Led major brand design projects across the ANZ food & beverage product portfolio.Brand Design Leadership: Managed cross-functional stakeholders and oversaw external agency work to ensure alignment with PepsiCo’s new brand rollout for ANZ.Consumer-Centric Design: Translated consumer insights into actionable design solutions to drive brand growth.Design Management: Directed the overall brand look and feel for specific products, ensuring consistency and innovation in all touchpoints.Global Strategy Contribution: Collaborated with senior marketing and design teams across APAC & AMESA to contribute to global brand strategies.Merchandise Strategy Development: Contributed to the creation and execution of merchandise strategies to support brand visibility and engagement.Creative Proposals: Developed creative design proposals for consumer testing.Key Brands: Doritos, Gatorade, Lipton, Smith’s, Copper Kettle, Red Rock Deli, Pepsi.

Collaborated with leadership teams to develop and execute online creative strategies, design digital campaigns, and lead advertising initiatives with Eftsure, Access Corporate Group, and New Heritage. Freelance & ContractMy responsibilities included:Creative Direction and Art Direction: Provided creative ideation and art direction, ensuring cohesive and engaging user experiences while managing web teams. Marketing Collaboration: Partnered closely with marketing teams to elevate brand messaging and enhance digital presence across multiple touchpoints.Global Wellness Brand: Shaped creative strategies for a leading global wellness brand, focusing on health and beauty solutions.Arts and Architectural Projects: Led an arts and architectural branding project in collaboration with architects and developers. Managed copywriting, executive pitching, community engagement, and revenue generation strategies.

As a Creative Director at Memory, we partner with innovation-led companies to create memorable product experiences. I work with a range of local and international clients, including Lambda Labs, Porsche Digital, Lilo, New Fish and Lenovo to name a few. My approach is grounded in diverse thinking, keen problem solving and a deep understanding of what makes for effective brand experiences. Strategy, Branding, Packaging, Brand Comms, Social, Digital UX, UI, Motion Design, Product Design.

During this time I had the opportunity to work on a diverse range of projects with clients from around the world. From small-scale initiatives to large-scale NPD launches, collaborating with studios in both Beijing, New Zealand, and the UK — working with clients such as Lambda Labs, Lilo, and Oliver's to deliver impactful creative solutions.Throughout this period, I had the chance to work closely with cross-functional teams, including marketing, strategy, and production professionals in Asia, the UK, and New Zealand. This allowed me to refine my collaboration and project management skills, while delivering work that surpassed client expectations.Working in ‘lockdown’ and remotely from both Auckland and Phuket added a unique dimension to this experience, as I was able to bring my creativity and expertise to clients across different time zones and continents. This freelance work provided me with invaluable opportunities to grow and develop as a creative, while collaborating on exciting projects with inspiring teams across the globe.Strategy, Branding, Packaging, Brand Comms, Social, Digital UX, UI, Motion Design.

As the Design Director at Cowan Shanghai, I led design projects for key clients such as Nestle, Johnson & Johnson, Mondelez, Unilever, Danone and Reckitt. Cowan is an independent, international design agency with a strong focus on Asia and expertise in retail and consumer brands. Throughout my tenure, I managed the entire design process from initial concept development and design pitches to refinement and execution, while collaborating closely with cross-functional teams, including client teams, strategists, copywriters, and production vendors.My experience at Cowan was truly global, with international travel to work with production teams, visit clients and collaborate with cross-functional teams in the Melbourne, Shanghai, Singapore and Sydney studios. This allowed me to develop a keen understanding of the nuances of local markets and to apply this knowledge in brand development initiatives for both local and global markets, including iterations of existing brands. Additionally, Cowan focused on new product development (NPD) and brand development, and I played a key role in helping to bring new products to market through effective brand and packaging design systems.Overall, my time at Cowan provided me with extensive experience in brand development, design strategy, effective collaboration with cross-functional teams, and expertise in packaging, design for retail and consumer brands. Cowan has offices in London, South East Asia, China and Australia.

During my 3-month contract at Design Bridge, I provided support for the development of new project creative and helped alleviate capacity overflow. Working with key clients including Wuliangye and Mondelez, I focused on both FMCG and premium spirits brands. My responsibilities included developing NPD concepts and providing creative direction to ensure high-quality design deliverables were produced within tight timelines. Despite the limited duration of my contract, I successfully contributed to the project and supported the overall success of the team, which included collaborating with teams in the UK and Singapore offices.

As Design Director at Holmes & Marchant Shanghai, I led design projects for both local and global FMCG brands, with a focus on the rapidly growing Chinese market. I worked closely with cross-functional teams to ensure that all design work met the highest standards and exceeded client expectations. With offices in Shanghai, Singapore, New York, and London, I collaborated with clients such as Yili, Supor, Mondelez, Nestle, Kraft Heinz, Unilever, Weight Watchers, Walmart, and Durex, among others.My responsibilities included designing for new and existing local brands, as well as developing design systems for international brands entering the Chinese market. I played a key role in creating design systems for clients, some of which included over 1000 SKUs. My key learnings during this time included FMCG strategy, Chinese typography, production management, time management, and team management.Overall, my experience at Holmes & Marchant provided me with extensive experience in design strategy and effective collaboration with cross-functional teams, as well as expertise in packaging design for FMCG brands in the Chinese market.

