Craft Media Australia is the producer and promoter of ‘Wood Dust’, a multifaceted woodworking education and entertainment event featuring:• Live woodworking performances • Q&A style lectures• Woodworking masterclasses & training events• A Timber and Tools Marketplace • Food and live music entertainmentCraft Media Australia has now delivered three “Wood Dust” events in 5 years with gross revenue of over AU$400k and more than 4000 attendees. The most recent event was held in May 2023 at Melbourne’s Meat Market offering two days of all things woodworking. This event featured 20+ international and domestic influencers with a combined following of more the 3.5 million subscribers. The successes of Wood Dust include:• Producing new format woodworking show for the Australian market• Bringing Jimmy DiResta and April Wilkerson to Australia• Curating and producing a series of original live performances• Producing a 2 live Q&A style shows featuring Australian TV personalities• Developing and marketing 40 high-quality masterclasses• Developing sponsors, exhibitors and volunteersAs director and executive producer of this event I am responsible for:• Venue management• Designing and producing all live performances• Coordinating video, light and sound production• Developing and managing relationships with 30+ suppliers• Curating contractural relationships with 20+ woodworking influencers• Developing sponsors including Destination NSW, the Palerang Regional Council and Timbecon• Producing website content, digital advertising, social media 3500 followers, EDM and blog campaigns 4000 subscribers and print media content • Ticket sales and customer service• Contract administration, budgeting, business administration• Project, event, OH&S and risk management• Logistics• VolunteersWood Dust is a total exercise in communications and planning only possible thanks to the army of sponsors, volunteers and supporters who dig in to help.

If you are a woodworker then you would have heard of, or may have even used a Woodfast machine.This South Australian engineering business was originally founded in 1941 by two tradespeople Charles Hagan and Bonar Powell and was simply called P & H Tools SA. Much of the company's early work was concerned with the production of tools for the war effort, it wasn’t until 1943 the first woodworking machine was developed. By the mid 60’s the business had grown to a staff of sixty-one producing a range of twenty-one machines. Sales were very strong nationally with twelve percent of total production exported.Today things are a little different. Production was transferred to China in 2004 and following fourteen years of continuous development, Woodfast is now positioned as a global leader in innovative machine design and manufacturing. My role is pretty straightforward, work with the team and re-establish Woodfast as the Australian woodworkers machine of choice. How exciting is that!If you have a Woodfast story you wish to share, please don’t hesitate to contact me.

Timbecon is a woodworking tool ecommerce business with retail stores in Melbourne and Perth. As an industry expert I was aware of its potential when recruited in 2018. Timbecon needed growth within a tight mature market. I analysed the market and developed a strategy for growth focused on:• Customer Experience• Product Management• Marketing In a mature slow growth market it is difficult to create new customers, so this strategy focused on acquiring customers from competitors. Here are the results:• Leading a 5-member management team re-engineered this small business into an industry leading dynamo in 3.5 years• Growth was achieved by identifying sustainable competitive advantages, differentiating from competitors and developing an effective business strategy for the organisations 2 stores and 30 staff• Restructured customer service recruiting 8 staff, initiated the implementation of online Chat and Live Agent CRM technologies, I updated all customer trading terms and introduced weekly staff training• Moved to marketing recruiting a team of 5 specialists, redeveloped digital content strategies, produced bi-weekly EDM content. Collaborated on the implementation of Klaviyo, produced the content of 2 websites, launched a program of online and public events• Developed the organisation's product management by initiating a product team of 4 managers, networked and sourced 5+ new product lines internationally, designed a product copy style guide, produced copy for 2400+ products• Redesigned the warehouse pick and pack operations, recruited 5 new warehouse staff members, this initiative improved operational productivity by more than 75% and reduced errors by more than 300% in 1 year• Built positive organisational culture over 4.5 years achieving near zero staff turnover, I mentored staff from all departments supporting them through personal and change related challenges and initiated a contemporary human resource methodology.

