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I’m a strategist who’s deeply passionate about leveraging the power of brands and technology to not only inspire people, but help them make sense of today’s complex world. I’m also a huge believer in the power of empathy to solve problems. Not simply absorbing what people say (or don’t say), but feeling it. Their needs, values, fears and loves. It is by thinking with both my head and my heart that I hope to inspire real change, innovation and cultural movement, whilst helping to create more meaningful relationships between people and brands.
Jumped on a plane to sunny London to work with the clever folks at The App Business, where instead of creating ads, I'm now helping design apps. The App Business designs and engineers business-transforming mobile software for the world’s biggest organisations. As a Strategist my role is to work throughout the strategic and creative process: from identifying how mobile can make the biggest impact to our client's business, to defining, testing and iterating powerful software product ideas, and optimising success by using principals from behavioural science.
Creative strategy and brand planning for Apple. Collaborating with internal and global teams on highly sensitive, fast-paced projects from ideation to launch across Phone, iPad, Mac, Watch and Brand.
The Lab is a strategy and research agency that makes sense of the relationships that exist between people, brands, and the culture they share. I was involved in everything from exploratory qualitative studies and segmentations, to repositioning and new product innovation across a range of Australia’s biggest brands. Clients: 7 Eleven, Holden, RACV, Stanley Black & Decker, Goulburn Valley, Hard Yakka, Betfair, Fonterra, Patties Pies and Leggo's.
Events marketing role involving the planning, promotion and coordination of the BMW Driver Training programme, a national marketing function that offered customers the opportunity to truly experience a BMW in a controlled track environment. Also coordinated MINI Challenge, a professional race series held at circuits nation-wide.
I assisted the Product Marketing department with market planning initiatives and coordinated nation-wide product training events for Mercedes-Benz and Smart car brands.