Experience

Six Black Pens

• Australia
• Advertising Services
• 1 - 100 Employee

• Head Of Strategy

  • Sep 2019 - Present



Hulsbosch

• Australia
• Design Services
• 1 - 100 Employee

• Strategy Director

  • Aug 2017 - May 2019

  Responsible for brand strategy development across a range of clients including APNO, Tyro, 86400, AFL and HeartKids. Led research and brand strategy workshops to develop a robust and compelling brand foundation for visual identity and packaging development, as well as leading the advertising strategy and creative development across TV, print, outdoor and digital for Royal Caribbean Cruises. Responsible for brand strategy development across a range of clients including APNO, Tyro, 86400, AFL and HeartKids. Led research and brand strategy workshops to develop a robust and compelling brand foundation for visual identity and packaging development, as well as leading the advertising strategy and creative development across TV, print, outdoor and digital for Royal Caribbean Cruises.



The Behavioural Architects

• United Kingdom
• Market Research
• 1 - 100 Employee

• Senior Behavioural Consultant

  • May 2015 - Jun 2017

  Led the development of behavioural strategies for a range of major clients including AMP, Kellogg's, Snack Brands, Diageo, Unilever and AGL, which apply Behavioural Economics to unlock their specific business problems. As strategic lead, key responsibilities were developing behavioural hypotheses and research methodologies, conducting and analysing research and subsequently developing behavioural strategies. Led the development of behavioural strategies for a range of major clients including AMP, Kellogg's, Snack Brands, Diageo, Unilever and AGL, which apply Behavioural Economics to unlock their specific business problems. As strategic lead, key responsibilities were developing behavioural hypotheses and research methodologies, conducting and analysing research and subsequently developing behavioural strategies.



Clemenger BBDO

• Australia
• Advertising Services
• 100 - 200 Employee

• Senior Strategic Planner

  • Jun 2010 - Dec 2014

  Led strategic communications development for clients including Campbell's, Frucor, GE, MLC, J&J, Pfizer, Stockland and Santos. Highlights: Campbell’s: • Real Stock: Led strategic development for Real Stock resulting in the successful and ongoing ‘Manu’ campaign, integrating TV, packaging and online content and promotion. The campaign led to exceptional 37% growth in sales for Real Stock in the face of heavy competition, and was rated second for overall advertising impact in the Ipsos ASI People’s Choice Awards in B&T. • V8: Developed a category challenging positioning for V8 via a series of collaborative work sessions, and launched V8 Smoothies. Working from product concept research through to strategic development and execution, the launch campaign over delivered on all its objectives, driving 56% growth. Frucor (V Energy): Led strategic development for V Energy with heavy involvement in product concept, strategic positioning and creative research. Developed the successful V Sugarfree campaign, which connected with young females in a male dominated category through outdoor, print, digital and social, increasing sales by 30%. GE: Developed the strategy for GE to showcase their innovation in Australia and reposition their brand, leading to the highly successful ‘Two Letters’ campaign which combined TV, print, digital and experiential to exceed all launch objectives. Pfizer: Pitched and won Pfizer brands Dimetapp, Robitussin and Advil through challenging the brief and delivering a category changing strategy and idea. Show less



DDB Group Australia

• Australia
• Advertising Services
• 100 - 200 Employee

• Senior Account Director

  • Mar 2004 - Nov 2009

  Responsible for a range of major clients including Wrigley's, George Weston Foods, J&J, Clorox, Snack Brands and South African Airways. Whilst running Wrigley's, led the campaign development for the Extra 'Food Creatures' campaign which involved extensive strategic and creative planning development and research leading to a fully integrated campaign which resulted in a bronze Effie as well as winning the global Wrigley’s World Class Communication Awards. The campaign was subsequently adapted in 25 markets. Other highlights were leading the successful launches for Eclipse Mints and Abbots Village Bakery, with full development from product concept testing to final integrated campaigns, working extensively with design and research partners an with both launches exceeding all sales and share objectives. Show less



Leo Burnett

• United States
• Advertising Services
• 700 & Above Employee

• Account Director

  • Mar 2002 - Oct 2003

  Responsible for Kellogg’s adult portfolio communications development: Just Right, K-time, Crispix, Sustain, Be Natural Responsible for Kellogg’s adult portfolio communications development: Just Right, K-time, Crispix, Sustain, Be Natural



McCann - Erickson

• London, United Kingdom

• Account Executive - Director

  • Oct 1995 - Dec 2001

  Responsible for running a range of major clients including Cereal Partners UK, Yoplait Dairy Crest UK, Top Man, Elida Faberge (Vaseline Intensive Care Deodorant), Kerry Foods UK (Walls/Mattessons), Black & Decker UK & Europe, Sega UK & Europe, Nestle Petfoods. Responsible for running a range of major clients including Cereal Partners UK, Yoplait Dairy Crest UK, Top Man, Elida Faberge (Vaseline Intensive Care Deodorant), Kerry Foods UK (Walls/Mattessons), Black & Decker UK & Europe, Sega UK & Europe, Nestle Petfoods.