Greater Sydney Area
Senior Marketing Communications professional with over 20 years’ experience across both in-house and agency roles. I focus on delivering clear, effective campaigns that support brand reputation, engage audiences, and contribute to business goals. I’m experienced working in regulated and complex environments, aligning senior stakeholders and agency partners, and delivering commercially effective, trust-led work at scale. Most recently at NRMA/IAG, I managed project and creative delivery for Help Fund — a multi-year $10 million climate resilience platform — while serving as Customer Experience Marketing (CXM) Lead on Beyond 3%, NRMA’s three-year commitment to directing three per cent of media investment to First Nations media ($2m+ budget). Prior to this, I spent over five years at Woolworths Group managing several multichannel brand, sustainability and reputation campaigns across Australia and New Zealand. In 2023, I spearheaded Woolworths Group’s first trans-Tasman World Environment Day campaign end-to-end, driving a 418% increase in website traffic and a 1,053% spike in visits to Woolworths NZ pages — the highest on record at that time. The four-week campaign reached 44m+ people across Australia and New Zealand. I’ve also led award submissions that received national recognition, including two 2023 Banksia Sustainability Awards — Gold Banksia and Large Business Sustainable Leadership — and three consecutive Finder Green Supermarket of the Year wins in 2021, 2022 and 2023.
A nine-month maternity-leave contract leading brand communications and creative activation for NRMA Insurance’s A Help Company platform — delivering integrated work that connects brand purpose with customer value, creative storytelling, and social impact. Projects and Achievements Led and delivered Help Fund — NRMA Insurance’s $10M+ multi-year climate resilience platform — from strategy through integrated paid, owned and earned media launch in just over three months. Oversaw full delivery including program structure, partner frameworks, messaging, visual identity, News Corp partnerships, launch campaign, web platform, event and Year 2 roadmap. Directed the CXM team in developing Beyond 3%, NRMA’s First Nations SME growth platform. Developed the three-year strategy, creative platform with Accenture Song and Initiative, senior approvals, launch framework and strategic NITV/SBS partnerships across a $2M+ budget. Developed and delivered 60+ digital and social creative assets across Home, Motor, CTP and Brand portfolios to drive customer consideration and quote conversion. Built a modular creative system with Accenture Song to ensure scalable, on-brand consistency across portfolios. Managed complex regulatory, legal, product and senior leadership approvals across all creative, messaging and compliance materials. Directed cross-functional delivery across senior leadership, internal NRMA teams and agency partners to deliver strategy, creative and channel execution. Established clear frameworks across briefing, timelines, creative development, approvals and delivery coordination. Used generative AI tools to streamline stakeholder alignment, briefing, reporting and workflow efficiency, improving speed, consistency and team delivery.
Delivered several multi-channel brand campaigns, leading 3 end-to-end, across paid (digital, OOH, TV, media partnerships) and owned channels. Led Woolworths Group’s first multi-channel trans-Tasman campaign for World Environment Day 2023, delivering OOH, advertorials, films, digital creative and new brand photography across AU/NZ in just over two months, achieving a record 44M+ impressions — the highest reach of any Group Brand campaign to date. Managed major media partnerships across podcast, digital, print and TV including The Guardian, Fairfax, Stuff NZ, NZ Media and Entertainment, Squiz and Nine, overseeing strategy, timeline management, creative development, media planning, governance and asset production. Built a 6-month content partnership with Channel Nine’s Today Show in March 2025, delivering 12 broadcast and social segments focused on community and purpose-led initiatives, including segment development, treatment writing, senior executive stakeholder management, talent sourcing, and production logistics. Aligned campaign strategy with media planning and customer insights, balancing brand building with performance to support growth and engagement. Used customer, media and brand tracking data (including RepTrak) to optimise performance and strengthen outcomes. Partnered with PR, Legal and Corporate Affairs to manage reputational risk, approvals and compliance. Led a team of content and channel specialists (5–10), introducing Agile delivery rhythms to improve briefing, approvals and reporting. Campaign Results: World Environment Day 2023 AU/NZ — 44M+ impressions; 418% uplift in AU web traffic; 1,053% uplift in NZ visits Collective Impact 2024 — 11.7M+ impressions; 1.1M video completions; 88% completion rate Advocacy Campaign 2024 — 37% lift in website traffic; 15M+ impressions Awards: Banksia Sustainability Awards 2023 — Gold Banksia and Large Business Sustainable Leadership Finder Green Supermarket of the Year — Three consecutive wins (2021–2023)
