Hello! I'm an enthusiastic Senior Brand and Creative Leader, and I absolutely love crafting experiences that truly resonate with people. Some say I'm a natural empath—I'm finely tuned to people's feelings and strive to make emotional connections through every piece of my work. When I'm not immersed in creative content, I'm soaking up inspiration from nature, photography, film, and music. My adventurous spirit loves running races, surfing waves, and exploring creativity with my two wonderful kids.
I’ve spent 16 amazing years at AECOM, a global leader in multidisciplinary design. Here, I collaborate with a vibrant community of innovators, all passionate about shaping our world’s built, natural, and social environments.
My passion is fueled by a deep desire to make the world more interconnected and just. I believe in the power of design to spark change.
To pay my respects, I acknowledge the Traditional Custodians of the lands where I work, the Wurundjeri people of the Kulin Nation, and honour their Elders, past, present, and future.
What I do…
Creative campaigns
I develop well-defined strategies and plans that deliver compelling messages to audiences to achieve specific objectives while measuring and evaluating success.
Art Direction, Content creation - developing messaging, visuals - film and motion, social media engagement, event marketing and activations, analytics and ROI measurement.
Brand strategy
I develop and implement brand strategy, communicating a brand's unique value proposition and building strong emotional connections with the target audience.
Brand research, Brand messaging, Brand identity, Brand guidelines, Brand architecture, Brand activation, Brand monitoring, Brand governance, Brand evolution and rebrands.
Service Design
I develop comprehensive service design strategies that enhance user experiences and foster meaningful interactions between clients and brands. By employing a holistic approach, I meticulously address every touchpoint of the user journey, ensuring seamless, intuitive, and engaging encounters with services.
User Research, Journey Mapping, Prototyping, Stakeholder Engagement, and Design Thinking.
Leadership and mentoring
As a leader and mentor, I oversee creative team management, traffic management, creative operations, stakeholder management, and offshore remote design teams, while guiding and inspiring individuals to achieve their full potential.