Available to hire
Senior creative leader with extensive experience across design, advertising and branding. Skilled in elevating brands through strategic thinking, distinctive creative direction and award-winning work. Experienced in building emotional and commercial connections with audiences, while developing trusted relationships with clients, teams and stakeholders. Proven ability to create powerful brand and creative solutions for businesses ranging from startups to global enterprises.
A lifelong learner and curious thinker, dedicated to turning fresh ideas into brands that inspire, engage, and create meaningful change.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Work Experience
Head of Brand & User Experience at grocerize ™
January 1, 2023 - PresentDrove brand growth and market expansion through bold, data-driven marketing strategies that increased visibility and relevance. Led AI-powered pricing initiatives delivering an average 28% savings for users, reinforcing the brand’s value and innovation. Forged retail partnerships to broaden offerings and deepen customer engagement. Championed a culture of creativity and continuous improvement to help teams deliver standout results.
Head of Brand & User Experience at grocerize
January 1, 2023 - November 13, 2025Drove brand growth and market expansion through bold, data-driven marketing strategies. Led AI-powered pricing initiatives delivering average savings of 28% for users. Forged strong retail partnerships to broaden offerings and deepen customer engagement. Championed a culture of creativity and continuous improvement, inspiring teams to push boundaries and deliver standout results.
Creative Mentor at be you
January 1, 2019 - November 13, 2025Mentorship program for designers and creatives, focused on creative growth and real-world application.
Sessional Creative Lecturer at University of Technology Sydney
December 31, 2018 - December 31, 2018Delivered lectures and workshops on design and branding, blending theory with real-world application. Mentored students in creative thinking and execution reflecting current industry trends and best practices.
Creative Group Head at Momentum Worldwide
January 1, 2009 - January 1, 2009Directed the development of bold, innovative brand activations across digital, social, and experiential platforms. Shaped strategic briefs, communication plans, and high-impact client presentations that drove engagement and results. Led creative initiatives from concept to execution—uniting insight, storytelling, and flawless delivery.
Award School Tutor and Mentor at Award School
December 31, 2008 - December 31, 2008Delivered a 12-week creative development program for emerging writers and designers, blending real-world industry insight with hands-on mentoring. Fostered collaboration and stronger idea development through critical thinking.
Senior Art Director/Designer at evocatif
December 31, 2008 - December 31, 2008Led the vision, strategy, and creative direction of a high-performing studio. Drove transformative brand work that inspired audiences and earned industry recognition. Guided clients through immersive workshops to uncover meaningful narratives and authentic positioning. Built and mentored multidisciplinary teams, streamlining workflows and empowering talent to deliver purposeful, award-winning brands.
Creative Group Head at momentum worldwide
January 1, 2007 - January 1, 2009Directed development of bold, innovative brand activations across digital, social and experiential platforms. Shaped strategic briefs, communication plans and high-impact client presentations to drive engagement and results. Led initiatives end-to-end from concept to execution, connecting insight and storytelling with flawless delivery. Ensured brand consistency across touchpoints while activating iconic brands including American Express, Coca-Cola, Motorola, Telstra, Tooheys and Weet-Bix.
Founder & Creative Director at be you not them ™
January 1, 2007 - PresentLed the studio’s vision, strategy and creative direction, fostering a culture of innovation and collaboration. Drove transformative brand work that inspired audiences and earned industry recognition by uniting strategic clarity with bold creative expression. Guided clients through immersive workshops to uncover meaningful narratives and authentic positioning. Built and mentored multidisciplinary teams, streamlined workflows and empowered talent to deliver purposeful, award-winning brands.
Founder & Creative Director at be you not them
January 1, 2007 - November 13, 2025Led the vision, strategy, and creative direction of a high-performing studio, fostering a culture of innovation and collaboration. Drove transformative brand work that inspired audiences and earned industry recognition. Guided clients through immersive workshops to uncover meaningful narratives and authentic positioning. Built and mentored multidisciplinary teams, streamlining workflows and empowering talent to deliver purposeful, award-winning brands.
