Meet the Collective: Shelby du Moulin
This year, we’re spending more time talking about The Collective - because the work is only as good as the people behind it. And we’ve got some good ones.
First up: Shelby du Moulin. Pro social media manager, copy nerd, dog enthusiast, and someone who fits right into our slightly chaotic, always curious little corner of the world. She’s been with The EdgE for over a year and brings thoughtfulness, honesty, and more than a dash of personality to everything she writes.
Describe your role in three emojis. No overthinking. Go.
👩💻 🎢 🏝️
What’s one thing you wish clients knew about good content?
"That there is definitely a strong concept around what makes ‘bad’ content that is fairly agreed upon around the pond, but that the creation of good content (content that performs well organically) is totally up to the current mood of the audience, what they’ve recently been exposed (or over exposed to) and what the algorithm feels like promoting.
Sometimes a very medium feeling post goes off and when you replicate it with a new concept the following month, it performs very medium. And sometimes content that you're sure will be 🔥 absolutely tanks compared to expectations. Social media success is equal parts experience, consistency, guessing and luck."
What’s your favorite type of project to work on - and why?
"I love freelance writing blog posts and submitting them. I’ve written a couple so far for the Australian Parachute Federation and really enjoy being able to write freely on things that I know, have experience with or am passionate about.
I like being able to put thoughts and feelings together in a way that helps promote growth in the community and a sense of belonging amongst readers. Using my love of creative writing makes me feel happy because I’m contributing to the things I love most by doing something I truly enjoy."
Where’s the most inspiring place you’ve ever worked from?
"Writing a Flight-1 post about the importance of a good pattern while sitting in the landing area garden at Skydive Dubai Desert Campus watching a novice land in the hedges. 😂"
Shelby’s the kind of person who can take a vague idea, clean it up, give it direction, and somehow make it sound like your brand always meant to say it that way. She’s got a soft spot for long-form writing, a no-BS approach to content, and a natural sense for what feels real.
More team intros dropping soon. Because the best thing about what we build? Is who we build it with.