About me

For over 20 years I have been building brands and solving big business problems with creativity. From developing and crafting traditional through-the-line advertising campaigns to executing highly targeted social media and digital campaigns, I create work that matters, work that changes behaviour, affects culture, and transforms the fortunes of businesses.

Merging creativity with a focus on utility has been key to my success. My experience spans a broad range of blue-chip clients including Coca-Cola, Huggies, U by Kotex, Westpac, Volkswagen, McDonald's and more.
Throughout my career, I have been awarded at major local, regional, and global shows including Cannes, The Effies, the IPA Effectiveness Awards, The One Show, The Caples, Spikes Asia, New York Festivals, the Global Awards, AWARD Australia, The Mumbrella Awards and ADMA.
In 2019, I created award-winning work for Kimberly-Clark's femcare brand, U by Kotex. By breaking category conventions of making periods something women feel vulnerable about or empowered by, this ongoing campaign shot the brand from 3rd place to outright market leader in Australia and picked up 2 Gold Effies. By treating periods for what they are; a normal, healthy part of life that doesn't hold you back, the straight-talking campaign struck a chord with young Australian women. The campaign was ranked number #39 in the WARC Effective 100 and has since been adapted in markets across the globe. My leadership was so valued by the client that I was invited to join the Worldwide Creative Leadership team where I continued to create work that championed women's progress.

In 2020, I spearheaded a nation-wide data visualisation experiment called Changing The Face to help the Australian advertising industry create a more diverse workforce that received overwhelming support from industry leaders and press.
I was also instrumental in launching Coca-Cola Australia's biggest packaging transformation ever, making Australia the first country in the world where all Coca-Cola bottles 600ml and below would be made entirely from 100% recycled plastic on an ongoing basis - directly contributing to the Sustainable Development Goal of Responsible Consumption and Production. My creatively awarded TVC 'Ladybird' brought to life Coke's commitment to change in a charming manner that has been lauded by Coca-Cola Global leadership and run in multiple markets.

In 2021 I won multiple Effies for my work with Transport for NSW to prevent drink driving. The campaign reinforced the importance of having a 'Plan B' - which is one of the longest running and most effective drink driving campaigns in NSW history.

In 2023, I was shortlisted as one of Creativepool's Top 100 Global Creative Leaders of the Year.
In 2024 I launched the first brand campaign for Volkswagen in 7 years, with immediate international acclaim.

Being a woman in a senior creative leadership role in Australia comes with a responsibility beyond the work. Delivering creative excellence is a given, but achieving gender equity in creative leadership requires action. That's why I decided to help develop and launch Project Ivy; a mentorship and leadership program designed to empower, inspire, and nurture the female and non-binary leaders of tomorrow.
I helped craft the program to retain key female and non-binary staff, to develop and promote upcoming industry leaders and to offer upskilling, inspiration, learning, a sense of community, networking and ongoing resource and support.
I helped develop the program because I want to leave the industry a more inclusive place than what I found it, and I want to equip other women and non-binary people with the skills to successfully do so. I want to provide a place of belonging and radical acceptance in which people can learn, grow, and thrive together - no matter what their gender, age, ability or ethnicity. Launching Project Ivy has been a meaningful way to create a more inclusive industry, and it's my hope that it sparks others to channel their passion into something that delivers tangible results.
I believe that leadership isn't just about leading, but that it's also about making positive change. This is why I work tirelessly to help educate, inspire, support and create opportunities for other women at DDB and within the wider industry.
In short, I'm a fearless creative leader who takes pride in being tough on the work, but gentle on people to create a more inclusive industry.