about the digital change that's happened in their organisation and the future ahead.


Software evaluation

I love nothing more than a quiet afternoon tinkering with some new software, but for clients I take much more seriously. I get underneath the hood of business problems and find appropriate technical software solutions, weighing up the risks, pros and cons before making a recommendation. I'm a firm believer that before you build you should try to buy (or rent). Your problems are probably not unique so there's a good chance someone's solved it for you already. 


Workshops

 

I am quite at home running workshops on UX or Information Architecture, brand or just getting the right people in a room to nut out the best way forward. I have a love of post-it notes and sharpies that is not healthy in someone who is digital-first. 


I'm always happy to get up and say something about something, especially if that something is digital marketing. 

In the past I have been commissioned for engagements with General Assembly, the ADAPE conference, First National Real Estate and the NSW Department of Industry and Investment.

Speaking

Biography


Biography


Zoé Freeman is a dynamic professional with 20 years of experience in digital marketing and a unique combination of technical knowledge, business acumen, marketing and management skills.

After completing her Bachelor of Arts in Media and Communications at UNSW, the first new media degree in Australia, she went on to work as an HTML developer, producer and project manager in digital agencies in Sydney and London.

In 2004 she founded a digital agency of her own that created boutique websites, software and digital strategies for premium SMEs ranging from interior designers to change management consultancies. Zoé built the company to 50 active clients over the next six years, selling the business in 2010.

Since then Zoé has worked in senior strategic digital roles in brand and advertising agencies in Melbourne, delivering digital marketing success for clients across the financial services, FMCG, retail, real estate and communications industries.

In 2017 she founded The Fathom Line, a digital marketing consulting and strategy offering. The name of which will double as the name of the boat she and her husband intend to buy and sail up the east coast of Australia in mid-2018. 

A businesswomen-at-heart, Zoé is a digital colonial with an intimate knowledge of her medium driven by a eagerness for strong strategic outcomes.