I’m a Brand & Communications Strategist who helps ambitious brands achieve deeper, more valuable connections with their customers.

Areas of expertise:

 

01

 

Voice of Customer

Managing research and insights. Creating user journey and experience maps, segmentations and personas.

 

02

Brand Strategy

Analysing the market, articulating the vision, creating a brand story, developing strategic road-maps.

 
 

03

Stakeholder Engagement

Nurturing and championing ideas and change in complex, multi-stakeholder environments.

 

04

 

Integrated Communications

Leveraging the power of the modern media landscape to drive measurable results.

 

05

Education Marketing

Strong track record of successful education brand and recruiting strategy and implementation. Read more here.

 

About me

 

I’m a master of insights, strategy and execution.


Early in my career I identified a gift for analysing and understanding the motivations that drive customer behaviour and loyalty.

Applying these skills to reconnect with audiences and deliver outsized growth, I’ve achieved remarkable success for iconic brands across many categories.

My career includes roles in brand management, leading teams in large multi-national advertising agencies, strategic leadership in specialist communications agencies, and co-founding a successful fintech start-up.

Highlights include:

  • Three of the most successful launch campaigns in Ford Australia’s history

  • Helping Swinburne become the fastest growing University in Australia

  • Driving a 38% YOY revenue boost for The Just Group brand Dotti fast-fashion chain

  • Developing and implementing the national launch campaign of the New Childcare Package for the Federal Government Department of Education Skills and Employment

I love turning plans into action, realising a vision and seeing the results.

Career History

 

Jun 2022 – Current Head of Strategy
Bellwether Agency

1994 – 2007
Group Account Director
JWT

2019 – Jun 2022
Marketing Consultant
Self Employed

2012 – 2019
Chief Strategy Officer
Venus Education

 

2007 – 2012
Director of Strategy
Venus Communications

 

I have worked on many categories from automotive to education, fast- fashion to FMCG

 
 

Government

ACCC, Department of Health, Department of Finance, Department of Education, Skills and Employment, Department of Social Services, National Disability Insurance Scheme Commission.

 

Financial

Bendigo Bank, Care Super, Supertap, Sandhurst Trustees.

Education

Australian National University, Swinburne University of Technology, Queensland University of Technology, University of Tasmania, Box Hill Institute, Centre for Adult Education, Universities Australia, Council for Adult Education CAE.

Automotive

Ford Motor Company, Ford Motor Dealers, GMH Holden, Stirling Trucks.

Retail

Symbion Pharmacy Group, Vicinity Shopping Centres, The Just Group (Dotti, Portmans), Jenny Craig, Paint Place Group of Stores, Office Choice, Direct Wholesale

 

Utilities

Nu Energy Solar, AGL, Run Property.

FMCG

Asaleo Care (Libra, Handee, Tena, Deeko), Simplot (Lean Cuisine, Leggo’s) SunRice Group ( Always Fresh), Murray River Organics, Coca Cola, DeBortoli Wines, Pice Face, Mrs Mac’s.

 

Sport/ Entertainment

Cricket Australia, The Valley Racing Club, Contours Gym, AFL/AFLW.