As the Head of Brand & Advertising, reporting into the group CMO, and a key member of the Marketing Leadership Team I look after brand strategy, planning and go to market activity for all ATL campaign activity across our multi brand proposition, I also manage and have complete oversight of the creative output across all marketing campaigns. Owning a comprehensive multi-brand strategy and seven figure advertising budgets to drive brand consideration, revenue and ROI, I have shared accountability for acquisition targets across the group.Responsibilities:• Leading the BOQ Group brand marketing & advertising function, with a team of 20. Responsible for the strategic brand marketing plan and creative output & implementation of all marketing activity liaising with product marketing, PR, and product – driving brand consideration, acquisition, customer engagement and creative excellence.• Strategic brand leadership: Develop the “Masterbrand” positioning, multi-brand strategy and sponsorship strategy for BOQ Group, ME Bank, Virgin Money Australia, and Bank of Queensland, grow the premium that our brands command in the marketplace and meet each brand’s strategic objectives and KPIs.• Media & communications strategy: Manage the ATL relationship with media agencies, driving strategies and creating a communications ecosystem for each brand to operate within. Accountable for implementing MMM (Marketing Mix Modeling) to measure commercial marketing impact across both the short and long term.• Creative Leadership & Excellence: Oversee all advertising output for BOQ Group and manage the award-winning in-house creative agency, "The Inside Job." Accountable for maintaining the highest standards of creative excellence, providing strategic direction, and optimizing creative campaigns across brand and digital channels.

Reporting into the Chief Experience Officer, my focus was the delivery of compelling creative output across all marketing activity for the multi brand network. I was also a key member of the marketing leadership team, contributing to marketing strategies, planning and GTM prioritisation. My role lent heavily into creative strategy, collaborating with Senior marketers to write marketing and media briefs and working with our ATL and BTL media agencies to ensure the creative & media strategy aligned to our campaign goals.Responsibilities:• Creative Leadership & Vision: Scale and lead the in-house creative agency for BOQ Group, driving high-quality, cost-effective creative output across all brands and products. Set the overarching creative vision and ensure alignment with broader marketing and business objectives, optimising resources for maximum creative impact. • Talent Development & Culture: Grow and retain top creative talent within the in-house agency, fostering a culture of innovation, collaboration, and performance excellence. Continuously raise creative standards and inspire teams to deliver breakthrough work that drives brand growth. • Strategic Brand & Marketing Collaboration: Lead foundational brand strategy for ME Bank, Virgin Money Australia, and Bank of Queensland. Collaborate closely with senior brand and marketing teams to align creative direction with market positioning, business growth goals, and competitive dynamics. • Integrated Media & Creative Strategy: Partner with media agencies to ensure seamless integration of creative execution with media strategy. Provide strategic input on campaign planning, audience segmentation, and marketing initiatives, driving optimised performance and achieving business objectives.

As the Head of Creative reporting directly into the CMO, I lead a dynamic in-house creative agency, managing a team of designers, copywriters, art directors and multimedia professionals. I was responsible for overseeing the execution of both internal and external brand & marketing communications, ensuring alignment with the company’s broader strategy while maintaining brand consistency across all markets and channels.• Lead the evolution of ME Bank’s in-house creative function, growing to a full-service creative agency and agency on record, removing reliance on third party creative agencies resulting in a cost saving of over $2 million annually. Spearheaded the transition from external agency reliance to a fully integrated in-house model with a team of 12, overseeing end-to-end operational and creative process. • Creative Direction & Campaign Leadership: Take full ownership of creative direction across all ME brand outputs, including ATL and BTL campaigns across multi product portfolios, with a $15 million media budget. Ensure campaigns delivered to exceptional quality, meeting brief requirements and timings. Oversee and manage all campaign optimisations for performance. Delivered measurable results, including a significant reduction in CPAs across all product sets. • Team Leadership & Culture Building: Lead, inspire, and mentor a high-performing, inclusive creative team, across an incredibly challenging environment in Melbourne, ensuring team felt connected and valued. Foster a culture of innovation, collaboration, and creative / design excellence, growing and retaining top talent while continuously raising creative standards to meet business objectives. • Strategic Brand Alignment: Collaborate closely with brand and marketing leadership teams to define and execute the brand marketing strategy. Translate go-to-market (GTM) strategies into impactful, purposeful creative solutions that align with overall brand objectives and drive measurable business outcomes

Reporting to the General Manager of Brand and Marketing, with a team of 9 multi-disciplinary creatives, my role was to lead and manage tactical product marketing creative projects, oversee and develop team, and ensure high-quality output. I was also tasked with optimizing ways of working with external creative agency to deliver a hybrid approach to brand led creative, ensuring high quality delivery of campaigns and supporting assets.

Reporting to the Head of Brand, managing a team of 4 my focus was to oversee and manage the workflow of all tactical work delivered through the internal function, main focus was supporting campaign roll outs, social and direct to customer creative solutions. Roll out of all new brand assets from printed collateral to digital apps and websites.

Working across clients such as First Direct bank (the UK’s first digital only proposition) HSBC bank and Monitise my role was to work as part of the creative team delivering tactical creative solutions across a variety of assets and campaigns. I was also tasked with managing the studio operations and management of junior team members.

I started my working career at Chalk as a junior designer and art director, supporting the agency across a variety of clients, across retail, health and financial categories.