What I do

With a background in psychology, and history of working in research and brand consultancies, I bring energy and insight to brands and campaigns. My work is grounded in data and meaning, but provides space for ideas to grow and brands to innovate.

I'd summarise my approach to strategy as a generalist model – keeping an eye on the overall business problem and desired outcome, adapting a suite of tools for each project.

How I do it

This means working all the way through the value chain and buying funnel. Whether it's brand architecture, leading research, writing creative briefs, mapping media touchpoints, UX, or selling creative work to clients, every part of creating a campaign needs a strategic approach.

Streamlining complex concepts, telling real stories, and inspiring and nurturing great creative are what I pride myself on in my work.

Where I've done it

I've worked at agencies big and small across Australia, the US, and have been based in Singapore for the last 9 years, working mainly on SE Asian markets, but also for brands with global reach and audiences.

In the process of building a small agency from scratch, I've gained experience in agency and staff management, project scoping and profitability, and business development.

If this sounds interesting and you'd like to talk, please drop me an email.