• End to end digital and mobile strategy.

  • Product development, management and marketing.

  • Delivery of new capability enabling exceptional cross-channel customer experience.

  • Lead, prioritise and deliver roadmap initiatives with a focus on continuous improvement.

  • Content and asset management, digital copywriting, art direction.

  • Development, launch and management of consumer and staff-only mobile apps.

  • Marketing: social media, search, display, email, SMS, affiliate marketing.

  • Maximise insights from consumer trends, new technology and best practice.

  • Conversion rate optimisation.

  • UX and using A/B, multivariate and user testing to deliver best results.

  • Define, measure and analyse key metrics on which to base data-supported decisions.

  • Integrate digital solutions into cross-functional marketing and sales strategies.

  • Optimise online sales journeys to increase acquisition, retention and brand sentiment.

  • Personalisation, retargeting and geo-targeting initiatives.

  • Develop apps, mobile optimised websites, CMS and eDMs to increase sales and loyalty.

  • Online merchandising, up-sell strategy and implementation of predictive intelligence solutions.

  • Adhere to legal, compliance and brand requirements.


Seamless, relevant and compelling customer experiences are critical to success. Every touch a customer makes should be the next natural progression in their personal journey - whatever that task may be, and whatever lifecycle stage they are in with the brand. 


I believe that technology should be adopted to achieve, but not define, key customer and business drivers.


I have proven success in customer journey mapping, using research, insights, input from key areas of the business, and valuable customer feedback to deliver the right message to the customer at the right time and in the right way. 

  • Enhance customer experience from above the line exposure, to digital execution.

  • Customer relationship management using email, SMS, web chat, social and new technologies.

  • Research, market segmentation, customer journey mapping, user persona creation.

  • Manage relationships with creative, digital, advertising, search and web development agencies.

  • Define brand pillars, customer value proposition and marketing strategy.

  • Promote brand and design consistency across digital channels.

  • Music marketing, tour management, merchandise, community management, PR and media.

  • Manage teams consisting of digital marketing, social media, producer and systems roles.

  • Business stakeholder requirement gathering and management, through to delivery and review.

  • Exceptional in cultivating and managing successful agency/vendor relationships.

  • Champion digital throughout the business, growing it as a channel internally and externally.

  • Provide leadership to web and project teams through both agile and waterfall approaches.

  • Project management, including involving the right people at the right time for the best outcome.

  • Thought leadership and team motivation.

  • Collaborate with peers in IT, design, UX, support, business, sales, operations and marketing.

  • Was a Mentor in the Girls Who Code program at SEPHORA, summer 2017

  • Ongoing success in being the link between marketing and tech to achieve business goals.

  • Understand technical capability, and adapting around limitations.

  • Deliver predictive intelligence platforms such as through Exact Target.

  • Deliver customised CMS and real-time INSIDE service platform through Powerfront.

  • Experience in using Responsys, Campaign Monitor and bespoke email/SMS marketing solutions.

  • Set up KPIs and analytics requirements, with experience in Google Analytics and Omniture.

  • A/B and multivariate testing.

  • Delivery and management of content management systems.

  • Fundamentals of coding and Adobe Illustrator.

  • Copywriting, content creation and publishing.

  • Internal communication platforms such as Sharepoint and Yammer.

  • Project management, and use of Atlassian's JIRA system for delivery, using agile methodologies.

  • Attention to detail and an eye for quality.


I believe that skills should be consistently developed, and knowledge continually sourced - professionally and personally. I've been lucky enough to have worked at companies that encouraged this belief, and I've also pursued many opportunities independently. 




  • SXSW (Interactive), 2015, 2016, 2017, Austin TX

  • Google Chrome Dev Summit, 2017, San Francisco CA

  • Branchout, 2017, San Francisco CA

  • Mobile Ventures Summit, 2017, San Francisco CA

  • TEDx 'The Stuff of Dreams', 2015, Melbourne Vic

  • Online Retailer Conference, 2009, 2010, 2012, Sydney NSW

  • ad:tech Australia, 2009, 2010, 2011, Sydney NSW + Melbourne Vic

  • TEDx, 2010, Brisbane Qld

  • iMAT (Interactive Marketing & Advertising Trends), 2007, Sydney NSW


  • Various sessions of Creative Mornings in Los Angeles and San Francisco CA

  • Upping Your Capacity (hosted by Lisa McInnes-Smith), 2014, Melbourne Vic

  • Digital Cream (hosted by eConsultancy), 2014, Melbourne Vic

  • Interactive Minds, 2009 - 2013, Brisbane Qld + Melbourne Vic

  • Networx, 2009 - 2011, Brisbane Qld

  • AIMIA Queensland, 2008 - 2011, Brisbane Qld

  • Pursue Your Passion (hosted by Keith Abraham), March 2004, Brisbane Qld

Certifications and Courses

  • Copywriting in Action, February 2015, Melbourne Vic


Say hello!

+1 (415) 606-1418

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