A little bit About Me

leadership

As a creative leader, I’m driven to help others succeed and reach their full potential. Throughout my career I have lead creative teams with empathy, taking the time to understand what motivates them, what they are passionate about, and aligning their goals with business opportunities. I believe strong relationships with clients and stakeholders that are built on a foundation of respect, trust, open communication, and collaboration are the key to driving great results. This leads to a deeper understanding of the business challenges that need to be solved while helping identify strategically sound creative solutions and opportunities.

Career

With over 25 years of experience, I've honed my craft as a creative, designing everything from large web platforms to through-the-line campaigns, games, apps, soundscapes, activations, and animations. Starting my journey as a digital designer, I developed a deep passion for crafting beautiful experiences that pushed the boundaries of the medium.  As a digital designer, I worked for a number of blue-chip clients and iconic fashion brands including but not limited to Villiage Roadshow, Scanlan and Theodore, Bettina Liano, Witchery, M!MCO, and Nine West.

Transitioning into the role of the first digital creative at M&C Saatchi's Melbourne office, I worked closely with the above-the-line creatives to help grow the business offering and develop my skills as an art director.  I was involved in numerous successful pitches that contributed to the growth of the department while leading digital creative across a number of key accounts including ANZ Bank, Australia Post, Medibank, RSPCA, Save the Children, Betfair, REA, and Swinburne University. 

Fuelled by a love for tech and sci-fi, I jumped at the chance to work at Isobar, where digital innovation was at the forefront.  As the Associate Creative Director, I led a dynamic team and oversaw creative projects for globally recognised brands including Disney, Dulux, Uniqlo, McDonald’s, Sensis, Seek, Save the Children, and the Australian Childhood Foundation.

After spending a few years freelancing, I transitioned to client side where I led the Australian in-house creative team at Xero. Under my guidance, we achieved significant growth in unaided awareness and brand equity among small business owners across Australia and Asia. My tenure involved spearheading integrated campaigns, large-scale events, social content, competitions, insights reports, branding initiatives, and various collateral for the dedicated marketing and communications teams.

My most recent role was the Executive Creative Director at Think HQ, where I focused on fostering a thriving creative culture and elevating the standard of creative work agency-wide. Working on purpose-driven and values-aligned projects, including government campaigns, was particularly rewarding and aligned with my passion for making a positive impact through creativity.

After hours

When not working, you can find me catching waves with my 2 kids at the beach, taking long walks in nature, playing with AI, or enjoying creative pursuits like illustration, collage, photography, or making beats in the wee hours of the morning.