about me
As a seasoned brand and marketing strategist, I bring over a decade of expertise and proven track record in driving transformative digital and experiential marketing initiatives. I have a passion for connecting brands, partners and people.
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Throughout my career, I have driven success for major DTC brands and startups spanning diverse industries including apparel, sportswear, hospitality/food and beverage, FMCG, CPG, retail, and e-commerce.
I thrive in crafting impactful brand campaigns and executing digital strategies, combining strategic foresight with creative innovation.
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Rooted in both creative intuition and data-driven insights, my approach ensures strategic alignment between business objectives and customer-centric marketing solutions.
Explore
My approach, process, and a bit about me as a human.
my approach
Before my marketing career, I balanced my time as a competitive athlete with freelance creative roles while studying business. This period enriched my understanding of design principles but also immersed me in vibrant creative communities, from NZ to LA, where I had the privilege of learning from great industry minds.
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My personal creative endeavors, including photography and design, are my cheat code combined with my branding and business acumen. This synergy allows me to craft compelling narratives that forge deep, meaningful connections and deliver tangible value.
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In approaching strategy, I draw on this dual perspective. I begin with a deep dive into core challenges (these are my favorite) and understanding of the end user - needs, values and goals. Once we identify the problem we are solving, I leverage a mix of creative intuition and analytical insights to chart a strategic path forward to solve their pain points.
Just as in my creative pursuits, where each shot or design element contributes to a larger story, effective marketing is about aligning business goals with authentic customer needs.
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I don't do complacency, so instilling a culture of ongoing testing and (respectful) challenge of ideas; what did we do well, what didn't we do well, but most importantly - how can we continue to optimize campaigns and strategies based on real-time feedback and performance metrics.
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I believe that this process underscores the importance of empathy, creativity, strategic thinking, and adaptability in driving impactful branding and marketing outcomes.
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01
UNDERSTAND
What value are we driving, what problem are we solving, what's the market landscape, why should anyone care? Thorough research and insightful discussions to uncover pain points and opportunities. Let's dig in.
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CREATE
A blend of creative intuition and data-backed insights to craft compelling brand stories, experiences and marketing strategies. A focus on developing new and innovative solutions that the audience needs and aligns with what we need, too.
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OPTIMIZE
I believe in continuous testing and refinement, ensuring our strategies remain agile and responsive to evolving market dynamics. This approach not only drives success but also fosters enduring relationships built on trust and innovation.
Personal
Diary of a Kiwi x Angeleno
a little bit more personally...
Strategy, branding and positioning are like the Rubik's Cube I actually can solve for. I’m still pursuing conquering the cube…
Most recently I’m learning how to shoot film on an old medium format camera, reading East of Eden by John Steinbeck, DIY landscaping the front yard of my MCM home, perfecting the art of backcountry coffee and cooking my way through the wonderful Gjelina cookbook.
Although they may seem unrelated, each new area of interest affords me a refreshed way to see all of the others. I can think of photographic composition when designing a landscape, or when combining flavors, color and textures on a plate. The same thing can be applied to marketing strategy. How can we create contrast and balance within the campaigns we craft to elicit different emotions in our audiences?
I’m insatiably curious both inside and outside of work, and I tend to find myself deeply curious about an ever-expanding range of topics. I like to be constantly achieving, learning, problem-solving, and adding to my skill set. This often sees me jumping down a ‘rabbit hole’ once something piques my interest - I want to know everything about it.
Seeing one thing through the lens of another - these are the ways I enjoy exploring.
Featured Projects
Nike - Play Like You Own It
PLYOI was the largest joint campaign between Nike and an account in over a decade and surpassed media metric benchmarks in just the first week. Bringing it to life included a national TVC, in partnership with W+K Portland, athlete management and marketing, PR campaign and outreach, digital site takeovers, experiential activations in key markets including LA, HOU, CHI, and NYC.
BRCC - Guinness World Record
2020 and the world changed. It shut down, people were isolated and longing for connection. We invited our Club members to take part in the largest virtual coffee tasting ever attempted.
We launched a new coffee and hosted 3000 community members to join one another for a virtual coffee brewing and tasting, sett the official GUINNESS WORLD RECORDSâ„¢ Title for Most participants in a coffee tasting video conference.
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