I’m a creative strategist who started with words and ended up wanting to build the whole thing.

My background isn't typical for this industry, and that's the point. I trained as an engineer before I became a creative (Bachelor of Engineering/Arts, First Class Honours), then added a Master of Art from UNSW and training in copywriting, presenting and screen acting. The result is someone who can find the strategic thought that makes everything else click, shape it into a big idea, write it into words that are impossible to misunderstand, and tell it as a story people want to follow.

Over the past decade, I've worked across sport, healthcare, fashion/beauty, media and film, with brands including rebel Sport, Animal Logic, Estée Lauder, Tag Worldwide and Diabetes Australia. Since going freelance in 2022, I've split my time between strategy and copywriting for clients, producing a top motorsport podcast, and my own creative projects.

Good strategy isn't just a clever idea; it's the right idea, backed by real audience understanding, executed well enough to land. And more often than not, that idea is hiding in the bit of the brief everyone else skipped over.