Practical Applied Strategy is my freelance consultancy, helping digital product teams Build, Launch, &/or Grow. Throughout my career I’ve been working on digital product, since before we used to call it that. From government services, to digital transformation projects for enterprises, to online fitness and nutrition, to catch-up TV and subscription video services. I’ve enjoyed working with a whole variety of organisations on a wide range of products, and my passion is for helping teams find the right solutions, the balance of business needs and technical opportunity.My ideal engagement model is part-time and/or short-term. I’m the person you bring in to help identify your strategy, the mix of long-term business goals and short-term needs, with a plan to achieve it, and to measure it. Whether it’s defining an MVP, refining a go-to-market and conversion plan, prioritising a product backlog, or identifying opportunities for improvement.And if you’ve worked with me before you know the main thing I can bring to the table is a fresh perspective and an ability to speak both business and tech. Get in touch if there’s anything you could use my help on!

Brightcove is the leading online video platform, with a suite of products to enable all sorts of companies to take their message to their audience, wherever they are and however they access digital video. I work closely with customers to help define their video strategy and identify how it can best be implemented, considering their business, user, and technical goals.My focus is on Media companies, enabling them to monetise Live and Video-on-Demand content via subscription or advertising, and to reach a broad audience across devices. But cross-platform OTT experiences are an end user expectation now, and no longer limited to Media companies. I also help Enterprises and Government customers deliver video online, for internal and external audiences, while providing a reliable and secure experience.

Red Ant is a web agency specialising in digital product development. At Red Ant, I work closely with one of our key clients, 12WBT. The 12 Week Body Transformation is an online fitness and nutrition program.My role involves collaborating closely with the client's product and marketing teams, providing a strategic viewpoint and oversight of our various projects, and ensuring technical consistency and best-fit. Projects including everything from technical platform enhancements to marketing campaigns through to the development of new product offerings. I translate and help prioritise requirements between business and user stakeholders and the development team, ensuring an alignment of business needs and technical implementation.

In my time at Gruden I progressed through a variety of roles, exploring different opportunities and discovering my own skills and interests. For the most part, Gruden gave me the flexibility to define my own role.Broadly speaking, I filled three different roles: I joined in 2006 as a developer/analyst, shifting around 2008-2009 into an analyst/producer role, then in 2010-2011 becoming a Digital Strategist and establishing ‘Strategy’ within Gruden as a distinct team and offering. This broad experience enables me to quickly identify opportunities and adapt to clients’ needs, providing a strategic coherence to their digital roadmap.At its conclusion, my job involved aspects of a few different roles, acting as an Account Manager and/ or key technical resource across a few clients, supporting sales in a solution consultant position, along with developing the Strategy offering and team. Across all these, my role was predominantly client facing, interacting with business, marketing and technical stakeholders.I’m able to communicate clearly with stakeholders regardless of their technical knowledge or background, and I seek always to balance the needs of the business and its audience/s with the technical and financial realities of implementation. While I stay out of technical delivery, I take a strategic approach to technology, staying up- to-date with the changing landscape of web technologies, regularly prototyping as a means to identify new opportunities or to elaborate on implementation requirements.Clients I worked with regularly include the NSW and federal Departments of Finance, AMP, Ausgrid, Micros, and Disney/Disney Channel Australia.