Experience
I’ve spent my career at the intersection of creativity, branding, strategy, technology and storytelling.
Most recently, as Head of Brand and Creative at Australian Red Cross, where I led a shift in how the organisation tells its stories across digital and social platforms. To raise awareness and drive support for urgent social issues and humanitarian crises, using storytelling as a strategic tool to connect, move and mobilise audiences.
Before that, I spent over two decades in strategic and creative leadership roles at top marketing and advertising networks, including McCann, BBDO, and WPP, working in Sydney, Hong Kong, Singapore, New York, London, Brisbane, and Melbourne.
Household names to tech start-ups
I’ve worked with an incredibly diverse range of clients, from Google, Toyota, Mastercard to the University of Melbourne, across sectors, audiences and challenges. Bringing strategic and creative thinking to some of the most respected brands, institutions and causes.
Government & Public Sector
Red Cross Australia
Australian Federal Government
Victoria Police
WorkSafe Victoria
Sustainability Victoria
Victorian Responsible Gambling Foundation (VRGF)
Transport & Infrastructure
Metro Trains
V/Line
Toyota Australia
Ford
General Motors Holden
Cathay Pacific
Finance, Legal & Insurance
Bendigo Bank
NAB
Mastercard
Maurice Blackburn Lawyers
GIO
Australian Unity
Technology & Telecommunications
Google
Telstra
Education, Culture & Non-Profit
University of Melbourne
Melbourne International Film Festival (MIFF)
Red Cross Australia (listed here again due to its relevance to both categories)
Consumer Goods & Retail
Nestlé
Coca-Cola
BIC
GSK Centrum
Maybelline New York
L’Oréal Paris