My CV

EMPLOYMENT

TBWA / +61, Sydney 

Senior Strategist, February - August 2024

  • One of the first hires to strategically reset Telstra brand in newly formed agency, +61, part of TBWA and Bear Meets Eagle on Fire. I led the strategic development of Telstra’s brand platform for their arts partners (NGV, Australian Ballet, NATSIAA and MCA), and their EOFY Campaign. Most works are yet to to go live.

  • I also worked across Heinz Ketchup, mycar, PepsiCo, and Henkel portfolio, including the development of brand platforms for Earthwise & Cold Power.

cummins&partners, Melbourne & Sydney 

Senior Strategist, July 2022 - September 2023

Strategist, May 2021 - June 2022

  • Led strategy to win Beyond Blue and Cerebral Palsy Alliance competitive pitches 

  • Supported CSO on strategy to win Cancer Council competitive pitch

  • Strategy lead on Libra, Beyond Blue, Bosistos, KAYAK. Supported CSO/Head of Planning on McCain, Cancer Council, Heritage Bank, Jeep, Cerebral Palsy Alliance

  • Scope of projects included: design and management of strategic research (qualitative & quantitative, including stakeholder interviews, and workshop design and management); research synthesis, development of CVPs, EVPs, and Brand Architecture including Brand Purpose & Values; development of strategies for enduring Brand Platforms, Brand Campaigns, and Product Campaigns, as well as Campaign Planning and Communications Frameworks.  

McCann, Melbourne

Strategist, July 2018 - April 2020

  • Reported directly into CSO

  • Led strategy on University of Melbourne, including the development of the the brand for the newly formed Faculty of Fine Arts and Music, developed their new brand platform ‘The Bravery to be You’, and strategically led their first global brand campaign, ‘First Commissions’, which won Silver at the APAC Effies. Important to note, I had developed such a strong relationship with the client and an understanding of their brand, that I was asked to the act as Account Director on this project, and thus truly oversaw and led this brand from its infancy, to launch.

  • Strategic lead on Melbourne International Film Festival, Maybelline, L’Oreal, Toyota, headspace. 

Account Director, Dec 2018 - June 2018

Senior Account Manager, Oct 2017 - Dec 2018

Account Manager, May 2016 - Sep 2017

  • Client partners include Bakers Delight, University of Melbourne, WorkSafe, Victorian Responsible Gambling Foundation,

Grey Group, Melbourne

Junior Account Manager, May 2015 - May 2016

  • Managed the TAC’s youth brand, Vanessa, which incites behavioural change in young Victorians by developing a culture in which road safety is valued. It achieves this via strategic partnerships, digital communications, and brand activations at music festivals

  • Managed the implementation of a rebrand in 2015, and the launch of their new brand platform, ‘All of us for None of Us’, the youth brand’s version of ‘Towards Zero’.

  • Formed relationships with event organisers, councils and police, in order to work closely to reinforce a shared responsibility strategy with relation to patron safety

  • Worked with councils, Universities, schools and TAFEs to implement strategy

  • Managed, tracked and reconciled large campaign budgets

  • Managed Vanessa’s presence at 100+ events annually

EDUCATION

Institute of Practitioners in Advertising (IPA)

  • Strategic Planning Residential Course, 2022


IDEO, San Francisco

  • Human Centred Design ‘Insights for Innovation’ Course, 2018


Monash University, Melbourne

  • Events Management Certificate, 2011

  • BA Business (Marketing) & Arts (International relations), commenced 2008 - was offered permanent role in final year at agency


St Michael’s Collegiate, Hobart

  • Tertiary Entrance Rank of 92.9

  • Awarded for Academic Excellence

  • Attained a Perfect Score in Fine Arts, and my work was selected for Top Arts, Tasmania’s state wide exhibition

ATTRIBUTES/THINGS I LOVE

  • I love the wilderness, and have hiked extensively throughout Tasmania. I am fascinated in the ways place and experience shape who you are; I started a Wilderness Adventure Club (WAC) to encourage more people to get out there. The club currently has 50 plus members across NSW, VIC and TAS.

  • I am a born storyteller - I write poetry and take photos, and have held exhibitions of my work

  • I understand that no one person has all the answers, and so I facilitate a truly collaborative environment

  • I am a very positive team member. Having managed projects involving over 100 people, including individuals at very senior levels, I know how to work with almost anyone

  • My strategic mind means I know how to navigate the line between pragmatism and creative idealism –a common sticky spot in marketing and advertising 

  • Anthropology, design, geopolitics

Contact