About me

I’ve worked in media for over a decade, have extensive influencer marketing experience and have always placed myself at the forefront of new technology and developments. In 2014 I led the commercialisation of Jamie Oliver’s brand, setting commercial strategy and targets, building FoodTube (a YouTube MCN) and overseeing a team that billed close £1m in the first 12 months, working with clients from Unilever to Renault. We were pioneers of branded content and influencer marketing in digital food-entertainment, and I spoke on panels and at events from Youtube HQ to Cannes. In 2016 I launched a social-first agency, specialising in food and drink content and representing food and drink influencers. We used data and trends to advise clients on creative and influencer strategy. Highlights include creating and selling a white-label service to Scripps Food Network in the UK and launching our own social video channel (Delightful Drinks) which reached more than 2 million people every month. I led on commercial strategy, new business, influencer management and partnerships - exiting the business to return to Australia for family reasons. Since 2017 I’ve consulted directly with influencers and digital publishers looking to shape and scale their brand and diversify their revenue and worked with brands and agencies who want to refine or build in-house influencer marketing offerings, running workshops and writing strategies.

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Work history

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FreelanceDishy Media
Apr 2016London, United KingdomFreelance
Branded content consultant, influencer marketing strategist and creative development producer for brands, talent and agencies. I work with clients on commercial propositioning, new business outreach, creative and content strategy and lead on development and production projects.
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Influencer Marketing DirectorClick Digital
Aug 2020 - Sep 2020London, United KingdomFull Time
Click Digital Marketing is a fast-paced and dynamic start-up digital marketing company, investing in the growth of digital marketing, digital training and influencer marketing in emerging countries. I developed a business plan and go-to-market strategy for an influencer marketing concept in Nigeria - incl. competitor set analysis, brand positioning, influencer outreach, hiring a local team and financial modelling.

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Education

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Bachelor of Business Marketing/media StudiesSouthern Cross University
Jan 2003 - Dec 2006Australia