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I’m a conceptual creative with a flair for brand storytelling, campaign craft, and sparking audience connection across digital, film, and experiential. I excel at shaping narratives, driving bold ideas, and steering projects from sketch to spotlight—always aligned with business goals. I’m a proven collaborator who lifts brand voice and market presence for major players like Rebel Sport and Oaks Hotels, and I’m known for agility, inventive problem-solving, and delivering standout work under pressure. I bring stories to life across digital and traditional media, balancing creativity with commercial impact. My experience spans agency and in-house roles, delivering work that resonates with audiences and moves business metrics. I’m passionate about crafting experiences that feel human, leveraging UX and SEO to guide customer journeys, and collaborating with cross-functional teams to bring bold ideas to life from concept to execution.…I’m a conceptual creative with a flair for brand storytelling, campaign craft, and sparking audience connection across digital, film, and experiential. I excel at shaping narratives, driving bold ideas, and steering projects from sketch to spotlight—always aligned with business goals. I’m a proven collaborator who lifts brand voice and market presence for major players like Rebel Sport and Oaks Hotels, and I’m known for agility, inventive problem-solving, and delivering standout work under pressure. I bring stories to life across digital and traditional media, balancing creativity with commercial impact. My experience spans agency and in-house roles, delivering work that resonates with audiences and moves business metrics. I’m passionate about crafting experiences that feel human, leveraging UX and SEO to guide customer journeys, and collaborating with cross-functional teams to bring bold ideas to life from concept to execution.

Dave Shirlaw

Copywriter, Creative Director, Writer, +4

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I’m a conceptual creative with a flair for brand storytelling, campaign craft, and sparking audience connection across digital, film, and experiential. I excel at shaping narratives, driving bold ideas, and steering projects from sketch to spotlight—always aligned with business goals. I’m a proven collaborator who lifts brand voice and market presence for major players like Rebel Sport and Oaks Hotels, and I’m known for agility, inventive problem-solving, and delivering standout work under pressure. I bring stories to life across digital and traditional media, balancing creativity with commercial impact. My experience spans agency and in-house roles, delivering work that resonates with audiences and moves business metrics. I’m passionate about crafting experiences that feel human, leveraging UX and SEO to guide customer journeys, and collaborating with cross-functional teams to bring bold ideas to life from concept to execution.…I’m a conceptual creative with a flair for brand storytelling, campaign craft, and sparking audience connection across digital, film, and experiential. I excel at shaping narratives, driving bold ideas, and steering projects from sketch to spotlight—always aligned with business goals. I’m a proven collaborator who lifts brand voice and market presence for major players like Rebel Sport and Oaks Hotels, and I’m known for agility, inventive problem-solving, and delivering standout work under pressure. I bring stories to life across digital and traditional media, balancing creativity with commercial impact. My experience spans agency and in-house roles, delivering work that resonates with audiences and moves business metrics. I’m passionate about crafting experiences that feel human, leveraging UX and SEO to guide customer journeys, and collaborating with cross-functional teams to bring bold ideas to life from concept to execution.

Available to hire

I’m a conceptual creative with a flair for brand storytelling, campaign craft, and sparking audience connection across digital, film, and experiential. I excel at shaping narratives, driving bold ideas, and steering projects from sketch to spotlight—always aligned with business goals. I’m a proven collaborator who lifts brand voice and market presence for major players like Rebel Sport and Oaks Hotels, and I’m known for agility, inventive problem-solving, and delivering standout work under pressure. I bring stories to life across digital and traditional media, balancing creativity with commercial impact.

My experience spans agency and in-house roles, delivering work that resonates with audiences and moves business metrics. I’m passionate about crafting experiences that feel human, leveraging UX and SEO to guide customer journeys, and collaborating with cross-functional teams to bring bold ideas to life from concept to execution.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Senior Creative at Rebel Sport

August 31, 2025 - August 31, 2025

Led creative initiatives by producing digital assets and persuasive copy aligned with brand strategy. Shaped briefs and maintained brand tone across all concepts, designs, and final outputs. Achievements include Rebel Active Loyalty relaunch (membership 3.9M; +4%), Mary Fowler docuseries adapted to a 4-part mini-series, and Rebel X Lifeline campaigns raising over AUD $2.35 million for Lifeline.

Creative Director at Oaks Hotels & Resorts (Independent)

July 31, 2023 - July 31, 2023

Conceived, wrote and developed the relaunch campaign Happy Folks Choose Oaks. Developed UX and SEO content to support seamless customer journeys. Campaign won Best Marketing Campaign at the Tourism Accommodation Australia NSW Awards for Excellence 2023; acknowledged by senior leaders as one of the brand’s most successful campaigns.

Creative Director at Oaks Hotels & Resorts (Independent)

April 1, 2022 - July 1, 2023

Conceived, wrote and developed the 'Happy Folks Choose Oaks' relaunch campaign. Developed UX and SEO content to support seamless customer journeys. Campaign won Best Marketing Campaign at the Tourism Accommodation Australia NSW Awards for Excellence 2023.

Senior Writer at Woolworths (M&C Greenhouse)

March 31, 2022 - March 31, 2022

Owned and executed concepts and copywriting for retail campaigns across digital and social platforms, primarily B2C, with selective B2B involvement.

Senior Creative at Rebel Sport

March 1, 2021 - August 1, 2025

Led creative initiatives by producing digital assets and persuasive copy aligned with brand strategy. Shaped briefs and maintained brand tone across concepts, designs, and outputs.

Senior Writer at Woolworths (M&C Greenhouse)

January 1, 2020 - March 1, 2022

Owned and executed concepts and copywriting for retail campaigns across digital and social platforms, primarily B2C, with selective B2B involvement.

Senior Writer at Torrens University Australia (VCCP Sydney)

December 31, 2019 - December 31, 2019

Created and wrote the highly successful Change the course of Mondays campaign. Produced creative outputs across outdoor, radio, film, and digital channels.

Senior Writer at Torrens University Australia (VCCP Sydney)

January 1, 2018 - December 1, 2019

Created and wrote the highly successful ‘Change the course of Mondays’ campaign. Produced creative outputs across outdoor, radio, film, and digital channels.

Creative Group Head at INNOCEAN, Australia (Kia and Hyundai)

December 31, 2017 - December 31, 2017

Developed and wrote strategic campaigns to elevate brand presence for Kia and Hyundai.

Creative Group Head at INNOCEAN, Australia (Kia and Hyundai)

January 1, 2016 - December 1, 2017

Developed and wrote strategic campaigns to elevate brand presence for Kia and Hyundai. Notable achievements included launching the 2017 i30, contributing significantly to Hyundai Australia’s sales and award-winning pitches (Hills Hoist and EMEN8 NSW Govt).