Responsible for leading, developing and delivering NGS Super’s Marketing and Communications strategy. Overseeing brand, advertising, communications, PR, events, content and social to drive member engagement, retention, and acquisition.

Member of the CFS Extended Leadership team during the separation from CBA, leading the execution of a significant transformation program backed by a $430 million investment from Private Equity firm KKR. Reported to the Chief Customer Officer, driving strategic growth across CFS’s largest channel, advisers, and innovating in the B2B adviser marketing category with world-class strategies. Led the B2B marketing strategy in collaboration with Executive Leadership team and cross-functional teams including sales, product, corporate affairs, and other marketing teams, managing a 'virtual' P&L' for B2B marketing, and partnering with agency and customer experience teams to enhance acquisition processes and optimise cost per lead. Rebuilt and led a high-performing marketing team, ensuring efficient project delivery within budget and timelines, while strengthening CFS’s position as one of Australia’s leading retail superannuation and investment businesses.

Lead the development and delivery of a comprehensive Content and Social Strategy to acquire, retain, and reactivate CommSec customers, ensuring CommSec remains the leading digital broking brand in Australia. Developed and implemented cohesive strategies across CommSec segments and product portfolios, creating engaging content that drives brand awareness, consideration, and engagement. Oversaw annual and quarterly planning, budgeting, and cost management, while managing media partnerships and expanding CommSec's presence in the external market. Directed a state-of-the-art studio and a diverse team specialising in marketing, economics, financial markets, production, paid and owned media, ensuring seamless operations and strategic communication across all platforms.

Second in charge to the CEO, overseeing operations and client relationships across two offices in Australia and New Zealand with a total headcount of 90. Significant stakeholder in the management of the agency P&L, business operations, and client contracts to ensure achievement of business plans and budgets. Partnered with the CEO on all new business activities, strategic planning, creative development, and resource management, driving commercial growth and maintaining optimal profitability targets. Managed diverse teams, addressing performance gaps, and fostering development to enhance overall performance and client satisfaction.

Led and managed all client relationships and client service teams, driving data-driven creative experiences across brand, CRM, CX, acquisition, retention, loyalty, and digital. Oversaw a client services team of 17, fostering their professional development through feedback, coaching, and effective delegation. Cultivated strong business relationships with senior clients, ensuring retention and growth of accounts such as Qantas, Optus, Foxtel, BMW, and A2 Milk, while identifying new business opportunities. Managed resource allocations to meet client demands, coordinated relationships between strategy, creative, and production departments, and handled forecasts, billing, and profitability reporting for accounts ranging from $500k to $5m.

Managed client relationships and ensured the smooth running of accounts in all matters to do with insight, idea, creative development and budgets. Clients included Commonwealth Bank and Qantas Frequent Flyer.