I founded and ran my own small design business, Butcher & Butcher, with a focus on packaging and brand development projects, as well as digital design and development services. In the first year of business, we successfully won our first international client, Devans Modern Breweries in India, and were honored with a nomination at the international FAB awards, as well as winning a NZ Best Award in 2013-14. Over the course of 4-5 years, our work was recognized with several notable achievements, including a first place Gold at The Dieline Awards in Chicago, an interview with international design magazine Novum, and featured work in numerous packaging design books and digital publications. In 2018, Butcher & Butcher was ranked in the top 50 most creative by World Brand Society and top 25 best packaging of the year.Through this experience, I gained valuable skills in account management, contractor management, timelines, budgets, collaboration, business and time management, supplier relationships, creative direction, presentation, pitching, people management, and structural design.

• Overseeing campaign creative, digital design, concept ideation, pitch presentations, event marketing, and structural concept design.• Worked with leading brands such as Peroni, Kronenbourg, FMA, Goodman Fielder, and Pfizer, providing integrated creative solutions.• Collaborated with cross-functional teams to deliver impactful projects for diverse clients.• Gained experience working with international teams and clients, expanding my global design perspective.

At Shine, I had the opportunity to work on a wide range of projects as a senior designer and art director. The agency's services spanned from traditional campaign work to packaging design, FMCG, retail design, B2B, digital, and more. During my time at Shine, I collaborated with talented individuals on various projects, including campaign creative, digital activation, NPD, and brand development. Some of the notable clients/brands I worked with were Lion, Beck’s Beer, Mac’s Beer, Isaac’s Cider, Speight’s Beer, Speight’s Cider, Fonterra, Gravity Coffee, Kapiti Ice cream, and Rabo Bank Digital.In addition to design and art direction, I learned valuable skills such as strategic brand thinking, collaboration with other creative agencies, client presentations, time management, team management, packaging design, and ideation.

At Designworks, I played a key role in expanding the company's digital design offering, working on information architecture, user experience, and graphic user interface design. I also partnered with digital agencies to lead the creative build of websites and digital tools for clients, and had the opportunity to travel to Los Angeles to present to Panasonic with our small team.In addition to my digital design work, I also worked on more traditional design projects such as identities, print, publications, packaging, and communications for iconic brands in NZ and Australia.Some of the clients I worked with at Designworks included Air New Zealand, Panasonic Avionics USA, Leap, Rembrandt, Telecom NZ, and Methven.Outside of my work at Designworks, I co-founded a small brand called PO-MO with my partner, selling graphic t-shirts in New Zealand and online. Our designs were even featured in Vice Magazine's fashion pages and in an interview in Style magazine NZ.Through my experience at Designworks, I gained valuable skills in strategic brand thinking, collaborating with other companies, client presentations, time management, team management, packaging design, IA, UX, GUI, brand development, brand expression, and writing.

During my tenure at Chrometoaster, I honed my skills as a designer and gained expertise in all things digital. I had the opportunity to work on a wide range of projects, including wireframe creation, UX design, GUI for interactive CD-Roms, online game GUI, Flash, animation storyboarding, educational GUI, exhibition design, photographic art direction, print advertising, publication design, banner ads, and touchscreen GUI for exhibitions.Working closely with front-end and back-end developers, I gained a deeper understanding of the limitations of current technology and browser tech, and how design, IA, UX, and GUI play a key role in the success of a product or experience.I had the opportunity to collaborate with many clients, including the NZ Air Force, Te Papa Museum, Arts Foundation of New Zealand, Optus, Footnote Dance, Ministry of Education, Hutt City Council, and ACC, to name a few. I played a key role in the design process, from ideation to execution, and ensured that all work was of the highest quality.My key learnings at Chrometoaster included working with front-end and back-end developers, client presentations, CMS builds, IA, GUI, UX, understanding tech limitations on ideation and devices, browser tech, user testing, and empathy for the user.

As a Magazine Art Director and Designer, I cut my teeth in the creative industry, working closely with editors and directors to create the overall look and feel of Manual Magazine - a highly regarded publication that has been a staple in New Zealand for over 20 years.In this role, my responsibilities were broad and dynamic, ranging from collaborating with writers, photographers, illustrators, and print production partners, to working on photographic art direction for product and fashion shoots, illustration, editorial ideation, digital design, and press advertising.I also had the opportunity to work on bespoke publications for brands such as Red Bull and print advertising for Huffer, and event marketing design.Beyond my design responsibilities, I also took on a mentorship role, ensuring that junior designers were up to speed and understood the demands of strict deadlines and production schedules.In addition to my work on Manual Magazine, I also briefly took over as Art Director for Staple Magazine, a beloved New Zealand fashion and lifestyle publication. During my time with Staple, I was responsible for defining a new direction for the magazine's design. Working closely with the editor, I hired contributors for illustration and design collaborations on editorial content, defined a new design system for the magazine, and collaborated with photographers, stylists, and product photographers.This role taught me a lot about the creative process, including photography, production, print, publishing, and working with a diverse team of creatives. I also developed skills in time management, attention to detail, design for youth sports, assisting photographers, typography, and art direction.Overall, my time as a Magazine Art Director and Designer was a formative experience that allowed me to develop my skills in the creative industry and set me on a path towards continued success in my career.