Honestly, I’m still figuring out exactly what to call what I do. But here’s what I know:
I build the kind of creator and affiliate programs that actually make brands money. Not the “send free product and hope for the best” kind. The kind with a system behind them, proper creator vetting, briefs that get results, affiliate structures that compound, and content your brand actually owns.
My niche is bootstrapped health and wellness brands who are burning through ad spend and need a smarter way to grow. I find the right creators before they’re expensive, build the program around them, and manage the whole thing so founders can focus on the product.
Before this, I spent years across creative strategy, social, copywriting and brand partnerships for the likes of Extra Gum, Go-To Skin, The Body Shop, Kathmandu, Koala, Weet-Bix and more. Most recently at Calmerceuticals, where the team did some pretty wild things across the full marketing mix:
One unit sold every minute post-launch
2880% month-on-month growth in the collagen category
$1M+ in sales within 4 months
92% customer repurchase rate
Sold out 4 times in 8 weeks
Now I’m taking what I learned and building creator-driven programs for brands who are ready to grow the same way.
Currently remote. Currently travelling. Still very much working.
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When Shayer Group briefed us on their landmark Pentridge development — one of Melbourne’s most iconic former prisons — the challenge was twofold: two buildings, two completely different target markets, launching simultaneously.
The first, a boutique building with larger apartments aimed at local owner-occupiers and downsizers, needed a name that felt distinctly Melbourne. Drawing inspiration from the heritage watchtower on site — its silhouette a dead ringer for a chess piece — we named it The Rook. The name resonated immediately, and the building sold out in record time.
The second was an investment-grade apartment tower destined for offshore sale into the Asian market through channel marketing. We named it Victoria Tower — a nod to the crown that translates seamlessly to an international audience. While the pandemic softened its initial offshore impact, a subsequent local launch has delivered strong results.
The success of both buildings led to a new brief: a mixed residential and five-star hotel release on the same iconic site. The project was also shortlisted for a Melbourne Design Award in 2021.
To celebrate the launch of Stranger Things Season 4, we partnered with Netflix to develop a campaign that truly turned the world Upside Down. With just a couple of weeks to pull it off, we went a little crazy, and it paid off.
The campaign ran across three activations. First, we created a limited-edition product: The Demogorgon Burger. An upside-down grass-fed Australian beef pattie with roasted peppers, dill pickles, and cos lettuce, smothered in backyard burger sauce and sour cream — finished with a dangerously delicious Buffalo dipping sauce. We challenged Australia to defEAT it.
Next, a rift opened at Grill’d Galeries in Sydney. The in-store activation brought the Upside Down to life, with even Uber Eats delivery drivers dressing as the gang from Hawkins.
Finally, we took it online with a digital game, daring Australians to hunt down the Demogorgon igniting social media and spreading across channels nationwide.
The result? 48 pieces of media coverage and a reach of 13 million on launch weekend alone.
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