My career has been defined by adaptability, continuous learning, and a deep passion for marketing. It all began at Coca-Cola in Queensland, where I learned the importance of sales and merchandising. I quickly grasped how promotions and pricing drive demand in retail, and with a branded car and endless supplies of product, I became the envy of my peers. But it was more than just fun—I developed an early appreciation for how essential it is to create demand in a competitive marketplace.

After living in the UK, working at a small marketing agency, I expanded my skills across branding, PR, and product launches, working with a variety of clients. This experience provided a broad understanding of marketing fundamentals, from creativity to strategy. Upon returning to Australia, I joined Pinpoint Marketing and worked on Visa’s account, including the Sydney 2000 Olympics campaigns. These projects gave me insight into client service and the power of strategic sponsorships and partnerships, particularly in elevating a brand’s global image.

My move to Visa was a career-defining moment. I rose through the ranks, eventually taking on regional roles across Australia, New Zealand, and Asia Pacific, before landing in San Francisco as part of the global team responsible for Visa’s IPO. Moving from a not-for-profit association owned by banks to a publicly listed company was monumental, and being part of a team that raised $55 billion through the IPO was an experience that taught me the importance of centralised organisation structures that set a framework for local adaptation, as each market maturity is so different. At Visa, I learned how emotional connections, through sponsorships like the Olympics and FIFA World Cup and partnerships with celebrities and brands like Disney, could set a brand apart when the product itself was often perceived as indistinguishable.

When I returned to Australia, I took a year off to complete an MBA at Macquarie University. With fresh knowledge, I launched a marketing consultancy, working with great brands such as Johnson & Johnson, Visa and Hawker Pacific. One of my key clients was Woolworths, where I eventually took on the role of Head of Services Marketing and Product Marketing. At Woolworths, I led one of the largest credit card migration projects in Australia and launched successful products like Woolworths Mobile. I was also part of the team that helped establish WooliesX, a division created to deliver seamless shopping experiences across stores, online, and apps. This role gave me invaluable insight into how data, technology, and customer experience can come together to drive growth.

At Woolworths, I saw firsthand the impact of a customer-centred, data-driven approach. We rolled out new services like one-hour delivery and in-store pick-up, which contributed significantly to the growth of online shopping revenues. This was an exciting period of innovation and rapid transformation, and I learned that combining digital capabilities with customer insights could revolutionise the retail experience.

Later, I took on the role of Chief Marketing Officer at the Heart Foundation, where I led a campaign that went beyond marketing – it saved lives. The ‘Serial Killer’ campaign not only won awards but also demonstrated the real-world impact that strategic marketing can have. It reinforced my belief in the power of purposeful marketing to drive positive change.

After my time at the Heart Foundation, I joined Movember as Chief Marketing & Experience Officer. This role deepened my understanding of how marketing, data, and customer engagement can work together to make a significant difference in people’s lives.

In addition to my roles, I’ve been lucky enough to serve as a Board member of the Australian Marketing Institute for the last three years, an organisation I truly believe in. It’s been an incredible opportunity to give back to the industry that has given me so much enjoyment, allowed me to work with amazing people, and offered me a career I’ve thoroughly enjoyed. I also mentor up-and-coming marketers through the Marketing Academy, helping the next generation find their way in this dynamic field.

Now, as a Senior CX & Marketing Consultant at Digital Frontier Partners and Director at TW Consulting, I use my experience to help organisations navigate their own digital transformations, optimise customer experiences, and build effective marketing strategies. My journey has taught me that success comes from understanding the balance between technology, data, and the human experience. This combination is what drives long-term business growth and customer loyalty.