Lead Designer at City Beach

As the Lead Designer managing a team of two, I oversaw all aspects of design for the company, both digitally and across 67 stores nationwide. I collaborated closely with department heads and the company’s Directors to align on design strategy and objectives. In addition, I worked directly with buyers to produce design assets for marketing campaigns on specific products. My role also involved working with the production team to ensure the highest standards of quality for materials and colours. My team primarily handled the digital design side, which included website assets, email campaigns, and social media platforms. In parallel, I focused on front-facing in-store marketing materials such as showcards, bulletins, A4 posters, sensormatic covers, carry bags, online postage boxes, gift cards, staff lanyards, store hoardings, billboards, window decals, shelf talkers, swing tags, packaging tape, e-signatures, and in-store POS screens. I also contributed to the design of the City Beach app and oversaw various other platforms and media required throughout the year. Additionally, I curated and managed photoshoots for specific campaigns and promotions, as well as approving artwork for third-party collaborations (e.g., McDonald’s promotions). My team and I were also responsible for the creative assets for our quarterly influencer events, including invitations, event signage, branded merchandise, and goodie bags.

Creative Lead at Culture Kings

As Creative Lead, mentored a two-designer team and ensured all output aligned with brand values. Collaborated with multiple teams to deliver cohesive content across digital, paid, social, EDMs, and billboards. Worked with retail to design in-store creatives for screens, signage, and POS. Led event design for invitations, signage, decals, menus, and photobooth assets. Partnered with major franchises on exclusive product launches (Disney, UFC, F1, Netflix, Halo, Crocs) while maintaining strict brand guidelines.

Graphic Designer - Contractor at Story Bridge Hotel

Freelanced for six months, creating design assets for five distinct hotel sections. Produced DL table flyers, whiskey pamphlets, and dine-in menus, tailoring messaging to varied hospitality contexts.

Head Graphic Designer at Cricks Sunshine Coast

Oversee design across six car brands, delivering print and digital assets including articles, pamphlets, billboards, car wraps, internal communications, and social content. Led events such as golf pro competitions to showcase new models and developed brand activations.