Maxis Distribution is a wholly owned subsidiary of the Carbatec Group and operates from the same facility as Carbatec in Brisbane, Queensland. Maxis is considered Australia and New Zealand’s leading importer and distributor of specialist hardware, tools and machinery. With an annual turnover of more than $25 million the company portfolio includes more than 100 of the world’s leading hardware and machinery brands.I had been working at Carbatec as marketing manager for 12 months when I was promoted to product and brand manager. Marketing manager was a senior role yet very much back of house. This new role as product manager was more suitable for me as it had a large emphasis on networking, relationship management and product development. This role also included extensive international travel visiting suppliers and attending trade events in China, Japan, North America, Europe and the UK. Responsibilities and successes included:• Member of the 8-member senior management team reporting directly to the CEO for a B2B import business with gross revenue of more than $28 million pa• Managed portfolio consisted of 30 international brands with 4500 individual products, oversaw the monthly purchasing process• Developed brand assets for new product lines including marketing strategy, video content, detailed descriptions and specifications for web• I succeeded in delivering a series of promotional tours featuring Veritas Tools from Canada and Robert Sorby Tools from the UK, broadening each brands image and popularity• Succeeded in developing 2 new product lines per quarter • I curated relationships with 2 major international suppliers assisting in securing exclusivity for Carbatec within the Australian retail market• I travelled extensively curating and maintaining relationships with 20+ international suppliers in China, Japan, North America, Europe and UKI resigned from Maxis and the Carbatec Group early 2017 to study my EMBA and launch Craft Media Australia.

Carbatec Pty Ltd is a specialist woodworking tool retailer. The business features 8 stores across Australia and New Zealand with more than 50000 regular retail customers, 400 wholesale customers and is Australia’s premier retailer of high-quality woodworking tools and machinery. Responsibilities and successes while working as marketing manager included:• Member of the 8-member senior management team reporting directly to the CEO for a retail and ecommerce business featuring 8 stores, 2 warehouses and 64 staff • Managed national marketing developing the organisations online marketing strategy, creating website content, creating EDM and social content• Produced print assets for 7 stores including inhouse posters, monthly catalogues, flyers and brochures• Managed all relationships with magazines, designed and executed 8 print media campaigns, collaborated on the design of print advertising, organised magazine product reviews• Designed and delivered more than 6 national promotional events both inhouse and public events, I organised 2 competitions that included prizes in excess of $10k• Restructured the marketing team recruiting 3 staff members, collaborated with the CEO redesigning the company’s brand messaging, branding and digital presence• Managed the production of a 387-page printed product guide in 3 monthsI was promoted to Carbatec Product and Brand Manager in early 2015.

Gregory Machinery is a woodworking machinery retailer and wholesaler based in Brisbane with a gross turnover of more than $7 million pa. Gregory Machinery services a broad range of customers including enthusiasts, production manufacturers and the education department. It features one retail store with warehouse and a team of 15 that includes 4 tradespeople. Gregory machinery offers a comprehensive line of woodworking machinery including custom built industrial grade dust collection systems.Responsibilities and successes while working as marketing manager included:• Member of the 4-member management team reporting directly to the CEO • Designed and managed the launch of Laguna Tools in Australia and worked to develop a distribution network in NSW and Victoria• Managed national marketing developing the organisations online marketing strategy, creating website content, EDM and social content• Grew the businesses EDM subscriber list from 2000 subscribers to 12000 in one year• Produced print assets including inhouse posters, catalogues, flyers and brochures• I managed all relationships with magazines, designed and executed 12 print media campaigns, collaborated on the design of print advertising, organised magazine product reviews• Designed and delivered more than 6 national promotional events both inhouse and public events, I organised a national competition for Laguna Tools with prizes in excess of $10k• Restructured the sales team recruiting 2 staff members, collaborated with the Director in redesigning the company’s branding and digital presenceI resigned from Gregory Machinery to commence work at Carbatec Pty Ltd in 2014.

Australian Wood Review is Australia's leading wood working enthusiast’s magazine. I worked for this organisation part time while also designing and making furniture in my own studio. I was employed in this role because of my expertise as a woodworker and my strong communication skills.My responsibilities included:• Researching and writing articles for print publication• Product testing and reviews• Advertising account management• Advertising sales• Print adverting design • Copywriting

Marxcraft is a premium designer and manufacturer for the marine, hotel and interior fit out industry. While working at this business we completed several VIP yacht interior fit outs. The most significant of these was ‘Singularity’, an eighty foot carbon fibre racing sloop with a canting keel valued for more than $36 million. The hull was built by McConaghy Boats in Sydney. Marxcraft completed the carbon interior in Brisbane and then shipped the hull to Sydney to be installed. The yacht now resides in the Mediterranean. Working with McConaghy was a very special experience.My responsibilities and successes on this project included:• Contract administration and invoicing• Recruiting 20 specialist tradespeople • Working with ATL Composites to develop a custom carbon panel suitable for cabinet making• Researching thousands of marine components • Purchasing management of all components and materials• Managing day to day operations in the workshops• Design support and liaising with McConaghy’s design team• Managing the remote installation in SydneyThe fit out was completed on time with no warranty issues.