About me
I'm a creative and communications leader with more than 25 years' experience helping organisations build brands, solve complex problems and connect with people through ideas.
Throughout my career I've worked across agency, consulting and client-side leadership, partnering with organisations including WorkSafe Victoria, SEEK, Pfizer, Swisse, Telstra, NAB, BMW, MINI, Emirates and Virgin Australia. My experience spans integrated campaigns, brand development, customer experience, product innovation and digital transformation.
Today I'm Head of Creative & Content at Amused Group, leading the creative function across a portfolio of 11 brands. I work across brand strategy, creative production, social content, UX, digital product, AI, customer experience and cross-functional leadership, partnering with executive, marketing, product, engineering and technology teams to deliver measurable business outcomes.
I think of myself as a modern creative leader - someone who's just as comfortable shaping business strategy as sketching an idea on a napkin. I love the whole process: strategising, conceptualising, writing, art directing, designing, presenting, collaborating, experimenting with AI and continually finding smarter ways to bring ideas to life. But no matter how much the tools evolve, the idea still comes first.
These days I'm just as passionate about building the teams, systems and technology that help those ideas have a bigger impact. My titles may have changed over the years, but the job has always been the same: taking complex problems and turning them into simple, memorable solutions. Whether that's a national campaign, a digital product, a behaviour-change initiative or a zero-budget social post that still needs to punch above its weight, I'm motivated by finding the simplest, smartest execution.
Along the way I've been fortunate enough to receive more than 100 international creative awards, including Cannes Lions, Clio, One Show, Adfest Grand Prix for Humanity (for SEEK Volunteer), Webby Awards and many others. While the awards have been appreciated, they've never really been the point. The work I'm proudest of is the work that changes behaviour, improves experiences or simply makes someone's day a little better.
Outside work I'm a board member for Children for Better Future, helping provide educational opportunities for disadvantaged children in Cambodia. I also love travelling, skiing, fly fishing, restoring old motorbikes and collecting ideas that usually turn into far more projects than I have time for.
At this point in my career, I'm looking forward to not only meeting someone who can spell my surname correctly, but also tackling new challenges, building new brands, working with new people and solving new problems with creativity. Because, when you strip everything else away, that's always been the point.

Work History
Amused Group - Melbourne
Head of Creative and Content 2023 - Current

GDJ - Melbourne
Creative Director 2019 - 2022
Freelance Creative Director 2017 - 2019
Clemenger BBDO, Havas, McCann + Direct to clients
Noisy Beast - Melbourne
Global Creative Director 2016 - 2017

CHE Proximity - Melbourne
Senior Art Director 2014 - 2016
Leo Burnett - Melbourne
Senior Art Director 2010 - 2014
Badjar Ogilvy - Melbourne
Senior Art Director/Creative Group Head 2005 - 2010
cummins&partners - Melbourne
Art Director/Creative Group Head 2002 - 2004
Brandhouse Hale Leonardi - Melbourne
Art Director 2001 - 2002



↑Back to Top