Leading the product, insight and commercialisation growth strategy and team at Victoria’s largest and most influential partner for business success.

Industry mentor for the co-operative learning workstream and Community Impact project.

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I am partnered with Popwallet to lead and launch the contactless mobile wallet platform to the Australasian market. The platform growth included partnerships with consumer retail loyalty programs and elite sporting clubs. Popwallet is a mobile wallet marketing platform that combines commerce, promotion, offers and content into mobile wallets at scale. The Popwallet platform has created a contactless new digital communications platform that allows marketers to establish a one-to-one connection with engaged customers. This enable brands to stay connected to opt-in consumers with promotions, offers, activations and more via their mobile wallet on all phones. Popwallet seamlessly bridges the gap between digital communications and brick & mortar activation and sales.

SFI Australia, proudly family-owned and operated since 1987 and dedicated to supporting Australia’s great mining, construction, industrial and manufacturing industries as an all in one partner for Tool Stores, Onsite Consumables, Equipment Rental and Centralised Logistics. The SFI Australia Group also incorporates the Orbimax and Valvemax divisions.

Strategic, operational and marketing responsibility for Mars Australia's Mints Portfolio and #1 brand in category ECLIPSE®. Tasked as the General Manager of the portfolio with accountability to drive growth in a legacy category through innovation product pipeline, advertising communications, supply sufficiency and financial metric accountability. Team leadership for Mints brand team plus leader of multiple cross functional department teams in Australia and globally. Global hub leader for ECLIPSE® overseeing communications, creative and design oversight for the brand in Australia and in affiliate markets in Asia. Including significant advertising budget. Key Achievements> Published Mints portfolio growth plan (2018 & 2019) demonstrating an above category average growth rate and pioneering new product frontiers for sustainable year on year top-line and penetration growth.> Leadership of the biggest demand project in Mars Wrigley in 2019, the ECLIPSE® price pack architecture launch that driving top line brand growth and increased household penetration in a declining category. > Led the cross functional and geographic team to develop the supply solution and built the five-year pipeline with product adjacencies. Establishment of two manufacturing sites in Australia and China. Instigated value leadership initiatives to ensure portfolio profitability was sustained.> Re-imagined the ECLIPSE® brand and creative compass. Led the development of the new ECLIPSE® effective communications platform with agency partners including executions on TV, digital, social and outdoor implemented in Australia and Asian markets. > Worked with agency partners on driving reach, relevance and reaction for the brand including participation in the Facebook Growth Hack in 2019. > People leadership with on-boarding and leading the Mints Brand Team and integral the transition of marketing staff with the organisation’s major transformational change and business integration.

Seconded to Project Leader for two LAUNCHPAD pilots that were pioneered in the Australian market to test and learn new routes to market and intelligent media reach. Key Achievements> Managed the project pilot and team from idea to brief, execution and review. Leadership across multiple stakeholders at Mars Australia, Mars Inc., agency and start up partners. > The “On Demand” Pilot unlocking the on-demand opportunity for confectionery especially during seasonal times and partnering with leading on-demand food delivery platforms and retailers Uber Eats, Deliveroo/Coles, 7-Eleven/Foodora. > Intelligent and relevant media reach “Bunny Hunt” pilot in partnership with start up ‘what3words’, with a pilot to create Australia's biggest Easter hunt in the context and relevant for millennial's.

Strategic and operational responsibility for Mars Australia Seasonal and Gifting Portfolio for the major brands including M&M’s®, MALTESERS® and MARS®. Charged with top line growth (+40% in four years), significant advertising budget, delivered a clear vision through category and consumer insights, innovation, communication, design and P&L management.Key Achievements> Launched the CELEBRATIONS® brand into the Australia market, growing to the #3 brand in Gifting category within three years. Introduced product portfolio, advertising platform (creative leadership and execution),global and local supply chain and updated visual brand identity. > Led the launch of the Mars Australia Easter portfolio and grew the portfolio to be the #2 in the category and meeting profitability benchmarks. Unlocking opportunity by designing a portfolio across all the major brands. Sourcing, qualifying and opening a new co-manufacturing facility in 2017 to fuel innovation pipeline. > Lead two significant consumer insight innovation projects for Easter and Halloween. Leading the design thinking immersions unlocked opportunity then commercialised into new product portfolios and communication strategies. Fuelling double-digit plus growth for the portfolio and a nationwide increase in participation in Halloween from 18% to over 30% in 2019. > Executed seasonal advertising campaigns for M&M’s®, MALTESERS®, MARS®, SNICKERS® and CELEBRATIONS® brands for Easter, Christmas and Halloween. Digital and out of home advertising that combined the distinctiveness of the brands and the memory structures of the season that demonstrated a consistency in all touch points including in store and on-pack. > Appointed as Asia Pacific regional representative for Seasonal and Gifting on a global brand strategy board with a key role in the successful development of global strategy (innovation and communication).

