Alfresco Emporium is a luxury lifestyle brand, retailing quality homewares, furniture and decor. Established with a passion for design, their curated collections reflect a commitment to quality pieces and a dedication to enhancing living spaces with timeless elegance. Stores - Collaroy, Chatswood Chase, Bundall, the QVB and full ecommerce website.

Trippas White Group is a leader in the hospitality industry. The Group provides an extensive service to a diverse portfolio of prestigious educational precincts, national networks of first and business-class lounges for Singapore airlines, healthcare sectors and iconic restaurants, cafés and event spaces across Australia. The company’s premium venues include The Sydney Opera House, Sydney Tower Dining, Botanic Gardens Restaurant, The Pavilion on the Domain, Centennial Homestead, Roslyn Packer Theatre, Australian War Memorial, Australian Institute of Sport and Mary Maes Bar & Kitchen at the Brisbane Powerhouse.Website http://www.trippaswhitegroup.com.au

Sydney based hospitality group, The Fresh Collective, operates a portfolio of cafes, restaurants and stores and provides catering and event services across premium event venues in Sydney, Melbourne and Brisbane. The Fresh Collective has a reputation for crafting exceptional event experiences with premium food and beverage in venues throughout Australia. As a Gold Licensed caterer with over twenty years’ experience, Fresh is the caterer of choice for clients looking to produce seamless events with great food and drinks, delivered with flair by professional staff. The Fresh Collective is the catering and events provider in iconic venues across Sydney, Melbourne and Brisbane including the Museum of Contemporary Art, The Queensland Museum, Sydney Theatre Company and the Sydney Living Museums portfolio.

Working with the team at Two Good Co on a marketing and community communications project for the launch of their new services offering with the Paul Ramsay Foundation at Yirranma Place.

Director of Marketing for the restaurants, bars, food hall, event centre and hotels at The Star - Sydney. With over 11 million visitors and $1.2B revenue annually, I was responsible for leading the Leisure and Entertainment marketing team and working alongside the marketing leads for gaming, digital, partnerships and PR to develop the annual marketing strategy to propel The Star forward as Sydney’s go to destination for thrilling experiences and support the organisation's vision to be Australia's leading integrated resort operator. Played an integral role in achieving revenue, visitation and market share objectives for the business - focusing on integrated marketing campaigns to drive visitation to the restaurants, bars and hotels.

The Cru is a brand, marketing and communications agency specialising in restaurants, food, lifestyle and destination. One of Australia's fastest growing boutique agencies with a reputation as an industry leader, with clients that include: Noma, Tourism Australia, Nespresso B2B, Taste of Sydney, Biota Dining and Sepia.I joined The Cru to build and launch a Marketing Consultancy within the agency specifically for restaurant, food, lifestyle and destination brands. I have been responsible for the strategy and development of the agencies newly formed marketing division with a focus on business development, establishing best business and resourcing models, budgeting and financial management. ResponsibilitiesInclude working with clients to develop and enhance their marketing and business strategies, developing innovative marketing and activation campaigns that drive improvements in brand advocacy, visitation, footfall, revenue and profit. • Brand Orange – destination and event marketing and media communications for major events, Orange Food Week and Taste Orange • Robert Plumb – annual marketing strategy, retail visitation, advertising, trade fair marketing, product launches, digital, PR and social media• Bel & Brio – a large food emporium at Barangaroo with cafe, eatery, bottle shop, retail market place and restaurant. Website launch, social media, advertising, communications, launch event, local marketing, event marketing • Working with media partners such as Gourmet Traveler and the AFR Top 100 Restaurant Awards to execute successful client campaigns which included event sponsorship and editorial

Employed as the senior marketing manager, as part of the senior leadership team, reporting directly to the owners Matt Moran and Peter Sullivan, with responsibility for the marketing function for the group of eight outlets including ARIA, CHISWICK, North Bondi Fish and ARIA Catering.Responsibilities and key achievements:Responsible for leading the strategic direction and development of the overall marketing strategy for the Morsul Group brand. This included managing key stakeholders, brand partners and the establishment and development of the marketing team. Brand Strategy: Driving the process of the strategy, branding and integration of MorSul as a management company for the group. Research development and delivery of new brands Chiswick, Aria Catering and North Bondi Fish into the restaurant portfolio. Development and delivery of marketing and brand strategy across the business, delivering all marketing and media communications for the groupPR and Communications Strategy: development and implementation of the communications strategy across the group in collaboration with The Cru Media PR AgencyOnline and Database Strategy: Leading the development and build of new websites across the group and full optimisation of websites to achieve desired search results. Development of group database from 8K to 72K with creation and management of monthly group email communicationsSocial: Strategy development and daily management of social media sites for all outlets. Influencer engagement and follower growth with following exceeded 120K across social platformsEvent & Partnership Marketing: Promotion of charitable events and relationships building with charitable partners including Sydney Children’s Hospital and Oz Harvest. Event Management, brand development and promotion for NYE event “ NYE Party at the House”Content generation: development of all content and collateral across the group including photography, artwork and copy

Working in a consultancy role with the M&S food team on the development of a new Cafe and takeaway concept for key stores. Researching and analysing current food trends, customer buying behaviors, advising on all aspects from identity and naming to the total brand experience, menu offering, layout and interior design, pricing strategy, increasing and converting customer footfall.Responsibilities and key achievements:• Development of three concepts – a la carte cafe, eat over counter and a grab and go offer• Produced business case, concept boards and data for presentation at board level• Developed high level marketing and communications plans• The café concept has been implemented and rolled out across key M&S stores

Part of the senior leadership team at Selfridges with responsibility for developing a master plan for new concepts for all food and beverage outlets across four stores. The role included research and development and forming a strategy that would place Selfridges as a leader in bringing innovative food and beverage concepts in store to improve the customer experience. Responsibilities and key achievements:• Developing a strategy and master plan for Selfridges to bring new concepts and cutting edge food and beverage operators in store with the objective of improving the customer journey and experience • Responsibility for marketing for food and beverage concessions within the stores and primary point of contact for all food and beverage concessions in store • Working alongside operators to develop and execute an annual marketing and promotional plan with each concession• Development and launch of all new food and beverage concepts • Analysing existing in store offer and creating a strategic proposal for new concepts store wide • Researching food trends, product research and developing relationships with trend experts • Developing new concepts – covering all aspects from design to operations• Working with restaurant partners to increase revenue and footfall

Managing the preopening and launch of one of London’s premier private members club and events space in the heart of Covent Garden. Development and implementation of brand identity, positioning and product offer in conjunction with CEO. Directly responsible for a team of seventy operations, sales and promotional staff with full accountability for F&B and events P&L. • Collaborating with external agency to develop the identity and brand positioning• Conducting international market analysis and trend research to identify for the owners a number of appropriate restaurateurs/chefs to run the public restaurant• Working with architects, interior designers on layout, design choice of FF&E• Working with key stakeholders to create overall F&B offers including menus, drinks lists, price points, membership criteria and policy’s• Marketing the event spaces and generating 70%+ utilisation in first year• Producing budgets, business plans and forecasting for F&B and events departments• Managing all in-house events including planning the international celebrity launch

Managing the high profile opening of this renowned London Hotel – employment, training and management of food and beverage and events teams. Implementation of all operational procedures and accountability for P&L.