Australia
Award-winning strategic marketing leader with a passion for building culturally resonant brands & businesses through innovation, storytelling, and digital excellence. From driving Nike’s youth marketing strategy across China to leading Fliteboard’s global expansion, I bring over 20 years of expertise in growing businesses through brand transformation, digital engagement, and community-driven campaigns. I thrive at the intersection of strategy and creativity—delivering data-led marketing that inspires, drives revenue, and builds lasting loyalty. With a love of innovation, community, & sport, strong leadership experience, and a proven track record in growing purpose-led brands, I bring that energy, results, and excellence to every new challenge.
Reset Australia's original native botanic gardens 20 minutes south of Noosa. Honoured to bring an Australian icon back to life and proud to recreate a community hub where lovers of native plants can come to discover, learn and grow together. Developed and led masterplan for property and business reset. Relaunched wholesale native plant business and grew key accounts with Bunnings achieving 400% growth in the first 12 months. Relaunched iconic retail nursery business with the largest range of native plants in Queensland. Launched F&B & event offering spearheaded by Catbird Restaurant/Bar and Cafe, with a focus on seasonal, local, handmade food, and the best Australian wine list on the Sunshine Coast. Opentable New Open Award 2024 Gold. Successful exit in 2024.
Nike Kids was a key strategic growth pillar for Nike Greater China, with a rapidly expanding retail footprint and a strong focus on digital acceleration. Defining a Generation Through Sport: Led the development and execution of category-defining campaigns that shaped cultural moments like 11.11 Singles Day and Chinese New Year, cementing Nike’s emotional connection with the next generation. Innovating Retail & Digital Commerce: Drove demand through omnichannel storytelling, overseeing brand and retail marketing for 1,200 Nike Kids stores, Tmall, and Nike.com. Breakthrough Storytelling: Created emotionally resonant campaigns that redefined youth sports culture in China, including: Chinese New Year 2020: Lunar New Year: The Great Chase Children’s Day 2019: Kids Just Wanna Play Children’s Day 2018: Don’t Call Me Precious (featured in Forbes) End-to-End Consumer Experience: Ensured seamless brand engagement across digital, retail, and experiential activations, reinforcing Nike’s position as the category leader.
Category Leadership & Consumer Obsession: Led brand planning and operations to ensure Nike’s game-changing innovations resonated with Chinese consumers across all touchpoints. Innovation-Driven GTM Execution: Partnered with global and regional leadership to tailor global strategies for the Chinese market, ensuring cultural relevance and maximum impact. Data-Driven Demand Creation: Championed a consumer-first approach by integrating real-time brand tracking and category research into seasonal marketing plans. Cross-Functional Leadership: Managed a team of 18, orchestrating multi-channel marketing strategies that seamlessly blended digital and physical brand experiences.
Reignited Australia's passion for Finnish design and print through compelling storytelling, leveraging design icons and iconic prints. Delivered integrated brand campaigns over 4 year period connecting with old and new demographic across multiple markets Grew brand sales of wholesale business 5 fold over 3 year period. Localised and implemented annual and quarterly brand and retail marketing plans for Australia and New Zealand ensuring visual consistency and local relevance Developed and managed integrated campaigns for wholesale and retail businesses across multiple categories and functions Developed & managed all agency and third party relationships Owned wholesale business P&L consistently delivering growth every quarter.
• Managed China start-up for activation and branded entertainment business.