I am an experienced creative strategist, specialising in systems analysis and optimisation in commercial, private, and cross-industry spaces. At present, I work in an optimisation role for the Reece Group, applying my skills to seek out and execute on emerging opportunities for growth in our digital products and wider media footprint.Prior to this, I trained with the team at Snowmelt Sydney, learning the practice and principles of an emerging field of strategy called 'systemic design'. As a consultant, this has equipped me with an extraordinary set of artefact-creation, strategic communication, and problem-solving tools.I have worked extensively in media, both as a journalist and an editor, and have a sixth sense for sticky storylines and engaging narratives. In 2023 I won Best Parenting Podcast at the Australian Podcast Awards for 'Parentkind', an eight-part investigate series that I wrote, hosted, and produced in collaboration with Superreal.I bring a unique blend of creative and critical thinking to my work. I am obsessed with pattern-finding and sensemaking, and embrace the study of user behaviours, customer testing, product and design iteration, and asking, ‘So what does that mean?’ after every discovery. I am a qualified data analyst, and believe that whilst data is not the silver bullet to solving every problem, it is a key tool to creating strong project hypotheses and generating collective buy-in.