My career has been spent helping organisations make better commercial decisions through brand, marketing and creative.

Over more than twenty-five years I’ve worked as an Executive Creative Director, agency owner and strategic advisor, leading major brand initiatives in New Zealand and internationally. That experience has given me a perspective that spans the entire marketing ecosystem, from developing strategy and creative through to buying agency services, managing investment and delivering commercial outcomes.

I’ve worked across global and local brands, often in highly competitive or declining categories where the margin for error was small and the pressure to perform was real. That has included selling out the re-release of Onitsuka Tiger’s Tokyo 64 range across Europe in three days, helping Smirnoff become New Zealand’s number one spirit brand with 47% sales growth, turning The Poolhouse from decline to growth with a 70% sales shift in a category down 37%, and launching Pure Mama into Australia, where the campaign later received a Mumbrella Award.

Across my career, the work has been recognised with Effies, Cannes Lions, Clios, Axis, Best Design, Diageo Global and Mumbrella Awards. Those awards matter less than what they represent: commercial decisions that produced measurable business outcomes.

Today I work directly with leadership teams as a strategic advisor, helping organisations maximise the return on significant marketing investment. Whether that’s reviewing investment before major commitments are made, providing independent oversight during complex marketing initiatives or strengthening decision-making across the marketing process, my role is to help organisations achieve better outcomes from the investment they’re already making.

I work with a small number of organisations at any one time, where experience, independent judgement and commercial perspective are valued over additional headcount.