Sydney, New South Wales, Australia
I'm an award-winning creative strategist with 15 years of experience leading integrated marketing across industries including retail, e-commerce, FMCG, QSR, tech, telco, automotive, airlines, and government. As a marketing Swiss army knife, I specialise in insight-led, data-driven strategies that fuel digital innovation and meaningful brand growth. From shaping culture to sparking conversations, I’m passionate about building brands that resonate—and crafting campaigns that don’t just look good, but drive real, measurable impact.
Co-founded an indie marketing agency, working closely with founders to build and scale ecommerce brands across various stages, typically between ~$2M and $20M in revenue. Led the planning and execution of tailored marketing strategies, identifying the right levers for growth across acquisition, conversion, and retention based on each business’s goals, maturity, and opportunities, with a clear focus on driving measurable commercial outcomes.
Brands: eimele, Science Research Wellness (SRW), Theronomic As the Social Media Lead, I drive strategy, creative development, and execution for innovative health and wellness brands aiming to grow their presence and relevance in both global markets and targeted consumer segments. Operating as a one-person social media powerhouse, I lead the end-to-end development of platform-first strategies and content that align with business objectives and drive real commercial outcomes. Key responsibilities: • Developing full-funnel social strategies to increase brand penetration and deepen engagement with core audiences. • Creating insight-led, channel-specific creative campaigns designed to drive awareness, conversion, and customer loyalty. • Collaborating across digital, sales, and PR teams to integrate social media into broader marketing campaigns and go-to-market plans. • Managing and producing social content, and nurturing community engagement to increase customer lifetime value and brand advocacy. My approach blends creativity with performance, ensuring every post, story, and campaign ladders back to measurable impact.
Accounts: MG Motors, Vitaco, McPherson's Brands, Zip Water, Soprano Design. I managed the social team to deliver social media campaigns and always-on strategies, improved efficiencies and craft in content production, strategised go-to-market plans, managed paid media and influencer campaigns, and collaborated with department heads to drive agency commercials and improve client satisfaction. My biggest highlight was restructuring the social team to enable better professional development among team members by setting clear development paths and KPIs.
Accounts: PepsiCo, Unilever, Virgin Australia, Priceline, Spotlight Retail Group. I led a team of 4 to grow the department’s commercials by innovating new products and services. As the key contact in building client relationships with heads of departments, I developed and executed integrated campaigns, promoted culture-first creative ideas, championed test and learn frameworks, and ensured the social department hit commercial targets.