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Scale & Impact

01 / Commercial Strategy & Revenue Growth

  • Scaled market-leading affiliate content: Commanded a $15 million total revenue target across seven of the country’s largest digital brands, delivered a 103% year-on-year revenue increase.

  • Pioneered social commerce: Spotted TikTok's little-known shopping capabilities before anyone else in the market, became the first Australian company to use them, and delivered a 2,619% average ROI.

  • Won high-value contracts: Led pitches for and landed multi-million dollar deals with L'Oréal, Audi, Tag Heuer and Amazon - plus Nike's commercial content partnership for the Women's World Cup.

  • Launched Australia's first commercial podcasts: Modern Babies set the template for branded audio and the market still follows it.

02 / Operational Command & Team Governance

  • Owned multi-brand P&Ls: Full financial and operational accountability for Women's Health and Men's Health - transforming legacy print titles into digital-first businesses.

  • Led international, multidisciplinary teams: United cross-functional teams of 12 to 40+ at Nova Entertainment, Daily Mail and Edge Agency.

03 / Portfolio Modernisation & Business Turnarounds

  • Repositioned and relaunched legacy brands: Turnarounds across Foxtel, News Corp, Nova Entertainment and Weight Watchers - tripling audiences and expanding EBITDA to lift business valuations ahead of market exits.

  • Built new revenue streams: Launched D2C offerings at Women's Health and Men's Health, expanding revenue streams beyond publishing.

  • Modernised operations for efficiency: From custom software that cut Foxtel's production costs by up to 75%.

  • Led high-stakes advocacy: Communications and lobbying strategies for brands and NFPs, including Royal Commission responses and Federal funding campaigns.

04 / Awards 

  • Winner, Gold, Pearl Awards (New York): Content Director of the Year; Best Publication

  • Winner, Content Marketing Awards (London): Best Use of Video

  • Winner, AC&E Awards (Australia): Best Use of Content

  • Winner, Mumbrella (Australia): Cover of the Year

  • Nomination, AMA (Australia): Editor of the Year, annually 2014-2015

  • Nomination, Logie Awards (Australia): Most Popular TV Commercial for Invictus Games

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