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Alice Caboche
Portfolio

Alice
Caboche

Marketing & Communications Leader

0451 418 284LinkedInalicecaboche@gmail.comBrisbane, Queensland

I build audiences, brands and businesses around stories people care about.

General Manager of Moreton Daily Group. I’ve grown a media platform to 6.4 million monthly views, sold out festival days for crowds of 20,000+, built a national healthcare audience from zero and helped raise more than $600,000 for carers.

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Portrait of Alice Caboche

Key results

6.4M
Monthly social views at Moreton Daily, up from 2M
38%
Ticketing revenue growth, Moreton Bay Food + Wine Festival
$600K+
Raised across two Unsung Heroes galas
0 to 6,000
Subscribers built from scratch at Veri Health Media

Selected work

Media platform · 2024 to now

Moreton Daily Group

An independent news and media business serving the City of Moreton Bay, funded entirely by advertising. Every story has to earn its audience, and every audience has to deliver value for advertisers.

What I did Operate the business day to day, working with the CEO on strategy and leading content, marketing, partnerships and operations. I turn business priorities into plans for our editorial, sales and partnership teams, and manage budgets, agencies and production partners. Launched Moreton Daily Business, a new B2B media platform, to open a new revenue stream, and run its Business Circle networking events. I built the reporting that tracks performance daily, weekly and monthly and proves results to advertisers. Still hands on writing, interviewing and directing shoots.

  • Social views up 220% to 6.4M a month.
  • Website views up 275% to 300,000 a month.

Events · 2023 to 2025

Moreton Bay Food + Wine Festival

A destination food and wine festival drawing 20,000+ people across a single weekend, with the year's revenue riding on it.

What I did Led marketing across three festivals, first as agency project lead, then as Head of Marketing. Owned the strategy, plan and budget. Managed the festival rebrand and rollout, the content strategy and a video-first campaign, working with agency partners. Ran ticketing from budget and build through to reporting and forecasting. Managed PR and influencer marketing, and built a corporate and VIP income stream. When weather cancelled day one, I reworked the plan overnight, protected sponsor value and turned it into a Channel 7 segment.

  • 20,000+ attendees each weekend, with multiple days and ticket packages sold out.
  • Ticketing revenue up 38% year on year.
  • 42 million impressions, four times target.
  • Outcome reporting that secured grant funding for following years.

Arts & music · National awards · Agency project lead · 2023 to 2024

Australian Women in Music Awards

A national awards program celebrating women across the Australian music industry, with a strict, carefully protected tone of voice.

What I did Project lead at Matchsticks Marketing, owning the social media and content strategy from the launch event through to awards night. Took a video-first approach: produced launch content videos and ran the black carpet interviews on the night, capturing artists and industry leaders in their own words. Kept every post, caption and video within the awards’ strict tone of voice.

Charity · Fundraising event · 2023 to 2024

The Carers Foundation: Unsung Heroes Gala

A signature gala recognising carers whose work often goes unseen. Celebrities and business leaders take part as “Singing Heroes,” raising funds in the lead-up to the night.

What I did Project lead for two years, from end-to-end event management to the marketing and fundraising strategy. Built a video-first social content strategy that told the stories of the Singing Heroes, giving supporters a reason to follow and donate before the gala.

  • More than $600,000 raised across two events.

Healthcare media · National · 2025 to 2026

Veri Health Media

A new, independent national media platform covering the business and leadership side of Australian healthcare.

What I did Built the audience from zero through content strategy, paid ads, event sponsorship and activations, partnerships, collaborations and founder brand strategy.

  • Grew the subscriber database from 0 to 6,000.

Hospitality & live music · Marketing & Entertainment Manager · 2015 to 2022

NightQuarter

A night market, live music venue and community hub that started on the Gold Coast and later moved to the Sunshine Coast.

What I did Launched the brand and led marketing from concept through build, opening and the move between coasts. Programmed and managed 20 artists every weekend and established the venue on the national live music touring circuit. Managed ticketing end to end: budgets, profit and loss, negotiating artist deals and ticket splits, and settlements to maximise venue revenue.

  • 20,000 people on opening weekend, from the brand rollout and teaser campaign alone.
  • Consistent trade of 10,000+ visitors every weekend.
  • Regularly sold out shows of 2,000+ people.
  • Best Regional Venue, Queensland Music Awards 2019, 2021 and 2022, and Best Venue, Gold Coast Music Awards 2016.
NightQuarter sign at night above the market crowd

Reels

A selection of video content I've produced, directed or shot.

Moreton Daily

Matty's First Mow

Producer, director and interviewer

Moreton Daily

Moreton Bay's Cutest Dog

Producer, director and interviewer

Moreton Daily

North Harbour Sod Turning

Producer and director

Moreton Daily

Three Centenarians

Producer, director and journalist

Moreton Daily

Kazoo Flash Mob

Filming and editing

Moreton Daily

PsiQuantum Sod Turning

Producer, filming and editing

THE CARERS FOUNDATION

Meet Libby Trickett

Producer, director and interviewer

THE CARERS FOUNDATION

Meet Joan Wilson-Jones

Producer, director and interviewer

THE CARERS FOUNDATION

Unsung Heroes Media Launch

Produced and directed

THE CARERS FOUNDATION

Unsung Heroes Event - Lo-fi Wrap

Filming and editing

AWMA

AWMA Black Carpet

Producer and director

AWMA

AWMA Conference - Lo-fi Wrap

Filming and editing 

AWMA

Meet Nina Korbe 

Producer, director and interviewer

AWMA

Interview with Vicki Gordon

Producer, director and interviewer

MBFW

MBFW Hero Promo

Coordinator

MBFW

Simone and Viv

Produced and directed

MBFW

Marathon Mow-tow

Produced and directed

MBFW

Miguel Maestre- Foodie in the Front Seat

Producer and director

VERI HEALTH MEDIA

In Conversation with Lisa Lucas

Producer and director 

VERI HEALTH MEDIA

Veri Health Launch

Producer 

About

I’m a marketing leader with a background across media, live music, events, hospitality and agency. I’m currently General Manager of Moreton Daily Group, an independent news and media business, where I lead content, marketing, partnerships and operations.

I’m commercially minded and I measure my work by what it delivers: revenue, ticket sales, audience growth and funds raised. I’ve grown a media audience to 6.4 million monthly views, sold out festival days for crowds of 20,000+, managed venue P&L and artist deals, and built a national subscriber base from zero.

Most of my career has been in small, fast-moving teams, so I’m as comfortable building the strategy and budget with a CEO as I am briefing an agency, directing a shoot or writing the copy myself. Good marketing starts with a real story, and my job is to build the brand, audience and revenue around it.

I studied Literature at The University of Queensland and hold a Master of Business (Marketing) from QUT. I’m based in Brisbane.

Capabilities

  • Strategy & brand

    Marketing and communications strategy, brand positioning, tone of voice

  • Campaigns & content

    Integrated campaigns, video, editorial, magazine, social, email

  • People & partners

    Leading teams, agencies, creatives, sponsors and media

  • Measurement

    Reporting frameworks, campaign and grant reporting