Austin, Texas, United States
Am CMO of AG1. Was CMO of YETI. Was ECD of Uber. Was ECD of R/GA. Always Australian.
Helping people take control of their health and longevity. Expanding a DTC darling to a multi channel, multi product global business. Building a Brand in a world of snake oil knock offs and growing the core business occupy most of my day.
Scaling the Brand beyond its niche roots in America's South to become a beloved national icon, loved by those in an Alabama duck blind as well as those picnicking in The Hamptons. Joining at around $500m and leaving at $2b, it was proof that through building communities, outstanding storytelling and a multi channel strategy, you can scale a brand without sacrificing it's soul. During my time I oversaw Marketing, Brand, Retail and Product Design.
Responsible for the creative output of Uber marketing and advertising efforts across the channels. Internally building a creative department that spans a diverse skillset from campaigns, social, animation, design and motion.
Oversee the creative for the Uber marketing and advertising efforts across the channels.
Two major roles over the eight glorious years at R/GA. Globally, ECD of Social for R/GA. Overseeing the offering across all R/GA offices and global channels. Locally, Group ECD of the NY office. My main focus has been helping marry R/GA's heritage in systematic work with big idea campaigns for major brands such as ESPN, MasterCard, Verizon, Google and Walmart. Helping them make the transition to move at the speed of culture and into social and digital first consumer companies. With social being nuanced across many different regions and cultures of the world, I work closely with local platforms and teams to ensure the most impactful and native campaigns for brands that stay at a consistently high R/GA level. With a background in TV advertising, I've been able to successful in bridging the divide between tradition and digital mediums. Working on some of R/GA’s most iconic campaigns, together we were able to win Agency of the Year year after year at such award shows as Cannes, The One Show, The Webby's and so on. I also helped establish the R/GA Sydney and Austin offices, before returning to New York.
Led the social offering for R/GA across the 16 global offices. We were really doing social before social was a "thing". As we saw it become a genuine channel, we turned it into a genuine offering. Experimenting, learning and somewhat perfecting, we had enormous success pushing the boundaries of the new form of communication. Proud to have been part of the team to take R/GA to Social Media Agency of the Year multiple times across nearly every award show.
Merging R/GA's strong heritage in systematic thinking with traditional storytelling was my major focus. The (at the time) unique ability to work together with product, UX and design folks to craft consumer facing campaigns lead to a wonderful eight year together. Being part of many of R/GA's most famous work and main pitch creative saw me touch a diverse range of accounts such as ESPN, Verizon, MasterCard, Walmart, Nike and Samsung.