About Me

Not usually one to carry on about myself. But since we’re here.

I love crème brûlée and cross-country skiing.

Now we’ve established that, let’s talk about why you’d want to hire me.

A born creative, but I know strategy.

In October 2023, I joined Foxtel to launch Hubbl, as not just a new product, but a new product category. From the jump, I identified the need to simplify our messaging — to talk about fewer features more conversationally. I created a comprehensive Tone of Voice Guide that unified Marketing and Creative, and building off it, crystallized our brand position as “the upgrade to smart TV without having to buy a new one.” The customer clearly understood Hubbl’s main unique benefit, providing a foundation to introduce other features. As this Familiarity grew, our sales increased dramatically.

Getting ready to “interface with stakeholders.”

Comms generalist. Comedy specialist.

You can tell right? Assuming you can, I honed this craft. A lot. During my 15 years in L.A, I wrote numerous comedy screenplays and sold multiple projects to production companies. I also took years of improv acting and sketch writing. Comedy is my edge in advertising — the ultimate way of claiming attention that the audience doesn’t want to give you in the first place.

To help Hubbl boost Familiarity (ahem, customers understanding what this new product actually does), I pitched a series starring our brand ambassadors, Hamish Blake and Andy Lee. Each spot explained a different product feature — using a strong comedic hook to educate and entertain. Hamish and Andy had a great time bringing my words to life, and the “Did You Know” series drove sales surpassing targets over the Christmas season.

I can lead a team.

While Foxtel brought me in as a Senior Copywriter, I ended up acting more as an Associate Creative Director under our ECD. I worked closely with the design teams on OOH and digital displays, and with editors to finesse my scripts into finished cuts. And when our ECD moved on, I stepped into even more of a leadership role within our team. Hubbl’s steadily-increasing sales and growing social following speaks to my success.

I grow social followings.

Hubbl’s Social team looked to me to help expand their social following. I started generating regular posts, stories and reels, and seeing what worked and didn’t, unlocked Hubbl’s social identity: as a TV expert, giving fans recommendations (inspiration) for what to watch, “packaging” content titles from entertainment with clever visuals and sharp, humorous copy. It was the perfect way to land Hubbl’s value as a streaming aggregator while the brand relevant, in the center of the cultural conversation.

I've basically made AI my b***h.

Over hundreds (thousands?) of hours with all the major platforms, I’ve formulated how to use AI to elevate my work. Always starting with my original ideas and words, I use AI to stress-test them, and through creative prompts, spark new offshoot ideas that I then run with as only a flesh-and-blood Senior Creative can — and a bot can’t. The result for my clients? Wider-ranging, deeper creative thinking — okay, plussed up a bit by AI, but still unmistakably my voice, humor, and energy.

I also have built of vast experience of using LLMs to learn new technology to empower my work: Canva, Notion, the low-code platform, Bubble, to build a music-lyrics trivia game app, and WordPress, to make this site.

My endeavours beyond advertising are my creative edge.

I kinda mentioned this above. But want to “double-click” on it? Double-click here.