ABOUT ME

For 20+ years, I’ve helped brands turn complex ideas into simple, compelling stories. Along the way I’ve worked with global brands across Sydney, London, Dubai, Bahrain and Melbourne. (I’m also a Kiwi – my vowels still give me away.)

I’ve spent most of my career in agencies, with a stint in-house at a fast-moving global SaaS company and at one of Australa’s largest super funds. It’s given me the best of both worlds: the strategic thinking and creative ambition of agency life, paired with the commercial focus and long-term brand ownership that comes from working client-side.

I’m a writer at heart, but these days I spend just as much time shaping tone of voice, building content strategies, mentoring teams and solving messy communication problems. I love turning complexity into clarity – whether that’s a brand platform, a customer journey, a campaign or a one-off sentence.

I’m equally happy leading the work or rolling up my sleeves and writing it. Great ideas still need great craft, and I believe the best creative work does two things: it solves problems and moves people.

More recently, I’ve embraced generative AI as another creative tool – helping accelerate research, ideation and iteration while keeping human judgement, empathy and craft at the centre.

If you’re looking for someone to lead a creative team, shape a brand voice or simply write the words that bring everything together, I’d love to chat.