About me

In 2025 I was appointed as Executive Creative Director at The General Store, a multi-disciplinary creative agency headquartered in Sydney. This appointment follows my brief 8-month tenure at Saatchi & Saatchi Sydney and nearly a decade as Group Creative Director at M&C Saatchi Sydney.

During my time at M&C Saatchi, I steered multiple accounts including BWS, TAB, Optus, Steggles, Lilydale, and Australian Retirement Trust. As an unwavering advocate for diversity and equality, I served as Co-Chair of M&C's Employee Led Women's Network, working tirelessly to advance women in the industry.

Prior to M&C Saatchi, I spent 5 years at Leo Burnett Sydney, where I held the position of Creative Director on the Samsung account, collaborating on the Galaxy brand with the global team. My career began as a graphic designer and retoucher for a photographers collective, instilling in me a passion for craft and attention to detail.

With over 26 years of experience, my work across various media has been recognized at numerous international award shows. I have played a pivotal role in the progression of world-class agencies, my peers, and the wider communications industry. My contributions have helped win agency of the year titles for a spectrum of specialist agencies.

In addition to my agency roles, I am also an active contributor to the industry as former Joint Head of AWARD School, both nationally and in NSW, where I helped nurture creative talent and support the development of emerging creatives. And I continue to be involved as a sitting member of the AWARD council.

Throughout my career, I have gained extensive experience in areas such as CRM, digital, social, experiential, and innovation. These skills have been instrumental in building major brands including Lexus, Samsung, Diageo, McDonald's, Woolworths, and Optus.

In my role at The General Store, I work across clients such as Rebel Sport, Chupa Chups, Dexus, Freedom, Aquila, Cancer Chicks and Telstra, bringing my multi-disciplinary expertise to help shape the future of these brands.

Skills

Advertising, Art Direction, Brand / Logo Design, Creative, Creative Direction, Graphic Design

Sector Experience

Advertising, Automotive, Banking, Beauty, Beverages, Branding, Charity / Not for profit, Conservation, Creative Services, Design, Entertainment, Environmental Health, Exhibitions, Film (Short / Documentary), Finance, FMCG, Food & Beverages, Gambling, Gaming, Government, Health & Safety, Healthcare, Hotels & Resorts, Insurance, Luxury, Marketing, Parks / Theme Parks, Retail, Telecoms, UI / UX

Awards

ADFEST Award - Gold, ADFEST Award - Silver, ADMA Award Bronze, Cannes Lions - Bronze, Cannes Lions - Shortlist, Cannes Lions - Silver, Cresta International Advertising Award, D&AD Award - Nomination, Effie\'s - Silver, LIA Award - Silver, New York Festival - Finalist, One Club Award - Bronze, One Club Award - Silver, One Show - Merit, Siren Award, Spikes Asia - Shortlist, Spikes Asia - Silver, Webby Award

Trade Associations

Advertising Council Australia