Sydney, New South Wales, Australia
I’ve spent the last 20 years in retail and digital, leading teams through significant transformations in AI, ecommerce, CX, and operations. I’m at my best when there’s a complex problem, whether fixing broken tech, turning around performance, or getting teams aligned around what matters. I’ve run local and global teams, owned full P&L, and delivered over $250 million in digital revenue uplift. But more than the numbers, what drives me is helping teams adopt the right tools, cut the noise, and focus on what really moves the needle. I’ve got a firm handle on strategy, execution, and using customer insight to drive growth. And I always return to what makes sense commercially, connecting the dots between brand, product, tech, and what the customer actually wants.
As Chief Digital & AI Officer at Digital Discovery Group, I lead digital transformation, ecommerce performance and artificial intelligence strategy for national retailers and growth-driven brands. My role is focused on fixing what’s broken and scaling what already works. I design and implement end-to-end digital and ecommerce strategies that have grown businesses into nine-figure online operations, improved conversion and customer experience, and turned underperforming websites into high-performing commercial assets. I work closely with founders, boards and executive teams to translate digital, data and AI capability into measurable business outcomes. This includes ownership of digital strategy, ecommerce execution, AI adoption, analytics, platform optimisation and delivery across complex environments. Responsible AI is central to how I operate. I ensure AI is deployed ethically, transparently and with clear governance, balancing innovation with customer trust, regulatory responsibility and long-term commercial value. My responsibilities include: Defining and executing digital, ecommerce and AI strategy aligned to growth and profitability Scaling ecommerce performance and digital capability for national retailers Leading AI adoption across personalisation, automation, analytics and decision support Establishing Responsible AI frameworks covering governance, risk and accountability Improving website performance, conversion and customer experience at scale Advising executive teams on digital and AI investment, structure and prioritisation Are you ready to modernise your digital foundations, unlock growth through AI, or turn complexity into clarity and results?
It’s a tough market, and I’ve realised that many businesses could benefit from my experience, especially in solving digital challenges. Every business is different, but many share the same hurdles. That’s where a fresh perspective can make a real difference. I work with everyone from large enterprises to startups, helping them grow online through practical, tailored advice. There is no fluff—just a personalised approach that fits your goals and makes sense commercially. At Digital Discovery Group, we help businesses adapt, stay competitive, and make smart moves in a fast-changing digital world. Sometimes, the simple things unlock the biggest wins. Let's chat if you’re a digital agency, consultant, or solution provider looking to sharpen your offer or better support your retail clients. We’re here to help and keen to connect with others working to lift the game in Australian retail.
Join me as we explore the evolution of retail, from the early days of dial-up Internet to the data-driven, AI-powered ecosystems we’re building today. We’ll explore the key moments that shaped modern eCommerce, the mistakes we’ve learned from, and the innovations redefining what’s possible. Whether it’s the future of unified commerce, the realities of digital transformation on the ground, or how customer expectations are changing faster than most businesses can keep up, I’ll cover it all. No fluff, no buzzwords. Just honest conversations about what’s working, what’s broken, and where things are heading for retail and digital teams. If you’re into tech, strategy, growth, or just want to know how actually to make eCommerce work, you’re in the right place.
As Head of E-Commerce & Digital at Jaycar, I was responsible for both the commercial leadership and day-to-day delivery of the online business. That meant owning the full digital strategy, running site trading, overseeing content and CX, and making sure the platform performed commercially. I was responsible for how the site looked, functioned, and traded. Every change—homepage content, category setup, promotions, pricing, UX updates, and merchandising—passed through me. The goal was always to keep the site sharp, relevant, and aligned with the business's goals. I also led our digital acquisition and lifecycle programs across SEO, paid search, social, email, and personalisation. I worked closely with marketing, IT, and data teams to lift performance, improve customer journeys, and make sure the tech stack supported our goals. The role sat at the heart of daily operations. Jaycar’s website was a key channel in its multi-channel model, so keeping it live, up to date, and trading effectively was critical to business continuity and revenue growth.
As Chief Artificial Intelligence Officer at Chill IT, I focus on making AI useful, not just impressive. My job is to cut through the hype and help businesses apply AI in ways that genuinely improve how they serve customers, support their people, and run their operations. Whether optimising processes, unlocking insights, or modernising tech stacks, I make sure AI works for the business, not the other way around. And true to our name, I try to keep a level head no matter how complex or fast-moving the challenge.
Took an much needed career break to embark on a remarkable bike trip with friends across central NSW, followed by a memorable road trip with my family exploring the scenic wonders of Victoria. Finally indulged in some well-deserved time off after a decade of continuous work. Our journey took us through breathtaking destinations, including the iconic Great Ocean Road and the enchanting landscapes of central NSW. Along the way, we meet a lot of amazing people and other families. Next adventure is New Zealand or Japan, hopefully not in another decade.
As the Digital Director/Head of E-commerce at Decathlon Australia, I was responsible for driving profitability and growth in the digital business while providing strategic insights on retail initiatives. I oversaw various aspects of the company's digital operations, including leading a digital team, conducting online research, developing digital marketing strategies, tracking conversions and revenue, analysing website traffic, and improving the customer experience. My expertise in front-end and back-end technology strategy also played a vital role in shaping digital platforms. As a member of the board, I contributed valuable experience and knowledge to the team.