United Kingdom
PR strategist and earned media specialist with more than 20 years experience. A big-picture thinker with a hands-on approach, I’m motivated by delivering high-impact, world-class campaigns that blend creative excellence with integrated, measurable results. With broad-ranging consumer PR experience across FMCG, healthcare, drinks, retail, travel, sport, finance, technology and startups, I bring a proven instinct for crafting stories that resonate with audiences and deliver on business objectives. My strength lies in shaping earned media ideas that cut through - rooted in a journalist’s mindset, a nuanced understanding of the brief, and practical commercial acumen. Years embedded within creative and advertising agencies have honed my view of the full consumer journey, across owned, earned, shared and paid channels. I’ve built my career with leading PR and creative agencies in both London (Freuds, Cake, Borkowski) and Australia (Ogilvy, Leo Burnett, Publicis Groupe, Thinkerbell, M&C Saatchi, One Green Bean), and held in-house roles with IKEA Group, the McGrath Foundation, and Pernod Ricard Winemakers. Global award highlights include: – Furphy Beer – 'What the Truck' Webbys Viral PR WINNER 2023 – IKEA x Airbnb - Webbys Social & Events WINNER 2015 – The NAB Break-Up Campaign - WINNER of the Grand Prix at the Cannes PR Lions in 2011
I work with agencies, brands and in-house teams to develop and deliver strategic integrated communications campaigns - bringing creative thinking, senior counsel and hands-on execution to every brief. My work spans earned media, content, events, influencer strategy, stakeholder relations and issues management, with a strong focus on storytelling that drives awareness with cultural and commercial relevance. Roles/Contracts include: KAYAK Software - PR Director, EMEA (mat leave contract) M&C Saatchi Sport & Entertainment – Commonwealth Bank, MYOB Ogilvy PR – ALDI, Samsung Electronics Special Group – PepsiCo, Better Packaging Co Pernod Ricard Wines & Spirits – Jacob's Creek, Stoneleigh, Brancott Estate, Absolut Vodka, The Glenlivet Thinkerbell – Lion, IAG, Binge, General Mills Leo Burnett/Publicis Groupe – Diageo (Premium & Luxury Whiskies) WWF, Earth Hour, Suncorp, Canon, Caroma One Green Bean – Amazon, Expedia, Google, Commonwealth Bank, Woolworths, The Body Shop The McGrath Foundation – in house PR Director role, The Pink Test Poem Group – Nespresso, Uber, The People’s Climate March IKEA Group – In-house PR Director role
Led EMEA PR strategy across multiple markets overseeing press office campaigns and agency management during a 10-month maternity leave contract. Directed proactive and reactive media relations across travel, consumer and business press, delivering culturally relevant storytelling tied to travel trends, data insights and seasonal moments. Worked closely with regional marketing, social and commercial teams to strengthen integration across earned, owned and shared channels, SEO performance & AI visibility, while providing senior counsel on reputation management, messaging and media opportunities across the region.
Led the PR strategy for the launch of a new travel booking feature within the CommBank app, developed by Commonwealth Bank of Australia, the country’s largest bank. Consulting and collaborating with creative and strategy teams at M&C Saatchi, delivered an integrated campaign across PR, social, and experiential channels, resulting in media coverage, strong consumer engagement, and measurable uplift in brand awareness (as well as award-winning work)
Led a team of four to deliver the Samsung Unpacked PR program for Australia, driving strong media coverage and engagement for Samsung's foldable mobile devices. Results included 2800+ pieces of media coverage in one month, and a 82% media SOV for the brand. Senior lead on the ‘ALDIcore’ campaign, contributing to brand positioning and generating significant results in consumer engagement via content led strategies.
• Led the PR direction for the Lion business as Head Earned Thinker and Group Account Director. • Developed award-winning campaigns, including the 'What The Truck?' stunt for Furphy and XXXX Beer Maroons sponsorship. • Spearheaded the launch of XXXX Zero and Tooheys New, enhancing brand visibility and engagement. • Collaborated with the dynamic team at Thinkerbell, a startup known for its innovative approach to advertising.