Senior Brand Designer at ideaworks
December 31, 2006 - December 31, 2006Led brand design projects from concept to delivery, developing distinctive branding strategies and ensuring cohesive brand presence across multiple platforms. Partnered with strategy, marketing, and digital teams to ensure seamless brand integration and audience engagement.
Senior Art Director/Designer at evocatif
January 1, 2006 - January 1, 2008Led vision, strategy and creative direction of a high-performing studio, supporting a collaborative, innovation-led culture. Delivered transformative brand work recognized by the industry by combining strategic clarity with bold creative expression. Guided clients through immersive workshops to define meaningful narratives and authentic positioning. Built and mentored multidisciplinary teams, streamlining workflows and enabling purposeful, award-winning brand delivery.
Creative Director at The Kin Group
January 1, 2006 - January 1, 2006Partnered with agency leadership to define creative vision, aligning business growth with bold, effective ideas. Directed teams to deliver innovative, high-quality work across diverse channels. Built and led a full-service creative department, strengthening the agency’s capabilities and competitive edge. Fostered enduring client relationships that drove retention and growth.
Senior Brand Designer at pdc
January 1, 2005 - PresentLed brand design projects from concept to delivery, aligning creative vision with client objectives and market trends. Developed distinctive branding strategies that improved awareness and strengthened market positioning. Collaborated across disciplines to deliver cohesive, insight-driven solutions that deepened client partnerships. Applied research and audience insights to guide design direction for iconic luxury brands including Moët & Chandon, Veuve Clicquot, Candon, Belvedere and Hennessy.
Creative Director at The Kin Group
January 1, 2005 - January 1, 2006Partnered with agency leadership to define creative vision, aligning business growth with bold, effective ideas. Directed teams to deliver innovative, high-quality work across diverse channels. Built and led a full-service creative department to strengthen capability and competitiveness. Mentored talent through hands-on coaching, recruitment and development. Fostered long-term client relationships with brands including Qantas, Myer, Nokia, Multiplex and Cashcard.
Senior Designer - Art Director at Ogilvy Australia, Principals, George Patterson Partners, M&C Saatchi Group AUNZ
December 31, 2004 - December 31, 2004Led senior design and art direction across campaigns, collaborating with strategy, production, and client teams to craft cohesive, purpose-driven experiences.
Senior Art Director/Designer at pilgrim international
December 31, 2004 - December 31, 2004Directed integrated campaigns across TV, print, radio, and digital, delivering creative solutions that elevated brand visibility and engagement. Collaborated with strategy, production, and client teams to craft cohesive, purpose-driven marketing experiences.
Senior Designer - Art Director at Various London Agencies
December 31, 2003 - December 31, 2003Early career role across multiple agencies in London, including The Team Brand Design, 4:2:2, Asylum, and more, building foundation in brand design and creative leadership.
Senior Designer - Art Director at various
January 1, 2003 - January 1, 2004Worked across agencies in roles spanning design and art direction, supporting campaign and brand delivery across multiple clients.
Senior Designer - Art Director at various
January 1, 1996 - January 1, 2003Early-career design and art direction experience supporting creative delivery across multiple clients in London.
Education
HND Graphic Design at Falmouth University
January 1, 1995 - January 1, 1997Graphic Design at University Centre Somerset
January 1, 1993 - January 1, 1995Design Apprenticeship at Somerset Design Firms
January 1, 1991 - January 1, 1993Graphic Design at Falmouth University
January 1, 1995 - January 1, 1997General Art & Design at University Centre Somerset
January 1, 1993 - January 1, 1995Graphic Design Print Production (YTS Apprenticeship) at YTS Apprenticeship, United Kingdom
January 1, 1991 - January 1, 1993 at Falmouth University
January 1, 1995 - January 1, 1997 at University Centre Somerset
January 1, 1993 - January 1, 1995Qualifications
ITAC Awards - Best Consumer-Friendly Product or System
January 1, 2016 - November 13, 2025Industry Experience
Consumer Goods, Financial Services, Healthcare, Education, Professional Services, Energy & Utilities, Agriculture & Mining, Government, Media & Entertainment, Real Estate & Construction, Non-Profit Organization, Telecommunications, Transportation & Logistics, Software & Internet, Manufacturing, Travel & Hospitality, Wholesale & Distribution, Retail, Other
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