Established and led a dedicated sustainability communications function, building clear governance processes for message development, verification and approvals across Group Brand, Sustainability, Legal and PR, alongside a forward planning communications calendar aligned to annual business priorities. This messaging underpinned the national Growing Greener campaign, driving a one-point uplift in customer belief that Woolworths is environmentally responsible and a 3.3-point increase in customers feeling the brand helps them make more sustainable food choices. The campaign reached 8.3 million people at an average frequency of 13.7. Led communications for the launch of Woolworths Group’s 2025 Sustainability Goals, managing development of the visual identity and collateral that became the foundation for ongoing sustainability messaging. Delivered the 2021 Finder Green Supermarket of the Year campaign (2.5 million reach; 17.6% ad recall lift; 20% above benchmark). Project managed redevelopment of Group and Supermarkets sustainability webpages to align with the 2025 goals, improving clarity, structure and user experience. Provided strategic communications support across plastics recycling, responsible sourcing, animal welfare and human rights initiatives, strengthening alignment across the broader Group Brand ecosystem.
Clients: Volkswagen Australia, Johnson & Johnson, Disney, Ferrero Led the development and execution of Johnson & Johnson’s 2019 earned consumer campaigns, collaborating with integrated agency partners across media, digital, SEO, and advertising to deliver cohesive, multi-channel ideas. Identified and onboarded key influencers and ambassadors to support core communications activity, co-creating content aligned to campaign objectives. Created content concepts for J&J, including storyboarding, scriptwriting, and overseeing the art direction and production of shoots. Project managed a high-profile advertorial shoot with *Stellar* Magazine featuring Johnson’s Baby ambassador Phoebe Burgess. Also led the creative development and production of a special Johnson’s Baby product wrap in partnership with Tresillian Australia, including scriptwriting and storyboard creation for the launch hero film of CottonTouch. Developed the full communications framework for Volkswagen Australia’s 2019 sponsorship of the Sydney Swans. This included a 12-month scope of work and budget, in-stadium activation planning and delivery, and an integrated content and communications plan across earned, owned, and paid channels—working closely with the Sydney Swans sponsorship team. Oversaw budgeting, forecasting, team resourcing, and mentoring responsibilities across accounts.
Managed all earned, owned, and paid media activity for LG Australia in a dual agency/in-house role. Oversaw the redevelopment of LG’s earned communications strategy and delivered 2019 planning across core product categories, including CES campaign planning and media hosting. Managed LG’s sponsorship of the Museum of Contemporary Art, and led branded content, media events, and a partnership between LG Signature and News Prestige/GQ Magazine featuring Darren Palmer. Restructured the agency team to improve delivery, oversaw liaison with LG One (Seoul based global PR advisory and leadership team), and led all day-to-day project and press office activity.
Core focus was McDonald’s Australia, to manage campaign development, establish/track measurement criteria as well as delivery of integrated strategy/concepts with all partner media, advertising and digital agencies. Management of key stakeholders internally at McDonald’s, primarily the communications and corporate relations teams. Delivery of integrated campaign strategies, earned media, production updates and timeline management as well as development of proactive ideas, and counsel on reactive issues. Ensure the smooth integration of work, identification of potential issues and opportunities, management of a team to deliver work on time and on brief. Represented the brand’s earned media options in internal and exterior meetings whilst ensuring that all campaigns deliver against brief and their ongoing goals of transparency and authenticity.