ABOUT – Genista Jurgens

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Hi. I’m Genista, an independent digital curator, cultural producer and communications specialist who helps creative projects make a bigger impact. After several years in Berlin, I’m currently based in Portugal, and will always call Aotearoa New Zealand home.

I collaborate with artists, directors, social/cultural initiatives, brands and small businesses to:

refine their vision
amplify their message
& build engaged communities

–expanding their reach both locally and globally.

My expertise is in transforming concepts into compelling narratives, and leveraging strategic communication to really get those stories out there. This means you can find me developing persuasive pitches for global campaigns, researching art trends and interviewing industry leaders for cultural publications, creating engaging content (copy, video, audio) and exploring ways to meaningfully connect with audiences.

Beyond content and comms, I have a strong background in production and multimedia (including on-set experience on Aotearoa’s Shortland Street and at Berlin’s Studio Babelsberg), and nurturing artistic communities is a real passion of mine. To give you an idea: I spent almost seven years leading communications strategy for Contemporary HUM (an online hub for Aotearoa arts abroad) and coordinated Cross St Studios (an artist-run initiative) and Craftwerk (a lo-fi arts and craft fair) in Tāmaki Makaurau Auckland, where I focused on helping these initiatives grow.

OK, enough about my story.

Tell me yours

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Education & training

Connecting Up • Google Ads & Analytics Webcon • 2020
O Instituto Camões • Português for Foreigners • 2017–2018
die deutSCHule Berlin • German as a Foreign Language • 2012–2013
Enterprises • Entrepreneurship Programme & NICAI Scholarship • 2007
Elam School of Fine Arts, University of Auckland • Bachelor of Fine Arts • 2004–2007

Select experience
Managing & marketing roles

Founder & Creative Director | Ponto Pena | Apr 2021–present

Leading Ponto Pena, an online textile brand, overseeing all aspects of its development and operations.
Developing the brand’s visual identity, design bespoke textile patterns and products, and generating creative assets for digital platforms.
Overseeing web content and developing social media strategies to build brand awareness, engage target audiences and drive sales.
Managing all business operations, including production, inventory, order fulfilment and customer service.
Awarded Spoonflower Small Business Grant (2021) and Aceleradora de Comércio Digital Program funding (2025).

Sponsorship & Outreach Coordinator | Friends in the Arts (FITA) | Nov 2024–Jan 2025

Conducted advertising outreach with international arts organisations and luxury brands, seeking sponsorship interest for FITA’s publication, to be shown at the World Expo in Osaka, Japan (April–October 2025).

Communications Director | Contemporary HUM | Feb 2018–Oct 2024

Led audience growth, partnerships and patron development, amplifying New Zealand contemporary artists’ reach.
Spearheaded digital content production across communication channels (EDM, social media), reaching 38,000+ people in Europe, Oceania and North America.
Coordinated advertising campaigns on leading art platforms (Frieze, e-flux, Ocula, The Big Idea) and managed Meta Ads (1M+ impressions in 2024) and Google Ads (USD$10,000 monthly in-kind budget).
Developed partnerships with cultural organisations (Christie’s Paris, The Goethe-Institut New Zealand, NITJA Center for Contemporary Art, Creative New Zealand) and international galleries.
Co-produced special projects, including a #1 ranked podcast series for the 60th Venice Biennale (Apple Podcasts, NZ Visual Arts).
Coordinated crowdfunding campaigns, raising NZD$40,000+.
Managed website output, leading the migration of 4 years of content (100+ long-form publications, 500+ calendar listings) to a custom-built website.
Fostered an active online community of arts professionals and enthusiasts.

Co-organiser & Promoter | Craftwerk Art and Craft Market | Aug 2007–Apr 2009

Co-organised and promoted Auckland iteration of Craftwerk, a bi-monthly arts and craft fair with 600-800 attendees.
Curated content by liaising with artists, musicians and vendors, and managed relationships and communications to ensure engaging participation
Developed communications and strategy through marketing, overseeing event operations, logistics and on-site coordination to ensure smooth execution and participant/attendee satisfaction.

Co-founder & Coordinator | Cross Street Studios | Sept 2006–Jan 2009

Co-founded and coordinated Cross Street Studios, an artist-run initiative that hosted 120+ events including two street carnivals.
Secured and managed funding through grant applications and other avenues.
Curated and organised exhibitions, including artist selection, participant coordination and installation oversight.
Developed and disseminated promotional materials, including press releases, interviews and artist statements.
Managed studio operations, including maintaining building regulations, liaising with the local council and ensuring safety compliance.

Content creation roles

Social Media Creator | Rural Radicals | Sept–Oct 2024

Created three-part video/audio interview series for the non-profit, achieving record engagement.

Art journalism discussing trends, artists and exhibitions (primarily North America). Contributed informed artist biographies on top-tier international artists, and published interviews with leading creatives such as Alê Abreu, Ben Medansky, Gabriel H. Sanchez, Helen Levi, Ignasi Monreal, Jessica Walsh and Sophia Narrett, among others.
Creative and marketing copy for small brands, integrating SEO text and keywords. Initiated an in-house blog project for jewellery brand to increase audience engagement.
Daily architectural and design articles profiling various projects and incorporating SEO content.
Generated accurate transcriptions, using impeccable spelling and grammar.
Consistently produced top-quality work on tight turnaround times.
Liaised with project managers and clients across multiple time zones to ensure jobs were delivered beyond expectation.
Managed images and other content on an in-house CMS for the North American market.

Film & production assistant roles

On-set Costume Standby | 20th Century Fox Film: Homeland TV Series | July–Dec 2015
On-set Costume Standby | South Pacific Pictures: Step Dave TV Series | Jan–May 2015
On-set Costume Standby | South Pacific Pictures: Shortland Street TV Series | May 2010–July 2011
Managed all aspects of on-set costume duties including:

Coordinating dressing and ensuring continuity for crowd and principal actors.
Prepping and maintaining costumes, utilising specialist fabric knowledge.
Facilitating communication between various production teams (props, camera, lighting, directors, writers), translating in between languages when necessary.
Working effectively under pressure, managing demanding workloads and fast-paced environments.

Conducting research and compiling reference materials (storyboards, film clips, music, locations, casting, lighting).
Creating mood boards and mock-ups.
Performing image retouching, colour grading and design layout.
Managing media and creating databases.
Editing, proofreading and providing creative copywriting/ghostwriting services.

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Images on this website are either my own or used for research under copyright-free, Creative Commons, fair use, or fair dealing licenses. In some cases, images are sourced from collaborators’ websites where they were published with owner permission. Please contact me if you believe an image should be removed.

refine their vision amplify their message & build engaged communities