25+ years across in-house leadership, agency and consulting roles in Sydney, Dubai and Cairo, from SharkNinja and eBay to the 38 brands I've worked with along the way.
Head of DTC & Performance Marketing
Leading SharkNinja's direct-to-consumer business across Australia and New Zealand with full P&L accountability. Driving customer acquisition, retention, and revenue growth through integrated performance marketing strategies while managing a team of 2 professionals and coordinating 2 agency partners. Reporting directly to the AU/NZ Managing Director as part of the leadership team.
Founder & Managing Director
Founded skillshift, a specialized digital optimization consultancy helping businesses transform their digital performance through data-driven strategies, advanced analytics implementation, and conversion optimization expertise. Working with clients across e-commerce, fashion, food & beverage, and agency sectors to drive measurable business growth through digital excellence.
Full role detailsHead of Growth Marketing
Led comprehensive growth marketing strategies for Gumtree Australia, CarsGuide, and AutoTrader (part of eBay Classifieds Group), focusing on driving marketplace expansion, improving organic visibility, and enhancing the user acquisition funnel across desktop and mobile platforms.
Full role detailsDigital Optimisation Lead (SEO, CRO, Analytics) - Global
Led digital optimization activities across the entire financial portfolio in Australia, New Zealand, UK, Ireland, and Canada. My role spanned across multiple critical workstreams, driving growth and innovation across 13 websites and various digital products.
Digital Experience Director and National Head of SEO
Led multi-faceted roles encompassing Experience Director, National Head of SEO, and Product Owner.
Senior SEO Specialist
Managed SEO, CRO, Digital Analytics, and Content activities for Omnicom MENA, working with major Middle Eastern brands.
Full role detailsSEO Specialist
As the sole SEO professional in a large-scale tech company with over 100 developers, I played a pivotal role in shaping and implementing SEO strategies for major clients, including Orange Telecom and the Abu Dhabi Government. My unique position allowed me to bridge the gap between technical development and digital marketing, driving significant results and cost savings.
Full role detailsProgrammatic Specialist
I've successfully led paid digital campaigns for global brands and achieved international recognition for innovative marketing strategies.
Full role detailsEvery brand I've worked with, newest first. Direct means in-house or a direct engagement; agency means delivered through an agency or my consultancy.
Leading end-to-end DTC performance marketing across paid media, CRO, and marketplace channels, scaling ANZ revenue for SharkNinja's Shark and Ninja consumer brands
Digital optimization and CMS strategy
Boutique performance marketing consultancy delivering SEO, analytics, and digital growth strategies for DTC and enterprise clients
Analytics strategy and implementation
E-commerce optimization consulting
Led SEO and marketplace growth strategy scaling organic acquisition and engagement across eBay Australia
Led growth marketing and SEO strategy across eBay's classifieds portfolio including Gumtree, CarsGuide, and Autotrader
Automotive marketplace digital strategy
Growth marketing strategy and implementation
Led SEO strategy and growth initiatives
Sports nutrition digital marketing and e-commerce growth strategy via SEO and content optimisation
Led global digital optimisation across SEO, CRO, and analytics for humm's buy-now-pay-later platform and consumer finance products
Global digital optimization strategy
Digital optimization and fintech user experience
Healthcare product digital marketing and SEO strategy driving brand awareness and online conversion
Digital strategy and public sector marketing
Digital experience optimization
Led the SEO and digital experience division nationally as Experience Director, managing a portfolio of 50+ enterprise and government clients
Led full-funnel digital strategy including SEO, CRO, and content to drive customer acquisition for one of Australia's leading digital banks
Wealth portfolio SEO and content strategies with cross-channel coordination
Comprehensive SEO and CRO management across 100+ local stores
Managed integrated SEO and digital performance strategy driving e-commerce growth across Adidas Australia's online retail footprint
Healthcare digital marketing strategy
Insurance digital customer acquisition
Executed SEO and digital experience optimisation for Hyatt's Asia-Pacific hospitality portfolio
Skincare digital marketing campaigns
Delivered end-to-end SEO and conversion rate optimisation strategy for BT's wealth management and superannuation portfolio
Drove e-commerce performance and digital strategy across Estée Lauder's prestige beauty portfolio including SEO, CRO, and analytics
Led SEO and digital strategy for Audi Australia's luxury automotive digital presence including model launches and configurator optimisation
Digital strategy and education marketing
Telecommunications marketing strategy
Digital experience optimization and analytics
Digital strategy and service optimization
Digital Director leading paid media, programmatic, and performance marketing for premium clients across the MENA region
Digital marketing and experience optimization
Digital transformation and user experience
Digital marketing and content strategy
Programmatic display and digital media strategy for Nokia's mobile and technology portfolio
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