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Blogging, Content Marketing, Content Strategy, Content Writing, Digital Media, Editing, Editorial, Features, Journalism, Marketing & PR, Photoshop, Publishing, Radio, Web Content, Writing - Range Of Fields


  • FBi Radio
    Executive Producer, Canvas
    2013 - Present

    Canvas is a weekly program on community radio station FBi 94.5 that focuses on arts, ideas and culture. Broadcast live on a Sunday morning, the show highlights the best of Sydney’s arts and culture, featuring long form interviews with leading local, national and international artists and cultural figures.

    • Source potential contributors and interviewees and making bookings.
    • Schedule interviews to ensure balance and diversity in content from week to week.
    • Create pre-production briefings for the presenter, including detailed briefing documents containing background information on topics and guests.
    • Mentor and manage Canvas’s team of radio producers.
    • Manage and create content for the program’s social media platforms.
    • Researching and write radio interviews and scripts.
    • Manage the show during broadcast to support the host, ensure guests are prepared and interviews run to time.
    • Coordinate production of show’s podcasts.

  • Michelle Bridges 12 Week Body Transformation (12WBT)
    Content and Communications Manager
    2012 - Present

    Position Description
    • Managed all marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior.
    • Ensured brand consistency and segmentation of content.
    • Collaborated with public relations, customer service, IT and human resources to help deliver the brand story.


    • Brought publisher/journalist thinking to 12WBT, leading the development of content initiatives in all forms to drive new and current business.
    • Ensured all content was on-brand, consistent in terms of style, quality and tone of voice, including online, social media, email and print.
    • Mapped out a content strategy that supported and extended marketing initiatives, both short- and long-term, determining which methods work for the brand and why.
    • The development of a functional content calendar and production schedules.
    • Supervised and guided freelance writers and sub-editors, becoming an arbiter of best practices in grammar, messaging, writing, and style.
    • Integration of content activities within traditional marketing campaigns.
    • Leveraged market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers.
    • Established workflow for requesting, creating, editing, publishing, and retiring content.
    • Developed, planned and executed all member and prospect communications across multiple channels.
    • Ghostwrote editorial content for numerous members of the 12WBT team.
    • Managed the content and communications budget.


    • Increased positive brand recognition and consistency of message across channels, as measured by brand health research.
    • Increased open and click through rates of member communications.
    • Increased generic search volume arriving at through content optimised for search (working with SEO agency).
    • Increased engagement in the public site (time on site, depth of visit).
    • Built and managed a content team of freelancers to deliver content across SEO initiatives, segmented email communications, the 12WBT blog and two short eBooks.
    • Added segmented email communication content targeting different personas.

    Freelance writing
    2006 - Present

    I have been working as a freelance features writer and editor with a particular focus on arts and design for over seven years. I am particularly passionate about the mysteries of creative process, non-fiction storytelling and human-centred stories.

    I have had work published in Australian House and Garden, Belle, Yen, Mindfood and Monument magazines.

    While mainly known as an arts and design writer, I have written about an ever expanding list of subjects – including but not limited to – health and fitness, food, lifestyle, entrepreneurship and small business. I have also been a theatre reviewer and written extensively about the performing arts.

    I have experience in copywriting and have assisted numerous arts professionals with the copy for their websites and other platforms.

    See some of my portfolio at

  • Newslifemedia
    Vogue Living Contributing Editor
    2010 - 2012

    Vogue Living is Australia’s leading decorating and design magazine, dedicated to publishing the most beautiful, creative and individual interiors. It is the only Vogue Living in the world and has a loyal following both internationally and locally.

    You can see examples of the work I wrote for the publication on my website

    • Write features, news stories, headlines, sells and other forms of copy for the magazine.
    • Pitch original ideas for stories and write and research feature articles as assigned to me.
    • Cultivate relationships within the local and international design and arts community.
    • Manage, research and produce the ‘Arts + Events’, ‘Design’ and ‘Kitchen & Bathroom’ news pages.
    • Support the art director and designer with picture research and source beautiful print-quality images for stories and news pages.
    • Support the Editor-in-Chief with the writing and production of the annual 30-page Milan Design Week special feature.
    • Blog daily during Milan Design Week.
    • Produce and upload content to the Vogue Living Blog and Tumblr websites including the selection and editing of all images via Adobe Photoshop.
    • Write to layout in Adobe InDesign.
    • Support my Deputy Editor with the production of content for Vogue Living’s social media platforms.
    • Occasional sub-editing and fact-checking duties when required.

  • Australian Design Unit
    Managing editor - ADU
    2009 - 2010

    Part magazine, part bulletin, part business resource, ADU was a publication and archive about design and creativity published to encourage the formation of a new community of designers with confidence in business and strong entrepreneurial skills.

    The website came out of the the Springboard program.

  • Australian Design Unit
    Springboard project coordinator
    2007 - 2009

    Springboard was a mentoring program for Australian designers and craftspeople to develop their professional careers in local and international markets.

    The 12-month project was supported by AusIndustry and the Australia Council for the Arts and encompassed two stages of valuable training, delivered though workshops and one-to-one mentorship.

  • Australia Council for the Arts
    The Program Arts Reporter - QLD, NSW, ACT
    2006 - 2007

    The Program was an online initiative of the Australia Council for the Arts. The site employed emerging arts journalists to write about the arts and youth arts and culture in Australia. The website was set up in 2002 and attracted over 1.5 million hits with an average of 59,000 unique visitors a month. The site was archived at the end of 2007.


  • Bruce Clay
    SEO Training for Marketers
    2013 - 2013
  • University of Queensland
    Bachelor of Arts
    2004 - 2008

Awards and Achievements

  • Highly commended SOYA - Written Word category

  • Eat Your Words - Mentoree

    In 2009, I was one of 8 emerging Australian arts writers under 30 chosen to participate in the Eat Your Words project.

    Supported by the Australia Council for the Arts, and managed by Artworkers Alliance - 'Eat Your Words' was a collaborative writing project designed to help foster the development of critical arts writing in Australia.

    Through the project, writers were given the opportunity to attend an intensive writing workshop in Brisbane, and collaborate with academics, visual artists and leading Australian arts writers

    Writings from the collaboration will be published in the July 2009 issue of Artworkers magazine - 'Artworker'.


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Madeleine Hinchy
Education Bruce Clay
2004-2008 - University of Queensland
Employer FBi Radio
Location Sydney Australia


About Madeleine

I am a journalist, copywriter, editor and marketing professional with a particular focus on content marketing and comms. I have more than seven years experience writing for – and editing – online and print publications and websites.

I have an extensive background in arts and design journalism and was Contributing Editor at Vogue Living for two and a half years. I continue to be engaged with the arts industry as a freelancer writer and Executive Producer on Canvas, FBi Radio's arts program.




Total $5



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