Creative Lead at Chartered Accountants Australia and New Zealand

Directed brand transformation and strategic identity refresh, embedding a scalable design system that aligned creative execution with organisational strategy, increasing brand health for our members from 65.2% (2022) to 76.8% (2025). Directed and implemented CA ANZ's youth brand, driving a 61% uplift in positive perceptions of the accounting profession among young audiences and a 67% increase in interest in accounting careers. Directed integrated campaigns across digital, social, film, and cultural platforms, translating audience insights into impactful, measurable storytelling. Developed brand and user guidelines supporting digital transformation and large-scale projects, ensuring inclusivity and accessibility were embedded in strategy and execution. Directed design for enterprise-scale campaigns across web, social, and digital products, including end-of-financial-year campaigns that exceeded forecast profit in 2024 and 2025. Built a culture of strategic creativity by mentoring and co

Senior Graphic Designer at Oystercatchers NZ

Led brand and digital design across campaigns and packaging, ensuring strong alignment with business objectives. Developed content strategies for Instagram and web that grew engagement and visibility. Partnered with marketing, product, and agency teams to deliver cohesive, impactful brand storytelling.