Independent brand strategy and cultural insights consulting.My consulting work stretches across two pillars:-Working with founders and executive teams to clarify what's unique and essential about their business, and expressing it through brand strategy-Workshops with teams that decode cultural chaos into coherence, helping brands find their place within that culture in a way that's novel, authentic, and ownableBeing a certified Olympic yap-lete, I'm also available for speaking engagements.

Side hustle. Serious passion. Gained the license to use the word ‘pedagogy’ in every other sentence. Took on an active role in designing content and assessment, as well as overseeing the student experience within the subject. Learned how to design for asynchronous teaching during (those) years. Key goal? Make education entertaining. More of what’s happening in brand in the real world. More frameworks that strategists and marketers actually use. More interesting readings and assessments. More open exchange of challenging ideas. More commentary and critiques on culture. More K-pop.

Got better across all strategy disciplines. More work leading pitches and winning new business. Managed another strategist. Got sent overseas every now and then. Mum still can’t explain what I do at dinner parties.Worked with a bunch of cool clients and cool people. Melbourne Convention and Exhibition Centre. Aje. Hirdaramani. Victoria University. Luv-a-Duck. Geelong Arts Centre. Oxfam. Vision Australia. And quite a few more, but if you're so interested maybe you should just get in touch??

New home and a new slide template. Got experience across even more industries, stepping into FMCG, fashion, manufacturing, and the arts.

Struck out on my own. Learned how to manage myself better while expanding the remit of things I was capable of. Got fully across brand and product positioning, Purpose, EVP’s and brand architecture. Sharpened up my qual researching skills, focusing on depths, focus groups, workshops and online forums alongside more traditional secondary desktop research.

Took a detour. Wanted to see what it was like to implement a strategy, and wanted to work somewhere explicitly for-purpose. Why not a not-for-profit start up that trains and employs young people aged 18-25 to provide home care, social support and skill training for older people?Got a lot done with a little.-Established the marketing function. Developed and implemented go-to-market strategy, launching Lively campaigns across paid social, PPC, direct mail and events.-Oversaw refresh of visual identity and full redevelopment of collateral, creating new website copy, info packs, flyers, and partner materials for B2B and B2C audiences.-Collaborated with external stakeholders and service designer to develop and launch new B2B products.-Developed B2B partnerships strategy, establishing relationships with MPs, local governments, health providers, and private businesses to support, fund and deliver Lively programs.-Managed and directed third-party engagements with digital agencies, consultants, media publications, event organisers, photographers, videographers and other suppliers, leading to features on Sky News, ABC and The Age. -Drove content creation initiatives across paid, owned and earned media, doubling website traffic and increasing time spent per visit by 20%.-Led website redevelopment, updating site architecture, creating wireframes, and adding new case studies and CTA’s.

Stepped up. Took on projects and clients of my own. Expanded propensity for hot takes and retained offensive wine stocking responsibilities. Got exposure across a bunch of industries with some of Australia’s biggest: financial services, energy, healthcare, aged care, real estate, aviation, and what would become a personal favourite - higher education. Clients included AGL, CareSuper, Macquarie University, Kay & Burton, The Smith Family, HCF, VMCH and Wesfarmers.

Learned the ropes. Observed smarter people than me develop big-brain brand strategies while I took notes, project managed, gathered secondary desktop research and provided a general sounding board.Also provided hot takes on culture as the dedicated agency ‘youth’ representative, memorised coffee orders, and stocked the office fridge with slightly offensive natural wines.

Found a role to avoid starving. Ended up being a lifelong passion. Taught across management, marketing and international business to (by my count) around 400 students. Worked alongside a very handsome lecturer to overhaul a subject’s worth of content and assessment, modernising examples and making it more useful for an aspiring graduate. You can ask him all about it, chances are he’ll be my reference.