Profile
Founder, operator and senior marketing leader with 15 years of experience, including 13 years building and leading agencies across FMCG, retail, property, e-commerce, health and hospitality. Led embedded, multi service growth work for 130+ brands across Australia, New Zealand, Singapore, the Philippines, Indonesia, Fiji and China, scaling national retail distribution to 2,100+ doors and building a 3,800+ creator network. Combines commercial strategy, brand, performance marketing, content, e-commerce, web and modern operating systems to build growth that is both creatively strong and commercially accountable. Now seeking a senior in house role where I can bring founder level ownership, pace and execution to an ambitious organisation whose direction, opportunity and people I can genuinely get behind.
Experience
- Built and operated a 3,800+ creator network, matching brands with relevant creators across FMCG, consumer, retail and lifestyle campaigns.
- Designed and implemented integrated growth systems spanning paid acquisition, creative, content, CRO, Shopify and WordPress, CRM, reporting, attribution, AI and automation.
- Delivered consistent 8x to 11x ROAS across selected brands and campaigns, with performance reporting and commercial accountability embedded into ongoing activity.
- Led development marketing, re-launch strategy and implementation for major shopping centre clients across Australia and New Zealand.
- Delivered 80+ website builds across Shopify, WordPress and Framer, including 40 launches or rebuilds in the past four years.
- Led brand, digital, content and growth delivery across FMCG, retail, property, finance, health, fitness, hospitality and professional services.
- Supported national FMCG growth from 200 to 2,100+ retail doors, including full national distribution through Woolworths, Coles and petrol and convenience.
- Led brand, packaging, content, digital, retail marketing and product launch activity across a frozen food portfolio that expanded from 2 to 21 products.
- Delivered development marketing, launch and re-launch strategy for major shopping centre clients across Australia and New Zealand, including the $500m Westfield Newmarket development.
- Created campaigns and content for Red Bull, Coca-Cola Amatil, Johnny Rockets, Ray White, Westfield and Scentre Group.
- Built and led a six-person team across brand, design, digital, web and content production.
- Established the SEO, paid media, content and web systems that later became the foundation for Matter Agency.