As a Principal Marketer within Waste Solutions, I lead the development and delivery of integrated communications and behaviour change campaigns that support Auckland Council’s zero waste and climate objectives. My role focuses on creating strategic, customer-centric marketing approaches that drive awareness, participation and long-term behaviour change across a range of waste minimisation initiatives including recycling, food scraps, illegal dumping, resource recovery and circular economy programmes. Working across multiple stakeholders, agencies and council departments, I develop integrated project plans, campaign strategies and communications approaches that align operational priorities with broader strategic outcomes. This includes overseeing creative development, media and engagement approaches, stakeholder management and campaign implementation, while ensuring all activity aligns with Auckland Council’s Zero Waste by 2040 vision. A key part of my role is embedding behavioural science and positive reinforcement into communications to help make sustainable behaviours easier, more accessible and part of everyday life for Aucklanders. I work closely with internal teams, local boards, community partners and external agencies to deliver cohesive campaigns that not only educate, but also create meaningful and measurable behaviour change outcomes.