Scaled a full-service independent advertising agency to $13M annualised billings across Government, Retail, Auto, Education and eCommerce over 12+ years as Partner. Successfully exited.
Built the Research, CX and Transformation practice from zero — defining the methodology, leading delivery from floor-level research to Board presentations, and growing it into the agency's most commercially differentiated capability.
Full accountability for $13M annualised billings and 20% margin targets. Restructured the remuneration model, implemented Value Based Pricing, and led a team of 35 — 8 direct reports.
New Business lead on all pitches, including winning multi-agency, multi-year, multi-million dollar contracts. Average client partnership tenure across my accounts: 10+ years. People like working with me, and I deliver.
Health: Developed the content engine for a health insurance comparison service that became a new source of revenue for the brand, while solidifying their SEO organic search ranking at #1 for the highest value search terms.
Education: Developed the methodology and ran a research program (n=405) to inform customer personas, journeys and initiative roadmap delivery. Implementation led to a 66% churn reduction ($1.6M retained), 52% growth in new applications and a 60% lift in satisfaction — in 12 weeks.
Construction: CX and EX strategy across people, platforms and process uncovered a product portfolio gap — the new range became pivotal to the company's acquisition, one month after delivery.
Beverage: Worked with key stakeholders to develop the future state vision — taking the business from being a 'Wine Maker' to becoming a 'Wine Destination' — then ran the transformation program of work, developing personas, online, in-cellar and in-store experience journeys and collaborated with internal and external specialists to design the platform, processes and roadmap to get them there.
Auto: Undertook a qualitative research program (n=24) of key customers to understand existing experience, pain points and opportunities, and delivered journeys. Post-implementation customer satisfaction increased by 20%. Working with internal stakeholders to implement:
Technically trained by Mark Ritson at Melbourne Business School. Creative standards set by AKQA (the most-awarded creative technology company at the time). Influenced by some of the best marketers in the world as the Account Lead for Nike EMEA and KLM Airlines.
Delivers single minded, highly differentiated and powerful brand purpose, positioning and platforms that help brands be discovered and loved in the agentic age and deliver long term profitable growth.
Leads CX strategy with knowledge of the platforms that actually run (or should run) the business and works with multi-disciplinary teams to deliver initiatives across them including Salesforce, Adobe, Klaviyo, Magento, Shopify, AI and many more.
From floor-level research to boardroom strategy: building teams that get shit done, building practices that deliver, and building relationships that last.
Obtained Master of Marketing from Melbourne Business School in 2024 alongside presenting to Boards and sitting on one for over a decade.