As myDNA's membership platform grew, so did the importance placed on every touch point of the customer journey.This role owns the end-to-end customer experience, ensuring a seamless solution-oriented journey for the varied audiences accessing myDNA's services via the myDNA Unlocked native app. It also played a leadership role throughout the MYDNA Inc organisation, elevating the customer experience across all brands (myDNA, Gene by Gene, FamilyTreeDNA, 28BySamWood) and B2B/B2C product offerings.

• Evolution of myDNA’s Brand Strategy and Identity to align with consumer expectations and category choice drivers• Year on year DTC ROMI improvements • USA brand launch. Go-to-market plan inclusive of Paid Media, Launch Event for 65 social influencers in LA with ongoing influencer engagement and PR, as well as a presence on Amazon.com• Numerous local and international product launches• A complete packaging review recognising the importance of the DNA Collection touch point• Introduction of onboarding and lifecycle comms to improve longevity of engagement

• Delivery of the 2019 AAMI/Channel 7 AFL Broadcast Partnership Strategy • Delivery of 2019 Suncorp/Nine Block Broadcast Partnership Strategy, inclusive of a full 2018 PIR• Introduction of Suncorp Group Corporate Brand Platform to reinforce strength of the group and benefits shared between brands

• Accountable for AAMI's Personal Insurance consumer sales and retention targets• Proud custodian of the Not Very Insurancey Integrated Campaign platform which unleashed the AAMI girls en masse through our communications, while tapping into real consumer insights and choice drivers, and consequently reversing years of decline across key performance metrics.• 7 of the 12+ TVCs produced while in the role occupied the top 10 most effective Australian insurance TVC executions of the last five years (as measured by Kantar) – with ‘Ship Creek’ at #1• Strategic brand lead for multiple business changes including the introduction of Health Insurance and the replacement of AAMI’s call centre concierge service with an IVR• Priority market/product interventions leveraging Marketing Mix Modelling & Attribution, In-Market Testing, Brand Lift studies, Neuro Studies and Multivariate Testing to improve key metrics for specific segments vs our competitor set• Oversaw 2016, 2017 and 2018 AFL Seasons and Melbourne Cup Carnivals encompassing media and broadcast elements, events and customer engagement activities. Averaged 4x ROI in media value, with incremental improvements year on year.• Oversaw the development and go to market launch of AAMI Smart Plates native application – A digital logbook for learner drivers which was the recipient of 7 Cannes Lions (including 1 gold).

Managed numerous projects for Fujitsu. These included, but weren't limited to, national software and hardware rollouts for the then Coles Myer group of retail stores.

Filmed, edited and produced an educational and training DVD for one of Bosch's computer processor production lines.