Unleash your brand’s true potential
Building brands people believe in
My commitment is to the extraordinary. To create and build electrifying brand experiences through intelligent design and storytelling.
My passion is to unleash true potential within a brand – to close the gap between what they are and all that they could be by creating mind-blowing, intelligent campaigns and content customers love to engage with. I live and breathe big brand expression with a natural talent for unearthing brand archetypes and authentic narratives while actively seeking new business opportunities for brands to thrive. As a creator, I trust in the creative process and, above all else, live for ingenuity.
With over 20+ years of experience in the creative industry, I’ve had the opportunity to work for global brands such as Vogue, GQ magazine, Lonely Planet, Masterchef, Empire City – Damansara Kuala Lumpur, Xero, Animals Asia, along with some of Australia’s finest such as Bonds, Donna Hay, ComBank, RSPCA, Woolworths, Sydney Olympic Park, Le Senza, Katies, Best & Less, Toys ‘R’ Us, Dick Smith, The GPT Group, Landcom, Mirvac Retail, NSW Local Government, Glencore, Port Waratah Coal Service, Newcastle Port Corporation, Hunter Tourism, Lendlease, Urban Growth NSW, Hunter Water, Sydney Water, Conscious Capitalism Australia, McDonald Jones Homes, Newcastle Permanent and the Greater Bank.
Expertise
In a world obsessed with image and appearance – reputation is everything. Intuitive design and purpose-driven strategy are what bring a brand to life and create memorable experiences.
I bring 20+ years of expertise in delivering integrated solutions across creative and digital services: art direction, branding, website and e-commerce, digital marketing, content creation, storytelling, customer acquisition and retention and brand strategy.
Art Direction Lead the creative direction for all visual elements of the brand from ideation to production, including print, social, digital and video content. Develop and oversee the creation of high-quality visual assets, such as magazine and editorial layouts, branding, illustrations, content creation for social media and editorial and videography (concept through to completion). Art direct photo shoots and video productions. Ensure all visual materials align with brand guidelines, delivering consistent brand experiences.
Photoshoots and Storytelling Concept development, creative direction, and day-of execution art direction to ensure brand consistency. Storyboarding, script writing and art direction for TV commercials, styling and set design.
Brand Leadership Over 20 years of experience in branding. Ensuring consistent brand identity across all touch-points, maintaining cohesive messaging, visuals, and tone across all channels. Lead the brand development and execution of national/global launch strategies for new products or services. Specialist in re-branding / brand evolution transforming brands to re-engage with target audience / new business.
Content & Project Management Serve as the first point of contact for briefs entering the Creative Team. Oversee workflow from briefing to execution, post-production, and launch, managing timelines and deliverables while liaising with stakeholders across e-commerce, CRM, content, and product. Oversee the publishing function, ensuring high-quality production and timely delivery of communications and materials. Confidently juggle multiple design projects, adapting to changing priorities while meeting deadlines.
Strategic Campaigns Create and launch integrated marketing strategies to boost brand awareness using digital platforms (Shopify, Meta Ads, Google Ads) alongside traditional channels; print, TV, radio, and event partnerships.
Creative Execution Lead the end-to-end creative process for digital assets, packaging, and traditional marketing formats, from concept to completion. Design engaging content for email campaigns (Klaviyo/Marketing Cloud/Mailchimp), social media, websites (Shopify/Wordpress), print materials, packaging, and other traditional media.
Websites & E-Commerce Experience in e-commerce, websites and digital marketing, within retail/fashion, food and beverage, property development, and B2B. Specialist in shopify and wordpress sites.
Post-production Edit and optimise imagery and video content (video editing and production, high-end retouching, compositing, colour correction, asset creation) for use across print, digital, website and social media channels.
Cross-Functional Collaboration Partner with e-commerce and sales to align marketing initiatives with business goals, ensuring a unified approach to growth.
Budgets Manage budgets with a keen eye for ROI, reallocating resources to high-performing initiatives for optimal impact.
Team Mentorship Lead, mentor, and motivate a talented marketing team, fostering a collaborative, results-oriented culture.
Performance Tracking Dive into analytics and metrics to monitor campaign success, fine-tuning strategies to maximise effectiveness.
Innovation and Growth Monitor industry trends to maintain brand leadership in the market and continuously innovate creative solutions. Experience working within a scaling business and launching new products nationally.
Media Relations Lead media strategies to position businesses as a leading authority in its field, ensuring positive representation in the media.
Stakeholder Engagement Collaborate with senior executives to understand their needs and incorporate feedback into strategies.