Creative Lead / Creative Director / Designer
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20+ years of top level creative agency experience and leadership, having designed, created, and implement creative projects in Australia and internationally. Brands include Smeg, Breville, Pernod Ricard Wines, Coca-Cola, Mars, Kimberly-Clark, Electrolux, HP, Haleon, Epson, Fonterra, Baxter, Johnson&Johnson, Goodman Fielder, Nestlé and Red Bull.
Lead and executed numerous large scale Consumer and B2B creative campaigns. Extensive knowledge of Grocery, Pharmacy, P&C, Liquor & Retail environments. Experience across Omni Channel mediums ranging from Brand Launches, Identity, Retail Activation, ATL, CRM, Digital, Social, UX/UI, Experiential to Video content.
Leading a multidisciplinary team (design, developers, motion, and account service) that delivers integrated campaigns across B2B and B2C.
Pioneered AI-generated launch campaign for LawConnect, delivering all assets via Gen AI workflows, garnering national industry coverage.
Developed WesTrac “Made for More” integrated recruitment campaign, including TVC, social, and digital assets. Positioned WesTrac as an employer of choice.
Directed Destination Gold Coast website redesign, increasing traffic x4 and supporting 164% YoY tourism industry growth.
Partnered with Citizens of the Reef to reposition from local to global brand, blending UI/UX and brand architecture.
Directed team of 14 across design, production, and account service; scaled agency B2B and FMCG portfolios.
Multi award winning brand activation and packaging designs for Whiskas & Exelpet.
Led the rebranding of Baxter Pharmacy Services, transforming a complex healthcare offering into an accessible B2B identity and communication suite.
Created Kimberly-Clark Professional Healthy Workplace Campaign and Lean System Partnership comms, driving adoption across Asia-Pacific.
Launched multiple Pernod Ricard Wine campaigns across Brancott Estate, Stoneleigh, Mumm, and Jacob’s Creek with measurable sales uplift.
Extensive digital, social and CRM campaigns for a wide range of Breville products.
Brand refresh and repositioning campaigns for Lark Distillery, including collaborations with celebrated chef Peter Gilmore and the relaunch of Dark Lark across digital, social, publication, print and GTR.
Graphic Design - Advanced Diploma, Enmore Design Centre
