About Me

I’m not 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.

I combine strategy and creative -- and make the complex simple.

In October 2023, I joined Foxtel to help put Hubbl, which was not just a new product, but a new product category, in every Australian home. From the start, 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, helped crystallize our brand positioning as “the upgrade to smart TV” without having to buy a new one.” The customer understood Hubbl’s unique benefits, and our sales increased dramatically.

Humour is a strong suit.

It’s in my blood. While working 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. That’s been a major boost as a copywriter. To help Hubbl boost Familiarity (ahem, customers understanding what this new product actually does), I pitched a series of spots 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 quarterly sales well above target.

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.

Having gained the trust of Hubbl Marketing 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 spent thousands of hours using AI.

Since late 2022, I’ve been using LLMs and other AI applications on a daily basis — to stress-test concepts and scripts, and through strategic (creative) prompts, grab new inspiration that make my output stronger. I also integrate into my process AI design tools from Canva to Firefly. The result is my clients deeper, richer concepts and executions, supercharged by AI, but still unmistakably my voice, humor, energy.

(I also have thousands of hours of experience of using AI to learn. I’ve become proficient in the low-code platform, Bubble, to build a music-lyrics trivia game app. And WordPress, to create this website from the ground up.)

My endeavours beyond advertising are my creative edge.

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