With a sneaker in both agency and brand worlds, I’ve spent over 20 years creating campaigns and experiences across the US, UK, and Australia. I’ve held senior roles at top agencies in San Francisco and New York, including DDB and Publicis, building brand love for global icons like Levi’s, Woolworths, J&J, Hershey’s, Heineken, P&G, Capital One, and General Mills.
As ECD of Woolworths, I drove the brand’s digital and social evolution, securing the paid social business and delivering high-impact retail, seasonal, and brand campaigns. A career highlight? Leading the award-winning Paris 2024 Games campaign—featuring real-time, data-driven outdoor media and a fully in-house social campaign that nabbed a 2025 TikTok Ad Award.
I also created brand love and loyalty for the Everyday Rewards portfolio, launching mobile, insurance, marketplace, and gifting in Australia—driving double-digit growth in membership and engagement. I then took the program across the Ditch, where the app shot to #1 in the New Zealand App Store and onboarded 1.7 million Kiwis in just days.
Before Woolworths, I spent nearly a decade as Global Creative Director at Levi’s, shaping the brand’s vision across its portfolio. From packaging to photography, video to in-store experiences, and eCommerce to social, I led creation and execution. Our viral #StopDadPants campaign took on ill-fitting khakis, sparked global conversations, and racked up one billion impressions—proving even khakis can go viral.
I thrive at the intersection of social, digital, and retail—the pace, the pivots, and the creative power that shapes culture. I’m all about simple ideas executed brilliantly, seeing the big picture without losing sight of the details.
A 2024 AWARD judge and tutor, I’m driven by creativity, passion, and just the right amount of caffeine.
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EXPERIENCE
Executive Creative Director
M&C Saatchi AUNZ | 2021 - 2025
Lead and steward the creative comms for iconic Aussie brand, Woolworths across Australia and New Zealand, including product launches, seasonal campaigns and retail promotions, collaborations and special campaigns like the Paris 2024 Games. I create, collaborate and oversee the create development and execution across customer touch points, including film and OOH, in-store, app, online and paid social.
In addition, I lead all creative for the app-based Everyday loyalty portfolio of brands, including membership, subscription, digital wallet, gifting, marketplace shop plus insurance and mobile.
In this role, I co-manage a team of 20+ writers, art directors, designers, animators and a bespoke social creative crew.
Director, Global Brand Creative
Levi Strauss & Co. | 2013 - 2021
Create and steward the creative expression for the Dockers, DENIZEN from Levi’s and Signature by Levi Strauss brands for all in-store and online channels—including photography, copy, video, packaging, seasonal campaigns, new product launches, go-to-market events and marketing initiatives. Collaborate with cross-functional partners around the world to maintain a consistent brand look and feel and execute compelling creative that makes a dent on our consumer, our business and maybe our culture.
App Creator & Developer
Boaster | 2013
Concept, UX/UI and producer. Boaster is your smacktalk sidekick app for tennis, squash, badminton, racquetball, table tennis, darts, snooker, shuffleboard and arm wrestling. Boaster creates some fun, fightin’ words to share on Facebook. Author of “Diary of an App” blog documenting the trials and tribulations of getting an idea from my head into the AppStore.
Boaster has now been retired.
Freelance Creative Director
Hershey's Social Media, Bring Change 2 Mind | 2013
Hershey's: concept development, art direction and design for 5 x brand's micro content and seasonal social campaigns.
BC2M: traditional and social campaigns promoting Glenn Close's foundation to end the stigma of mental illness.
Creative Director
W20 Digital San Francisco | 2012 – 2013
Visual design; digital, social, integrated campaigns; brand strategy, development and leadership; app and content development: for agency clients big and small, including: E&J Gallo Wines, Hershey’s, Genomic Health, Pfizer. I set the creative vision, while rolling up my sleeves to do the work, too.
Senior Art Director
DDB Group San Francisco | 2005 – 2011
Print, TV, digital, collateral, events, OOH, education for consumer and healthcare clients: ConAgra, OneTouch, Animas, Diabetes Care Coalition, Mentor body aesthetics.
Art Director
Publicis New York | 2004
Print, TV, radio, OOH for packaged goods clients: NyQuil/DayQuil, Prilosec OTC, Thermacare, Bounty, Charmin.
Art Director
D'Arcy Worldwide/DMB&B New York | 1999 – 2003
Print, TV, radio, design, OOH for packaged goods clients: Capital One, Ernst & Young, Crest, Swiffer, Alldays, Always, Charmin, Heineken, Dawn, Fixodent, Crest.
Art Director & Designer
Big Green Door / Asylum Design / PolyGram Universal / Saatchi & Saatchi London | 1997 – 1999
Long & short freelance assignments for a variety of London-based ad agencies and design studios.
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KNOW-HOW
Photoshop, InDesign, Illustrator, Final Cut, CapCut, Figma.
Academy of Art San Francisco
NYU Continuing Education
British D&AD School
Australia Art Directors & Writers School (AWARD)
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ESSENTIALS
I’m dog-mad, tennis-nut and cheerleader for all things Aussie.