Technical & soft skills
Leadership & team development
I lead marketing teams across communications, performance, CRM, social media, content, partnerships, PR, retail and experiential marketing. Throughout my career, I’ve focused on building high-performing and happy teams, by creating an environment where people feel supported but responsible and challenged to strive to be a little better every day. You can read references on what it is like to work with me from my previous team and colleagues here.
I care deeply about culture, I think that great teams do better work when they clearly understand the business goals and feel empowered to contribute within their individual scope. No team works in a silo, so cross-functional alignment and developing rapport across the internal landscape is vital to me to get the job done. My leadership style is highly communicative, with high standards, curiosity, and continuous development.
What does my leadership look like in practice? A weekly team WIP to stay connected and on track, monthly 1:1s to discuss individual performance and development, team building offsites with fun (and food!), and most importantly an open-door approach to support the human being, not just the employee.
Brand strategy & growth
I believe strong brands are built with consistency, customer obsession, and with commercial outcomes in mind. Having led brand strategy across the competitive sports and lifestyle retail environment, my focus has always been on balancing long-term brand equity with short-term measurable growth objectives. There’s no point saying you’re “growing awareness” if you don’t have the numbers to back it up!
Speaking of numbers, during my time with Decathlon Australia we grew brand awareness from 36% to 63% in a highly competitive market with a marketing budget of just 2% business turnover. Want to know how? Get in touch to chat.
Integrated marketing campaign
management
I’ve led end-to-end integrated campaigns across owned, earned, and paid channels (digital, out of home, PR media, CRM, socials, partnerships, and experiential activations). My experience spans both brand-building and performance marketing, ensuring campaigns are creatively compelling and commercially effective.
Coming from a retail world with an “always-on” commercial calendar, I’m comfortable moving at pace for tight turnarounds, can multi-task across many priorities and can work strategically to see the big picture, while remaining hands-on if required to be “on the tools”.
Commercial acumen & budget management
Relationship building & stakeholder liason
Customer experience & retention
I’m OBSESSED with customer experience - from the carpark to the bathrooms and the online store, every interaction shapes how people perceive a brand.
I have experience designing customer journeys across physical retail, email journeys and digital channels to improve acquisition, retention and lifetime value. My approach combines customer insight, behavioural and market data and brand experience to create seamless and memorable experiences that grow a loyal customer base.
I bring strong commercial capability alongside creative thinking, with experience managing marketing budgets ranging from $1million to $4 million per year and full P&L accountability.
I use data to inform investment decisions, optimise channel performance, and drive sustainable growth. Whether forecasting spend, measuring ROI, or prioritising projects, I ensure marketing remains closely aligned to business objectives by working directly with colleagues in finance, digital, commercial, and retail branch management.
Having worked across retail, tourism, agency and B2B sectors I am able to build strong connections internally and externally to a business. I bring experience collaborating across global, regional and local teams and I’ve localised global campaigns for Australian audiences, while maintaining brand consistency.
I am very comfortable liaising with CEOs, executive leadership teams, global stakeholders, and external agencies to align marketing with broader business strategy, and presenting in boardrooms and to large audiences. My experience reporting at the executive level has strengthened my ability to translate data into clear commercial recommendations.
I tend to want to work cross-functionally as I find it the best way to simplify complexity and build efficiency - rather than each area of the business operating in a silo towards the same goal. I thrive in environments where marketing, operations, commercial, digital and creative teams work together toward shared goals. This extends into cross-functional projects such as the Connect Store Expansion or the Brand Refresh.
Creative direction & content
My extensive experience leading content strategy and creative execution spans social, CRM, campaigns, and brand storytelling.
I believe great creative should be both emotionally resonant and commercially effective. By combining key audience insights, staying on top of changing trends, I focus on my team creating content that is engaging and fit for the audience, while remaining true to brand standards.
I have experience briefing both internal and external teams for campaign and social photoshoots, leading tissue sessions and workshops to compile creative ideas for fresh content. I have a trusted portfolio of photographers, videographers and creative directors that I’ve worked with as freelancers should internal capacity require help during key projects.
Performance & digital marketing
I’m data-driven by nature, and always use numbers to guide decision-making across paid media, CRM, and digital channels. I manage growth teams and agency partners to optimise acquisition, retention, and efficiency metrics, and I strongly believe that balancing both performance and long-term brand building is essential for sustainable growth.
My agency background includes extensive hands-on and strategic experience across CRM platforms (Salesforce, HubSpot, Klaviyo), digital marketing channels, and customer segmentation strategies. I have overseen website optimisation, digital customer journeys, and omnichannel marketing programs that connect online and offline experiences.
My view? The goal of technology, AI, and data should always be to simplify experiences and strengthen customer relationships.
Adaptable, proactive & detail orientated
Marketing is an industry that is constantly evolving, and I enjoy operating in fast-paced environments that require agility and constant learning. I’m comfortable navigating business change, I love to test new ideas, and identifying growth opportunities.
When balancing a heavy workload of projects and priorities, I approach challenges with curiosity and a solutions-oriented and positive approach. Sure, change is scary, but what’s even scarier to me is staying the same, or not feeling connected to what you do.
I care about the small details, because customers do. Every email, campaign, event, and customer interaction contributes to the overall brand experience. I have high standards for quality and consistency, ensuring that execution reflects the ambition of the brand and earns customers’ trust over time.
Education
University of Sydney
Bachelor of Arts, major in Political Economics (2014)
Decathlon United training academy
Leadership training (2024)
Values and Intentions training in France HQ (2024)
Business leader training for APAC (2025)
Google Ads
Google Ads Certifications -Search, Display, Video, Shopping, Measurement
Meta Ads
Certificate IV Business, Management and Administration (2011)
NSW Tafe
Meta Blueprint Certification