Marketing & brand
Brand positioning, integrated campaigns and place marketing built around a clear idea and a real understanding of the audience.
Marketing strategist. Storyteller. Creator.
I turn good ideas into things people care about.
I'm Sumeet Joseph, a Sydney-based marketing and content specialist with 20 years of experience building brands, growing audiences and telling stories that connect.
Explore selected work ↘
Working everywhere
Twenty years across
strategy • content • digital • culture
What I do
Work with range.
Two decades of experience across public sector, place, entertainment, independent media and emerging technology.
Content & storytelling
Video, social, editorial and creator-led content that turns complex messages into stories people want to spend time with.
Strategy & growth
Practical marketing, content and business development strategies designed to create momentum and open new opportunities.
Digital & development
Digital products, websites and creative technology projects that connect useful experiences with strong communication.
Experience includes
Organisations and brands I've helped communicate, grow and bring to life.
Selected projects
Work in focus.
The stories, the thinking and the craft behind the work.
01 / 03
Documentary storytelling · Filming · Editing · Creative direction
Walk the Talk: Apology Into Action
Created for Sorry Day, this documentary-style video centres the voices of Liverpool’s First Nations Elders, exploring what the National Apology meant to them and what it means for First Nations people today.
I filmed, edited and led every creative decision, building the story around the Elders’ reflections, emotions and hopes for the future. Their experiences shaped the narrative and connected the significance of the apology with the question of what comes next.
This project matters to me because it brought deeply personal stories from Liverpool’s First Nations community to a wider audience. With 284 views, its reach was modest, but it attracted meaningful attention within the local First Nations community. For me, that connection is an important measure of its value.
YouTube
- Views
- 284
As of
Mother Mary statue, Bigge Park · Filming · Editing · Creative direction
From council conversations to community celebration
Created for Liverpool City Council’s TikTok, this video tells the story behind the inauguration of the Mother Mary statue in Bigge Park and what it means to the local community.
I filmed, edited and shaped the creative direction. Rather than opening with the celebration, I began with the council meetings and discussions that helped bring it about. That gave the inauguration context, taking viewers from the idea to the day it became a reality, with the community at the heart of the story.
The video attracted strong engagement across TikTok, Instagram and Facebook. But what matters most to me is creating something that connects with the community I call home. Seeing people respond to a story that means something to them brings a sense of fulfilment that goes beyond the numbers.
TikTok
- Likes
- 4,187
- Comments
- 196
- Shares
- 900
- Saves
- 195
- Likes
- 3,130
- Shares
- 1,014
- Reposts
- 137
Comments turned off
As of
The NRI Cricketer · Comedy · Performance · Social storytelling
From celebration to cricket flashbacks
This Instagram reel turns a familiar cricket fan feeling into comedy: celebrating India reaching a World Cup final, then realising it is at the same ground where Australia previously broke our hearts.
Inspired by acting-led reels I had seen gaining traction, I stepped in front of the camera to try the format myself. The story shifts from exaggerated celebration to nervous disbelief, with overlays of Australia beating India interrupting the excitement. I paired the performance with viral audio, including the “Faaaah” sound, to punctuate the emotional shift and heighten the comedy. It ends with me crying in the foetal position, taking that turnaround to its comic extreme.
Reaching 1.4 million views, this became a breakout moment for The NRI Cricketer. What makes it meaningful to me is that it came from getting outside my comfort zone, showing my comedy side and trying something different. A feeling I knew as a fan became something other fans connected with.
- Views
- 1.4M
- Likes
- 15.4K
- Comments
- 49
- Shares
- 43
As of
A little about me
I sit where strategy meets story.
From the journal
Useful thinking,
made personal.
Personal Reflection · 6 min read
What The NRI Cricketer taught me about doing work that matters
When passion, purpose and professional skill point in the same direction, work becomes more than something you complete. It becomes something you genuinely care about.
Read the journal ↗Have something in mind?
Let's make it
worth caring about.
Available for select consultancy, strategy and content projects.