Bio

Most recently I was Head of Creative Lab at TikTok. An in-house team built to decode the platform: the algorithm, the audience behaviour, the marketing analytics behind what performs. Then translate all of it into the art and science of creativity.

Our job was to show brands, in-house creative teams and agencies what winning on short-form video actually takes. I worked directly with the biggest brands across Australia and New Zealand, from concepting and campaign launches through to developing the platform's creative guidance and thought leadership narratives.

I didn't just land in the centre of the zeitgeist at TikTok. I've been chasing the pulse of the internet since "digital" was still considered a novelty channel, first as a professional blogger and side-project creator, now as a creative leader.

Fifteen years in. I've led teams at platforms, agencies and brands. Working on the opportunities that come with new tech: social, mobile, AI. I've reinvented how channels get used to deliver results, and helped brands actually connect with people.

Clients have included Google, Twitter, YouTube, Android, Spotify, Beats By Dre, Coca-Cola, Red Bull, Tourism New Zealand, Qantas, TAB, NRL, Commbank, ANZ Bank, Telstra and Royal Flying Doctor Service.

I still apply the fundamentals: marketing principles, brand theory. But I think fast and create iteratively, building campaigns that are insight-driven and rooted in culture.

I love sharing what I know. One career highlight: in 2019, Steve Coll (Head of Creative Shop at Facebook and ADMA board member) invited me to create, lead and teach the inaugural Australian Creative & Effectiveness School for ADMA.

CURRENT SIDE PROJECTS

The Industry Standard. I write a daily newsletter to inspire creative professionals. Subscribe and it will be like waking up next to me excitedly telling you about stuff I love.

Fanbloodytastic. I talk to founders and CEO's of businesses from Australia and New Zealand that I find interesting. Listen on Spotify or Apple Podcasts.

Bookshelf Porn. I give bibliophiles hardcore photos of bookstores, bookcases and libraries. You will have to decide for yourself if it safe to view at work.

OLD SIDE PROJECTS

Rocktober. For five years, I went to a gig every night of October.

TV Fugly Awards. For seven years, I produced a satirical awards voting platform for the worst shows on the telly in Australia.

Analog Sundays. A social movement where I encouraged people to disconnect from technology for one day per week.

AWARD JUDGING

Being invited by industry organisations to help evaluate and recognise the best work, geeking out in a room full of creative minds is both a privilege I take seriously and an experience I thoroughly enjoy.

London International Awards
2024
Australasian Writers & Art Directors Association
2023, 2022
Brisbane Advertising & Design Club
2024, 2022, 2015

SPEAKING GIGS

Even though I previously appeared regularly on radio (ABC 612 Brisbane) talking about social media and technology, I don’t count myself as a ‘speaker’. I just like sharing what I am passionate about and what I’ve learned in my work about marketing, creativity, trends and digital media behaviours.

Marketer's Day
Sydney • 2026
AK Q&A
Auckland • 2025
CMO Summit
Gold Coast • 2025
SXSW Sydney
Sydney • 2024
VCCI presents It's time for TikTok
Victoria • 2024
TikTok Incubator
Noosa • 2024
Future Horizons: The Startup Network
Melbourne • 2024
TikTok #ForYou Summit
Sydney • 2023
Advertising Week
Sydney • 2023
TikTok SMB Roadshow
Melbourne • 2023
TikTok SMB Roadshow
Sydney • 2023
Monotype Brand Talks
Sydney • 2023
TikTok Incubator
Noosa • 2023
The Research Thing
Sydney • 2019
Interactive Minds
Sydney • 2018
BIGSOUND
Brisbane • 2016
Adobe Creative Jam
Sydney • 2016
Sydney Design Festival
Sydney • 2016
AGDA Pecha Kucha
Sydney • 2015
Frankfurt Book Fair
Frankfurt • 2013
Young Bloods
Brisbane • 2010
Interactive Minds
Brisbane • 2010
AIMIA National Digital Summit
Sydney • 2009
AMI Marketing Summit
Brisbane • 2009
ABC Youth Media Forum
Sydney • 2008