Responsible for leading the product innovation strategy across a diverse portfolio of Australian beauty and wellness brands within the FMCG sector. Spearheading new product development, conducting in-depth market research, and ensuring compliance with regulatory standards (TGA) across various product categories while ensuring sustainable practices. Leveraging extensive FMCG market insights, consumer and market trends to feed into internal stage gate process. This approach enhanced the brand’s ability to proactively respond to market shifts, keeping the portfolio ahead of industry trends. Recent achievements include the development of a new cross category product line aligned with trending consumer demand, enhancing brand relevance, expanding market presence, and boosting consumer engagement.

Directed product strategy and development, overseeing brand growth in the sexual wellness industry. Launched 40 new products across multiple categories, including two medical devices (TGA/FDA), with successful rollouts across global retail and e-commerce platforms like Ulta Beauty and Sephora. In addition to product innovation, played a key role in strengthening VUSH’s brand identity by aligning product messaging and positioning with market trends, expanding brand presence in key international markets, and enhancing consumer perception. Drove brand equity by launching purpose-driven products that resonated with a growing global audience.

Played a key role in an early-stage startup, building the product function from the ground up and establishing strong brand equity in the sexual wellness space. Led the innovation agenda during a significant rebrand, introducing new product lines that differentiated the brand and resonated with target consumers. Focused on creating purpose-driven, innovative products that expanded the brand's global presence, while ensuring regulatory compliance across multiple markets. These efforts helped elevate the brand's market positioning and consumer trust in a highly competitive space.

Led product design and market strategies within the greeting cards and packaging industry, with full ownership of creative briefs and the artwork process. Managed product refreshes across key categories, working closely with the internal design studio to translate consumer insights into compelling designs. Oversaw the end-to-end development process, ensuring that creative concepts aligned with market trends and brand vision. This resulted in successful seasonal campaigns and contributed to overall product category growth, driving innovation in both minor and major seasonal offerings.

Managed key categories within gifting and accessories, with a focus on trend-driven product development. Expanded ranges and improved margins, while successfully developing and implementing innovative product ranges that addressed market demand, resulting in consistent category growth and brand success.

Oversaw the development of key homewares categories, driving creative and sustainable product solutions in response to consumer needs. Successfully introduced category innovations and optimised supplier relationships, resulting in substantial category growth.

Supported the branded accessories category at ASOS, contributing to product selection and market strategies. Worked closely with suppliers and buyers to introduce key seasonal products that aligned with both consumer trends and commercial goals. Managed sub-categories, influencing seasonal product offerings.

Assisted with buying and production processes, contributing to category management and supplier negotiations. Played a key role in developing product offerings in a fast-paced fashion retail environment.