With close to 20 years of success in building high-impact brands in both Australia and the UK, my passion and expertise lies in building brand love from the inside out to drive commercial results. My track record includes revitalising the Fonda Mexican brand, resulting in a triumphant return to year-over-year sales growth and expansion interstate, pioneering the creation of the Stanley St Kitchen brand during Covid (now stocked on supermarket shelves nationally), and playing a pivotal role in the rapid rise of ATG (The APT Travel Group) to it's position as Australia's largest cruising and touring brand. While my career started out in pure brand and marketing roles, I was most recently the Group General Manager at The Fonda Group (9 Fonda Mexican restaurants across 3 states and a standalone central production facility - Comida Providore). This career transition was a natural step forward, as while I am creative at my core, my strength lies in my ability to balance this creativity with clear, concise and compelling strategic thinking.In short, my journey at The Fonda Group honed my leadership skills, with my focus on driving brand expansion being underpinned by a commitment to team engagement. My success in this space is evidenced by a significant eNPS surge and performance boosts across all core business KPIs.More recently, I have taken these skills to market through my consulting business - The Brand Directive. With an ethos that's grounded in pragmatic creativity, we have provided/are currently providing strategic guidance to a number of brands across a broad range of industries including hospitality, retail food and beverage, travel and fashion.