Kenna MacTavish

Kenna is a versatile storyteller who enjoys introducing creativity to all aspects of her life. With a background spanning retail, content creation, ecommerce, and academia, Kenna possesses a unique ability to transform complex information into compelling narratives. She is a dedicated mentor, passionate about empowering clients to navigate the digital landscape of social media confidently. She focuses on developing practical skills through real-world applications to equip people with the tools and knowledge to become proficient digital creators.

Kenna spent 10+ years working in sustainable fashion, stationery, and lifestyle retail across Tasmania and Melbourne with stores like Pitbull Mansion, Milligram, LAMY, Freitag, and Keoma. Working across multiple aspects of retail from the shop floor, to buying, to online customer communications, Kenna’s expertise in sales and love of innovative products has led to her deep interest in FMCG retail trends and brand activation.

Kenna undertook PhD research in book culture and publishing at the University of Melbourne following completion of her Bachelor of Arts (Honours) at the University of Tasmania. Her research focus was how digital platforms are used for visual storytelling and community building in contemporary book markets across Australia, the US, and UK.

In her time teaching at the University of Melbourne, she taught across Masters-level subjects such as the contemporary book industry and writing and editing for digital media. She also worked as a research assistant on qualitative data-visualisation projects and a narrative storytelling podcast where she harnessed key skills in collaboration. She remains a devoted educator, and has a proven track record of inspiring and empowering people to make the most of their own stories with a firm attention to detail.

Kenna balances her ever-busy work life with a strength-based gym routine, venturing to Melbourne’s hotspots in search for the best baked goods, and a borderline obsession with the AFL (go Bulldogs!). She loves scrapbooking, cooking, and re-watching her favourite 1980s romantic comedy multiple times a year. 

Publications:

• “Crisis Book Browsing: Restructuring the Retail Shelf Life of Books” in Bookshelves in the Age of the COVID-19 Pandemic, pp. 49-68
• “The Emerging Power of the Bookstagrammer: Reading #bookstagram as a Post-Digital Site of Book Culture” in Post-Digital Book Cultures: An Australian Perspective pp. 80-112