> Integral growth role with responsibility for bringing the chocolate brands and new products to life in store across multiple retail customer groups and driving the customer marketing agenda (strategy and day-to-day operations) for Mars Chocolate Australia. > Account Leadership for major convenience, cinema and mass merchant customers. Established retailer focused plans across a two-year horizon with precise execution of new product and consumer promotion activity, volume forecasting and in store advertising plans to attract more shoppers and year on year growth. Always focused on the three-way win. > Managed seven figure consumer promotion and display budget. Drove year on year efficiency to maximise return on investment. > Collaborated and influenced key internal and external stakeholders to ensure implementation of insight led and effective customer marketing plans that brought brands to life in store. This included the famous and flagship FREE BARS campaign one of the most successful consumer promotions in Australia. > Implemented new permanent display program with a generational update of displays in over 5,000 retailers and piloting impactful displays for M&M’s® and Maltesers®.

General Manager of National Not For Profit. Lead over 12 staff (paid and volunteers) lead a strategic refresh of the organisation to ensure sustainability and governance.

Leader and accountable for the Geelong Football Club brand and marketing strategy. Launched three annual campaigns to bring major revenue through memberships, merchandise and sponsorship's. Advertising across TV, print, online and outdoor and PR.Instrumental leadership role in the leadership of the re-branding of the Geelong Football Club in 2007 with the update of the visual identity, values and purpose. Seamless transition ensured minimal waste and saw significant growth in membership and merchandise sale with the new brand. Accountable for acquiring significant new top tier multi-year sponsor partnerships with the Club worth multi-million dollars. These included major sponsorship with NIB Insurance (5 years), the TAC (7 years), Momentum Energy (10+ years) and other blue-chip companies. Led the New Business and Marketing Team in day to day operations, development plans and fulfilment of responsibilities. Two of my direct reports promoted in more senior roles at other sporting organisation. Biggest highlight the 2007 & 2009 premierships.

With one of Australia's iconic sporting franchises I managed a portfolio of organisations and corporate members who had partnered with the club. Account Management of the existing partners to listen, understand and build growth strategies to ensure the specific objectives were met and exceeded. This often required creative planning and innovation to not just put a sign on the fence at the ground. Concepts brought to life included new match day experiences, exclusive experiences and offering the loyal members offers and experiences. Also successful business acquisition of new business through careful linking values of the club with the objective of the organisation with real return on investment. new partners included national brands, government and local organisations. One of the best parts of the role was the match day hosting including MC, interviewing and managing the energy of match day. Biggest highlight the 2007 drought breaking premiership.

Manager of the Residential Life and Pastoral Care for the City Campuses of the University of Ballarat Halls of Residence.

Manager of the Tennis Australia FanFest experience at the Australian Open Grand Slam in 2002 and 2003. Leadership of the interactive venue at Melbourne Park overseeing the recruitment, training and management of over 30 volunteers and staff. A high energy and participation experience focused on driving tennis participation to the visitors to the Australian Open. - Recruitment and management of staff and volunteers, many school age and tennis club- Ensure daily operations of the experience ran to the high standards ensuring safety was number 1 priority as well as meeting the expectations of the visitors and the fast paced dynamic of the Open and experience. - Drive year on year growth of visitors through new experiences- Manager of the official autograph island where the elite players can give the public autographs and interviewed some of the worlds biggest tennis stars to share their tennis story to inspire the next generation.

Co-founder of innovative snow ski racing program at Mount Hotham and Falls Creek that brought the world of ski and snowboard racing to all enabling mass participation to an often elite sport. Unlocked new technologies including interactive messaging of results and handicapping vs World Cup Skiers. Responsible for the Marketing of the program and acquisition of sponsors such as Carlton and United Breweries, Telstra and RT Edgar.