about me
Over the last six years, I’ve worked across two very different agencies. DDB taught me how to think in platforms, narratives and big ideas. T&Pm taught me how ideas survive in the real world: testing frameworks, optimisation, production constraints and performance metrics.
In January I got made redundant. It gave me time to do some noticing and hanging out with civilians.
Being out of the ad world for a bit made me realise that if brands want to rise above the noise, they need to optimise for consumer happiness by being genuinely useful, entertaining, or both.
That’s the kind of thinking I’m interested in now: work designed for people, not just media plans
experience
Senior Strategist
T&Pm (Aug 2024 - Jan 2026)
Clients: Mars, British Gas, Lexus, William Hill
Strategist
DDB (April 2022 - April 2024)
Clients: Coles, Dabble, Dulux
Junior Strategist
The Royals (Oct 2019 - April 2022)
Clients: AustralianSuper, Mercedes Benz, National Australia Bank
skills
Brand & Communications Strategy
Brand platform development, positioning, insight generation, creative briefing and integrated campaign planning across paid, earned and owned channels.
Social, Digital & Creative Performance
Social and content strategy, addressable creative, asset testing frameworks, copy optimisation, native platform thinking and measurement.
Research & Audience Insight
Qualitative and quantitative research design, facilitation, social listening, fieldwork synthesis and reporting.
Client & Creative Leadership
Client workshops, stakeholder alignment, strategic presentations and close collaboration with creative teams and leadership.
client work
Cats can’t resist (Mars Pet Care, Dreamies)
EU/UK Brand Platform
Digital and Social Assets
Champions the great lengths Coles team members and suppliers go to in provide Australians with the best quality fresh meat, produce, bakery and Own Brand products.
Great Lengths for Quality (Coles)
Brand Platform (Quality)
Through the Funnel
Champions the great lengths Coles team members and suppliers go to in provide Australians with the best quality fresh meat, produce, bakery and Own Brand products.
Great Value Hands Down (Coles)
Brand Platform (Value)
Through the Funnel
Designed to re-educate Australians on what the Big Red Hand means: the multitude of ways that Aussies can access value at Coles.
Great Lengths for Christmas (Coles)
Christmas Campaign
Through the Funnel
Great Lengths for Quality, extension for Christmas.
Coles Builders Pokemon Edition (Coles)
Collectables Campaign
Through the Funnel
A trade-driving campaign.
Roger the Real Human (Dabble)
Brand Platform
Through the Funnel
Bringing to life Dabble’s immersive social betting experience for customers.
The Painters Secret (Berger)
Brand Platform
Through the Funnel
Positioning Berger as the paint for those in the know.
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strategies
Popeyes (2025)
Romans Interview Task
How do we get more people trying Popeyes and coming back?
Dove (2025)
BDB Interview Task
How can we enhance Dove’s brand perception amongst Gen Z?
Mars Pet Care (2025)
Proactive Strategy
How do we show that X brand understands your pet better than other pet brands?
Oatly (2023)
Ad School Assignment
How can we get audiences aged 50+ to drink more Oat milk?
education
AdSchool (2023)
Strategy Course, Grade: 84/100, placed second in the cohort - Deck
RMIT University (2017 - 2019)
Bachelor of Professional Communication (Distinction)