With a track record of conceptualising and leading high growth start-ups, I’ve leveraged a passion for digital technologies, content marketing, and customer experience (CX) to bring innovative products to market, rapidly scale brands, and achieve sustainable growth. As Founder and CEO of the Michelle Bridge’s 12 Week Body Transformation (12WBT), I established a market leading brand which grew to over $35m revenue within 4 years. Building and leading a high-performing Marketing function, we harnessed customer segmentation and personalisation strategies that achieved industry-leading customer acquisition, conversion, and retention rates.Through product innovation we achieved high levels of efficacy, with customers losing over 1.5m kilos in weight and transforming their thinking around nutrition and exercise. As the competitive landscape evolved, we launched new revenue streams and product offerings including on eCommerce platform ($2M annual revenue) and a new subscription-based health and fitness app – Voome - which grew rapidly to 5,000+ members. With a balanced focus on brand, customer, and employee experience 12WBT achieved exemplary rates of employee engagement (Finalist, BWR 2014 Best Places to Work), high levels of customer advocacy, and a strong brand reputation both within Australia and internationally. Since exiting 12WBT, I’ve been working as a strategy consultant to start-ups, with a focus on development and execution of high impact go to market strategies for companies including tech firms/SaaS providers. I’ve concurrently developed and launched a new alcoholic beverage brand – Sunny Eddy’s Gin Seltzer – venturing into an entirely new industry after identifying an emerging market opportunity within Australia. Sunny Eddy is the first gin-based hard seltzer in the Australian-market and a successful launch into Dan Murphy’s stores promises a sunny future for the brand.