Ashima M (Ashi)
LinkedIn: https://www.linkedin.com/in/ashima81
Email:- Mobile: -
Transferable Skills
Strategic communications planning and execution
Advanced digital content management (Drupal, SharePoint, Umbraco)
Email Marketing (Vision 6 and SwiftFox)
Cross-functional team leadership and stakeholder engagement
Data-driven decision-making and content optimisation
Accessibility compliance (WCAG 2.1)
UX writing
Digital marketing and audience engagement
Professional Experience
COMMUNICATION ADVISOR (MARCH - APRIL 2025)
LGPro – Local Government Professionals
LGPro is the member association and leading voice for people working in local government in Victoria, providing leadership, professional development and representation in the pursuit of excellence.
Developed and implemented integrated communications strategies, enhancing brand visibility and stakeholder engagement across digital channels.
Rapidly mastered the Umbraco CMS within two days, enabling seamless migration and uninterrupted content publishing during a critical organisational transition
Streamlined website content management processes on the new platform, improving publishing efficiency while maintaining editorial excellence and brand consistency
Create, schedule, and optimize social media content via Hootsuite, strategically implementing hashtags for enhanced visibility and alt tags for improved accessibility and search engine optimization
Monitored and responded to audience interactions, strengthening online engagement and proactively mitigating reputational risks.
DIGITAL ADVISOR (JULY 2024 - DEC 2024)
Department of Education ,Victoria
Working back with my previous team at the department this time on Best Start Best Life and Early Childhood projects.
Managed end-to-end content lifecycle across Drupal websites and SharePoint platforms ensuring alignment with government policy, accessibility, and user-centred design principles
Utilised workflow automation tools (Monday, Jira) to enhance project delivery and cross-departmental collaboration
Conducted comprehensive content audits and implemented SEO best practices, leading to a 45% rise in organic search traffic and a 30% improvement in user engagement
Supported the development of digital self-service tools such as the Pre-prep calculator, improving citizen access to government services.
UX WRITER (APRIL 2024 - JUNE 2024)
Service Victoria
Service Victoria provides online access to over 100 government services, simplifying the process for users to efficiently and conveniently access essential services. www.service.vic.gov.au
Produced clear, inclusive microcopy and user guidance for digital government services, enhancing usability and customer satisfaction
Collaborated with UX/UI designers, developers, and product managers to deliver cohesive digital experiences
Applied plain language and accessibility standards (WCAG 2.1), ensuring content met regulatory and user needs.
DIGITAL ADVISOR - EARLY CHILDHOOD (JAN 2024 - MARCH 2024)
Department of Education, Victoria
The primary focus of this role was to manage the online communications intranet and the department’s public websites www.vic.gov.au and www.schools.vic.gov.au through strategic content engagement initiatives.
Delivered targeted communications and digital content for public and internal audiences, supporting key government initiatives in early childhood education
Led web publishing on Drupal, maintaining brand consistency and compliance with government digital frameworks.
DIGITAL COMMUNICATIONS - STAKEHOLDER ADVISOR (MAY 2023 - Nov 2023)
Department of Education, Victoria – ACFE Secretariat
This role specialized in cultivating robust relationships with stakeholders and customers, a vital component ensuring the triumph of diverse initiatives and ventures for ACFE (Adult Community and Further Education).
Built and managed stakeholder relationships and offered insightful guidance on emerging challenges for the Learn Local sector and ACFE
Produced multimedia content (newsletters, social media, eDMs), amplifying program awareness and participation
Launched an email marketing campaign after identifying real time user stories. Engaged community groups to amplify the impact of the Learn Local programs leading to 30% increase in website session duration and 15% monthly growth in audience engagement.
DIGITAL ADVISOR - WEB PROJECTS (MAY 2022 - APRIL 2023)
Department of Education, Victoria
Led two significant digital transformation projects (www.vic.gov.au and www.schools.vic.gov.au), harnessing the Single Digital Platform (SDP) to revolutionize citizen interaction with Victorian Government digital channels.
Led 2 digital transformation projects for government websites (www.vic.gov.au and www.schools.vic.gov.au), focusing on user experience, accessibility, and responsive design
Coordinated cross-functional agile teams, ensuring delivery of high-quality digital content and compliance with government digital service standards - WCAG 2.1
Implemented content governance frameworks, supporting continuous improvement and stakeholder alignment.
DIGITAL CONTENT CREATOR (JUNE 2018 - MARCH 2022)
Independent Contractor
Projects/Clients: Devondale, Dream Solar, Arise Solar, New Horizons, True Care Giving, Moi Moi Fine Jewelry, Vuly Trampolines, Hayoit, Green Fields Funerals, Orogold Cosmetics, NHA Australia, REND Tech Australia etc.
Boosted clients’ organic search visibility by 40% through strategic SEO content optimisation across multiple industries
Produced multi-format content (emails, videos, eBooks, interactive assets), tailoring messaging to diverse audiences and channels
Delivered measurable improvements in brand awareness, lead generation, and online reputation.
CONTENT MANAGER - DIGITAL APPS (MARCH 2017 - APRIL 2018)
Appster
Led UX writing and digital content development for mobile applications, ensuring seamless user journeys and brand consistency
Managed content production workflows, adhering to agile methodologies and digital project timelines
Implemented digital marketing and CRM strategies, driving app downloads and user retention.
PREVIOUS EXPERIENCE
Senior Business Analyst, Digital Projects (July 2016-March 2017) Conceptualise, India
Content Strategy Manager (June 2014-March 2016) Branddify, India
Creative Content Writer (March 2011 - Jan 2013) Independent Contractor
Client Engagement Manager Nov 2008 - Feb 2011) Woodapple Pvt. Ltd., India
Senior Business Analyst, Operations (Nov 2006 - Sep 2008) NIIT Technologies Ltd.
Senior Business Associate, Operations (Jan 2005 - Jan 2006) Vertex
Senior Customer Care Executive, Operations (Jan 2004 - Dec 2004) Serco
PERSONAL ASPIRATIONS
Growing up in an army family, I was immersed in diverse cultures and communities, sparking a lifelong curiosity about the world. Studying Tourism and then working with the Archaeological Survey of India, deepened my understanding of history and heritage. My travel blogs aim to inspire others to explore more meaningfully, connecting with places beyond the surface.
www.local.vic.com
www.gotraveltrek.com
I’m also passionate about promoting mindfulness and its positive impact on well-being. Alongside my husband, I’m dedicated to developing thoughtful products and resources that support both youth and the elderly in our community, helping them cultivate presence, resilience, and inner calm.
RELEVANT EDUCATION
Certificate Course in Emotional Coaching, Australia - 2020
Certificate Course in Digital Marketing Strategies, RMIT, AUSTRALIA - 2019
