My career has been spent in senior creative leadership roles where the outcomes of creative decisions were commercial, not theoretical.

That has included working as the Creative Director at WRC DDB and other leading agencies, guiding teams and accounts in New Zealand and Europe, and founding / running two agencies - experience that shaped how I think about creative leadership, execution, and accountability.

I’ve worked across global and local brands, often in competitive or declining categories, where the margin for error was small and the pressure to perform was real. That includes selling out the re-release of Onitsuka Tiger’s Tokyo 64’ range across Europe in three days; helping Smirnoff become the number one spirit brand in New Zealand with a 47% sales increase; and turning The Poolhouse from decline to growth, delivering a 70% sales shift in a category that was down 37%.

More recently, I helped launch Pure Mama into Australia, selling out on a limited budget - work that went on to win a Mumbrella Award for the best campaign on a small budget.

Across my career, my work has been recognised with Effies, Cannes Lions, Clios, Axis, Best Design and Prinz Awards, Diageo Global Awards and Mumbrella Awards. They matter less for the accolades themselves than for what they represent: creative decisions that translated into real-world results.

Today, I work as a fractional creative director and brand advisor, bringing that experience into organisations that need senior judgement - sometimes as an independent thinking partner, sometimes in a hands-on leadership role overseeing teams and execution.

I work with a small number of organisations at a time, where experience, clarity, and decision quality are valued over noise or volume.