Brand Transformation Leader

With over a decade of experience in branding, marketing, and strategic planning, I have consistently propelled organisations to the forefront of innovation and market leadership. My journey has spanned creating impactful brand strategies for global corporations, including Goldman Sachs, Bank of America, and diverse startups, culminating in the founding and leadership of The Connected Agency. This path has honed my ability to envision and implement transformative brand strategies and, foster high-performing teams, drive stakeholder engagement, and navigate complex organisational landscapes.

Background

I’ve had the privilege to work in a real diversity of places, with different work cultures, customers, and challenges that highlight for me the similarities.

Brands

Goldman Sachs
Year-long social media messaging and creative

Airbus
Brand architecture and naming

Plant Vodka
New vodka brand emphasizing lighter, social drinking moments

Houlihan Lawrence
Messaging and creative for real estate agents

icare
Insurance rebranding following merger of 5 entities, including internal messaging, external campaigns

Smirnoff
Rebrand and new messaging for several campaigns targeting new ways of drinking

Bank of America
Year-long B2B messaging and creative

TikTok
Messaging proposition

Brookfield
Residential lifestyle branding

Boston Properties
Commercial real estate brands

Frequency Therapeutics
Startup biotech firm internal messaging

University of Technology Sydney
Brand and launch of a new center for social justice and diversity

Disney Freeform
Sponsor strategy and outreach plan

Rockefeller Center
Programming and messaging plan

Education

M.S. Marketing
Monash University

B.A. Political Science
Macquarie University

Bookshelf

As an avid reader, I had to share with you my bookshelf. Here are some of the most influential books on my thinking. Hope you like them too and please drop me a recommendation.