As the GM of Connected Commerce services across Australia and New Zealand, I manage a team of creatives, strategists, analysts, ecommerce, media and activation specialists. My role sees me spearhead major briefs across 60 brands and over 500 projects annually, driving omnichannel solutions for our clients that connect commerce at every brand and sales moment, to create measurable impact. In addition, my remit includes company branding and corporate strategy for the ANZ region, including writing thought leadership pieces and training content for our team and our clients who span liquor, grocery, food service and event properties.

Creative and strategy are infinitely linked and intertwined. This is never truer than in below the line advertising. Crafting brand experiences at events to enrich brand love or create mass awareness, through to strategic partnerships that align retailers and brands to ultimately covert shoppers, and finally in the brand battle ground… in-store!!! How we shop, the triggers for why we buy, how much and how often. I’m a passionate strategic creative director, obsessed with creating highly measurable campaigns that connect retailers, brands and consumers to drive impact where it matters… At the point of purchase!

XPO is a shopper marketing, sampling and brand experience agency, passionate about changing the game within the shopper world. We believe in creating richer experiences between shoppers and brands that spark deeper connections along the path to purchase. With a focus on creating memorable and measurable brand experiences, both in and out of store, our clients are looking for a company that's not afraid to encompass technology and innovation in a way that meets the needs of the retailer, the brand and the consumer. Our Services include: - Shopper Strategy- Creative Development and Design- Promotions & Print- In-Store and Out of Store Sampling- Experiential Events and Campaigns- Digital Activation

Since 2016, I have supported our industry body Shop! by joining the judging panel to award excellence in marketing at retailer her in Australia and New Zealand.

Working on various creative briefs and pitches range of agencies across Sydney,INCLUDING:• DDB• Channel 5• GREY• Landor• The Station Agency• The Hallway• mindJAM• XPO Brands

Working on a selection of Australia’s largest FMCG companies and brands including:• Nestlé: Pet Food, Snacks and Cereals• Colgate-Palmolive; Dental, Laundry, Dish and Personal care• Pacific Brands; Rio, Jockey, Holeproof and Berlei• Goodman Fielder; Wonder White, Helgas, Crisco Oils, and Praise Mayonnaise & Salad Dressings• Bacardi Lion; McKenna Bourbon, Grey Goose and Eristoff Vodka, and Dewars Scotch Whisky• Pernod Richard; Chivas RegalA mixed role across creative and over seeing studio. My duties included:• Creative Strategy• Creative Ideation• Art Direction and some copy writing• Design Direction• Overseeing campaign role out and artwork through studio• Supervising a team of full time designers and very talented freelance creative art workers.• Creative art working; scamping, illustration, visualisation and art working• Supervising final art, production and development of various printed materials, digital media, and POS including standard digital and offset printing, scented printing, die cutting, foiling, substrates, metallics, multiple colour PMS printing, motorised and LED embedded POS, permanent shelf solution manufacture and innovative POS and ambassador stand production.

Specialising in vector illustration and typography I provide dynamic and innovative design solutions on a freelance basis for small business through to large studio's for international brands.