ABOUT ME

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I am a Melbourne based Creative Director with over 15 years’ experience across hospitality, events, design and marketing. I specialise in building considered brand experiences that balance strong creative direction with commercial outcomes.

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My background spans design, branding and marketing strategy, with a particular strength in connecting creative thinking to how businesses actually operate. I work closely with operations, management and senior stakeholders to deliver projects that are well planned, efficient and aligned with broader business goals.

 

I have led projects ranging from launching venues from the ground up to shaping cohesive brand systems across physical spaces, digital platforms and marketing channels. This includes working alongside architects, interior designers and project teams on spatial design, signage, wayfinding, in venue experience and digital touchpoints.

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Collaboration is central to my approach. I have extensive experience leading creative and marketing teams, working with agencies and suppliers, and managing campaigns end to end from concept and production through to rollout and review. I remain hands on creatively, directing photography and content while maintaining high standards across all outputs.

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Above all, I bring a strategic, organised and commercially minded approach to creativity, and I am driven by building brands that work hard across experience, storytelling and business performance.