Bio

As a native storyteller my first career was in journalism at SBS where I honed the art of empathising and observation. Nowadays my toolkit includes: generating growth strategies for iconic brands, co-creating digital first customer experiences and nurturing agile teams to do their best work. Anticipating that 'digital killed the radio star' prompted my next career move to ad-land working for DDB London then DDB Sydney when Advertising was more mad-men than math-men. I was able to embed myself in client teams on more long-term projects for Guardian Media Group, Budweiser, Guinness, Unilever, Philips, Hasbro, Diageo, Tourism Australia and McDonald’s often going beyond brand advertising to create participatory platforms. With a stash of big Advertising awards under my belt: Cannes Lion, Clio, IAB, One Show, New York Festivals, IAB, Effies I decided to go work for the big brands directly. I went on to digitise McDonald’s retail experience across web, social, app, in-restaurant signage like menu boards and customer care. I then swapped burgers for travel leading Qantas’ 3-year digital transformation for qantas.com, standing up their eCommerce capability, customer analytics CoE and SEO driven content strategy. I have a Masters in Digital Culture and Communication often pondering about how our digital lives are changing us. When not thinking about the next digital experience innovation for my Adobe customers I like to surf, DJ and curate community arts projects.