Profile
I've spent thirteen years and 150+ brands deep in agency life, embedded with each client as an extension of their team. That has given me an incredible breadth of experience, across FMCG, retail, property, finance, health and hospitality, and a sharp instinct for what it takes to create marketing that drives real growth.
Now I want to channel all of it into one. To stop spreading myself thin across dozens of brands and go all-in on a single one, giving it the focus and energy it deserves, and helping build something I genuinely believe in.
During my time in agency, I've helped scale FroPro from two products to twenty-one and 250 stores to 1,500, run Red Bull campaigns woven into culture, and led the marketing launch of a half-billion-dollar Westfield development in New Zealand. Inside my own agency Matter, I built a 3,800-strong creator network driven by real engagement and put it to work across a roster of FMCG brands.
I care about the craft and the commercials in equal measure: work that looks sharp and sells. Brand, content, paid, web and AI. I've done the lot, I'm excited about what's next, and I'm still learning every day.
Experience
- Grew Matter out of Dept Group, focusing the offer on brand, content, influencer and web, and over the last year building an AI automation layer underneath it (n8n, GPT agents, live reporting).
- Hired and led a team of designers, developers, producers and media buyers, delivering for FMCG, e-commerce, property, finance, health, fitness and hospitality brands.
- Custom-built a 3,800+ creator network, chosen on engagement not follower counts, and rolled it across FMCG launches at national scale.
- Designed the Matter Marketing Engine, a full-funnel system that carries a brand from first impression to booked sale, fusing content, paid, CRM and automation.
- Shipped end-to-end brand identities, Shopify and WordPress builds, always-on organic social and paid media across the client book.
- Co-founded a creative studio and grew it to a team of six across brand, content, digital and web.
- Scaled FroPro from 2 products to 21 and 250 stores to 1,500, launching and selling out pizzas, chicken and burritos time after time, and taking the brand into Woolworths nationally.
- Ran Red Bull campaigns woven into culture, and delivered Westfield and Scentre campaigns across Australia and New Zealand, including a half-billion-dollar retail launch in Newmarket.
- Created brand and content for Coca-Cola Amatil in Fiji, Johnny Rockets, Ray White and Brisbane's best-known venues.
- Laid the SEO, paid-media, content and web foundations, and the delivery systems, that became Matter.