Meat & Livestock Australia (MLA) is a not-for-profit organisation that manages the marketing and R&D investments on Australian Red Meat industry. MLA manages the Australian Lamb and Beef brands, and was named the “Client of the Decade” by The Campaign Brief in 2019.Key Responsibilities• Responsible for Consumer Brand Marketing (Australian Beef & Lamb) and Category & BusinessDevelopment (Retail & Foodservice).• Leadership of a team of 12 Brand, Category, Sales, Shopper Professionals. • Development of the 5 Year Strategic Plan and Annual Operating Plans for the Australian Market.Achievements• Developed and led six Australia Day Lamb Campaigns, including 2021’s “Make Lamb, Not Walls” – themost watched ad in Australian media, 2023’s “Un-Australian”, and 2024’s “The Generation Gap”generating 24.8M views. Winning over 15 Australian and APAC Effies – for Effectiveness, a Bronze Cannes Lion, as well as multiple Mumbrella, AWARD, Spikes Asia and B&T Awards for Strategy, Creativity and Effectiveness.• Planned and executed the Australian Beef sponsorship of the Australian Olympic and Paralympicteams for the 2021 Tokyo Olympics.• Developed the Annual Strategic Planning process, and led 6 annual cycles, reducing key initiatives and increasing working media.• Created the Category Management Function at MLA, and led a focus on engaging the majorAustralian supermarket retailers in key category concepts for the Fresh Meat Category.• Led best in class team engagement (Australian top percentile) in the CultureAmpEngagement survey.• Delivered over 20 major Influencer campaigns for Australian Beef and Lamb utilising celebrity chefs,MasterChef contestants, professional athletes, trainers, nutritionists, and lifestyle influencers.Reduction in headcount, made my role redundant and not replaced in May 2024.

Delivering insight led marketing and communications to build a thriving and sustainable Australian horticulture sector.

* Member of the Marketing Leadership Team* 3 Year Strategic Plan Development* Leadership of the Mints and Confections Brand Team* Communications and Activation Strategy* Innovation Pipeline Development* ANZ Representative on Global Brand Board

* Member of the Canadian Management team* Led the Brand Marketing Team* Full P&L responsibility* 5 Year Growth Strategy Development* Regional responsibility for North American Innovation and Portfolio Management* Communications Strategy & Deployment (Online & Traditional)