Marketing & growth leader from Brisbane, working globally.
I've worked across FMCG, retail, property, finance, health and hospitality, embedded in each brand as an extension of their team. That breadth has given me a sharp instinct for what actually creates growth, and for the difference between marketing that just looks busy and marketing that sells.
I've helped scale FroPro from two products to twenty-one and 250 stores to 1,500, run Red Bull campaigns woven into culture, and led the marketing launch of a half-billion-dollar Westfield development in New Zealand. Inside my own agency, Matter, I built a 3,800-strong creator network driven by real engagement, not vanity metrics.
Now I want to channel all of it into one: to stop spreading myself thin across dozens of brands and go all-in on a single one, giving it the focus and energy it deserves. I care about the craft and the commercials in equal measure, and I'm still learning every day.
I build the acquisition system, not just the campaign. Paid across Google and Meta, SEO and conversion optimisation, wired into GA4 attribution so every dollar traces to a booked outcome, not a vanity click.
Identity systems that get remembered and sell. Naming, logo, packaging and guidelines. Premium never has to mean complicated; I systemise a brand so it scales without losing its soul.
Art direction and production across photo, video and social. Content built to perform twice: once organically, once as ad creative. Real, tactile, on-brand, never stock.
Place and centre marketing. Activations, launches and multi-tenant campaigns that move real-world foot traffic, from national FMCG launches to shopping-centre takeovers across AU and NZ.
A proprietary 3,800 creator network, run as a system. Sourcing, vetting, seeding and ambassadors, benchmarked on real engagement, not follower vanity. Tens of millions of combined reach.
The logic layer beneath the creative. n8n pipelines, GPT agents, automated reporting and outreach that remove the manual so a small team ships like a big one. The edge most marketers don't have.
Thirteen years, two studios, one obsession with the work.
I started Dept Group in 2013, a creative studio that grew to a team of six and launched FroPro into Woolworths nationally, produced content for Red Bull and Johnny Rockets, and ran shopping-centre campaigns for Westfield across Australia and New Zealand.
In 2021 I evolved it into Matter Agency, a full-service growth agency fusing brand, content, influencer and an AI automation layer. Across both, I've led strategy, creative and delivery for 150+ brands.
Creative studio; brand, content, digital and web. Grew to a team of six.
FroPro to Woolworths, Red Bull, Westfield (AU and NZ), Everton Plaza, Queens Plaza.
Evolved into a full-service growth agency; FMCG, property, finance, health.
Performance, attribution and the Matter Marketing Engine; 3,800 creator network.