With more than 20 years in advertising, my career has taken me from Auckland to London and now Sydney, where I call home. I've worked across a diverse range of industries and disciplines, bringing together brand, creativity, media and strategy.
I spent four years leading creative across Westfield's 42 centres in Australia and New Zealand, spanning major campaigns, brand experiences and the launch of its app and online marketplace.
Most recently, as Creative Director at JOY, I led creative across clients including RAM, MG, Manicare, Covergirl, Sally Hansen, MECCA, Athena, Musashi, Foxtel and Hubbl. Highlights included launching multiple auto brands into Australia, delivering creative media solutions for MECCA and helping take Musashi to Australia's #1 Sports Nutrition brand. I also led brand transformations for Foxtel Media, Perfection Fresh and Gravity Drinks, and launched AMP Bank's GO app.
I bring a strong understanding of today's media landscape and how people discover, consume and engage with brands. From social-first storytelling and content strategy to campaigns and digital experiences, I understand how channels work together and how to create work that is relevant to the audience, right for the platform and connected to the culture around it. I'm also excited by the opportunities AI and emerging technologies bring to how we create, personalise and optimise work.
As a leader, I'm collaborative, supportive and people-first. I believe in leading with care, setting a clear direction and giving people the trust and support to do their best work.
I've picked up a bunch of awards along the way, but the relationships I've built with colleagues and clients are what I value most. And I love ideas almost as much as I love fancy dress.
