Experience

May 2022 to Present
Head of Brand
World Vision Australia

As the Head of Brand, I connect the World Vision brand with Australians to change the lives of millions of children globally. I lead the external creative agencies and the in-house creative team of designers, content producers, curators, copywriters, and social media specialists, championing the brand across all segments with a remit to reverse Aided Brand Awareness decline.

My role involves cross-functional design and executing of brand strategies, managing creative assets, and optimising content across all channels. Additionally, I manage financial targets, stakeholder relationships, and creative agency outputs, driving brand growth and engagement.

June 2018 to May 2022
Creative Director & Founder
Piglet Studio, Sydney

A creative agency that punched above its weight, Piglet Studio was founded by me as a full-service strategic and creative agency with an enviable client roster including Nude by Nature cosmetics, e-commerce juggernaut Prezzee.com, and retail stalwart Hanes Australasia, including brands Berlei, Be by Berlei, Hestia, Playtex, and Temple Luxe.

My role at Piglet was to deliver foundational strategy and insight that resulted in flawless content for both seasonal and brand campaigns in digital, OOH, TV, social, in-store, and activation.

October 2013 to June 2018
Creative Partner & Co-Founder
Pencil&Pixel, Sydney & Melbourne
Acquired 2018

I co-founded Pencil&Pixel in October 2013 without a single client. In under five years, we achieved significant growth in FTE and expanded to offices in Sydney and Melbourne. Clients included Jeanswest, CarsGuide, Harris Scarfe, The Athlete’s Foot, City of Melbourne, Millers, Nude by Nature, and Hanes International (Hanes, Champion, Playtex, Wonderbra, and Maidenform).

Acquired by Wunderman, Melbourne / WPP in June 2018.

June 2006 to July 2013
Creative Director, David Jones
General Manager, Marketing & Financial Services
David Jones Limited, Sydney

Recruited as the first in-house Creative Director in decades, I broke new ground over 22 seasons by bridging agency and internal creative functions as both a creative practitioner and marketing executive. This period ignited customer imagination, resulting in record sales and growth. In FY10, I was part of the team that delivered $2bn in sales, an EBIT of $250m, and a market capitalisation of $2.3bn.

As General Manager, Marketing & Financial Services, my role included creative agency management, and setting a singular creative direction that cascaded through Brand, Marketing, Stores, VM, PR, events, and online. My tenure included the 2010 agency review pitch, which successfully migrated the account from Saatchi & Saatchi to M&C Saatchi.

November 2003 to June 2006
Creative Director, David Jones
Saatchi & Saatchi, Sydney

After landing fresh from Melbourne in May 2003, and achieving some quick wins as a freelancer, I was catapulted to Creative Group Head at David Jones. By the end of that first year, I was elevated to Creative Director at Saatchi & Saatchi, leading the David Jones account and earning the confidence of the David Jones CEO, CMO, and leadership team. What followed was intensive period resetting the DJs brand, agency creative teams, and rewiring creative processes, supplier roster, and setting the creative standard as practitioner for the decade to come.

November 1997 to June 2003
Senior Art Director, Freelance
Various agency clients + accounts

Agency clients: George Patterson Bates, Sugar Advertising, Style Counsel, DDB, Clemenger Sydney.

March 1998 to October 1998
National Creative Director (contract)
J. Walter Thompson - Karachi, Pakistan

Contract Creative Director across Lahore and Karachi offices.
Accounts: Shell Oil, Unilever: Lux Soaps, Pantene Shampoo

November 1995 to October 1997
Creative Group Head, Myer
Young & Rubicam Mattingly, Melbourne

Creative Group Head, menswear including all season and press campaigns.

June 1993 to September 1995
Art Director
Box Emery & Partners, Melbourne

Accounts: Herald-Sun, Mazda cars, JeansWest clothing, Medibank Private

January 1991 to June 1993
Junior Art Director
D’Arcy Masius Benton & Bowles / DMB&B WMO

Accounts: Interflora, Daihatsu cars, Fosseys discount dept. stores.

Achievements

2017 AWARD
Design Award Jurist

2016 - Wayside by Reverend Graham Long
Book creator and designer
NewSouth Books, UNSW
244 pages hardback

2013 - David Jones’ 175 Years by Helen O’Neil
Book creator, producer and designer
NewSouth Books, UNSW
396 pages hardback

I was awarded the CEO Vision Award in the 2013 David Jones Excellence Awards, for my origination, project leadership and design of the milestone book, David Jones, 175 Years by Helen O’Neil with NewSouth Books

2011 Design Jurist / Australian delegate
Cannes ‘Lions’ 59th Festival of Creativity
Cannes, Provence-Alpes-Côte d'Azur, France

2009 and 2012
Ad News, Agency of the Year
Award Jurist

2011 Stories by the Wayside by Reverend Graham Long
Book creator and designer
University of Queensland Press, UQ
196 pages hardback

Pro-bono

2018 - Down Syndrome Australia,
World DS Conference, Gold Coast
Event consultant

2018 - Strike Out Stroke, Melbourne
Branding & identity

2010 to 2017 - The Wayside Chapel, Sydney
Branding and marketing / book creation

1992 - Red Nose Day, Melbourne
Designer and identity