Client portfolio: Tourism Western Australia, Lotterywest, P&N Bank, BCUResponsible for client service delivery of Initiative Perth; recruitment, talent development, operationsand service standards. Member of Senior Leadership Team.Senior stakeholder management within Initiative (national IPG and local) and external vendors,creative agencies + clients including board presentations, business case development andaward entries.Conceived and implemented worldwide marketing framework for Tourism Western Australia across11 global markets.Galvanized teams within Initiative, Matterkind (addressable) and Reprise (search/social);implemented systems to deliver integrated analytics and measurement.Results:Media Federation of Australia Best long-term results: Lotterywest – Ethical Econometrics (WA'sfirst ever MFA Award).Campaign Brief WA Advertiser of the Year: Lotterywest.Mumbrella Travel Awards Use of content and Ad Campaign of the Year: Tourism Western Australia.Grew Lotterywest sales by 50% to $1.2bn (2018 vs 2022).Grew Tourism WA visitor spend +$0.5bn vs pre COVID.Record sales for P&N Bank & pitch lead, Kleenheat

HEAD OF PUBLISHING, DIGITAL TRADING AND CINEMA Initiative, London, 2013-presentClient portfolio: Amazon, Prime Video, Carlsberg, Patek Phillippe, LEGO, Converse, Deliveroo, Premier League Strategic lead on Initiative flagship client Amazon, directing annual strategy, channel plan and investment for the UK. Originated creative media opportunities including Alexa-powered interactive digital ad unit (Cannes Lions Silver – best use of technology) and cinema trailer takeover Responsible for total ad spend of £75m+ per annum across three key channels: publishing, cinema and direct digital Developed and implemented investment strategy for Initiative reporting to group trading and barter, driving YOY incremental revenue growth since 2017 including £1.85m+ of incremental revenue in 2019 Industry’s youngest ever Head of Publishing and only lead of three channels. Began as an Activation Direction in 2013 and was rapidly identified for high performance and promoted to Head of Publishing, Digital Trading and Cinema in 2015 Lead high performing team of four award-winning Account Managers (recognised for trailblazer award) Led operational gains through process integration between Initiative and complementary IPG Business Units Orion, Ad Operations and Matterkind ensuring smooth planning, buying and revenue realisation from programmatic, social and ad-operations Selected by the CEO of Initiative to lead Patek Phillippe in 2018 when the client flagged dissatisfaction and an agency appraisal score of 6/10. Led the team to achieve satisfaction score of 10/10 in 2019 Agency pitch pricing lead and creative ideation / partnership specialist. Instrumental in key agency wins: Homebase, Carlsberg and AmazonKey achievements: PPA Award winner: Audible, Perfect Running Partner Driving incremental revenue of £1.85m in 2019 Responsible for entirety of Initiative non-broadcast investment strategy Led pitch win of Homebase/Bunnings account (£22m per annum)

Activation DirectorImplementation planning and buying across print, digital and cinemaWorking on on clients including Amazon, Audible, Travelodge, SeaWorld, Storck, Turkish Airlines and more2014 PPA Award winner, Audible: Perfect Running Partner

• talkSPORT is the UK’s go-to sport radio station and Sport magazine is its sister publication• Responsible for key agency relationships including Initiative, UM, PHD, OMD, MGOMD, the7stars, Mindshare, Havas and Walker media • Led the weekly sales meetings and flat-plan • Leadership of a team of sales representatives Key achievements:• Sold the largest ever cross channel partnership at Sport magazine to a new client, Coty• Delivered +19% incremental growth year-on-year • Work entered into various industry awards including Campaign and Media week

Client portfolio: Warner Brothers Theatrical, Home Ents and Gaming, The Co-Operative, GAME, Gamestation, Fed Ex, You Tube, Guardian, McCains• Implementational planning and buying of print and creative partnerships• £9.4m spend per annum• Building, maintaining and growing client and external relationships • Foundation of media knowledge from a planning lead agency full of strong negotiators Key achievements:• Twice named employee of the month • Pioneering award • Coveted winner of ‘Omnicom 3-day program’