Big-company thinking.
Roll-up-your-sleeves style.

Over five years I helped double revenue by taking significant share from banks and credit cards, building one of Australia's most trusted consumer brands, driving merchant partner businesses to grow in the process.

I was there when Afterpay was an ASX darling and when it was acquired by Block. Started as Director of Brand for ANZ, took on Growth + Product Marketing, then in 2024 became VP Marketing International, leading the full marketing program across AU, NZ, UK + Canada. The most senior marketer, reporting directly to Nick Molnar (Afterpay founder, now leads Sales + Marketing at Block Inc).

Accountable for driving part of the consumer side of the P+L, in partnership with product, sales, risk + customer service, then executing the full marketing funnel to deliver variable profit through new customer acquisition, increased frequency, product attach + brand health.

Directly responsible for: brand strategy, growth/performance marketing, CRM, sponsorships, social, trade + merchant marketing, media + advertising, product marketing, and go-to-market.

Rebuilt the team using AI + still exceeded targets

• When the team was cut by 60%, ran a transformation program using AI + technology to do more with far less.
• Exceeded revenue targets in every market: ANZ +18% YoY, UK +21%, Canada +13%.
• Market share: >80% in AU, >90% in NZ, >20% in UK.
• Launched new BNPL regulations in NZ, AU + Canada.
• Grew to most trusted BNPL brand in ANZ + UK.

Proved ROI for brand advertising

• Gold at Mumbrella Awards: Data-Driven Marketing Campaign of the Year.
• Effies finalist in 5 categories for marketing effectiveness.
• "Afterpay Where You Wouldn't Believe": drove new vertical adoption, proved brand spend delivers positive ROI.
• "Pay Better" with Rebel Wilson: two-year integrated brand platform that redefined how Australians thought about Afterpay.

Made work that moved the needle

• "Old Money Doesn't Like How New Money Works": tackled brand rejection head-on.
• "Own It": repositioned Afterpay for financially savvy consumers.
• 600 UGC ads, recognised by TikTok for excellence in performance marketing (influencer/UGC).
• Launched Amazon, Uber Eats, Dan Murphy's, Ampol + more.

Sponsorships that punched above their cost

• Afterpay Australian Fashion Week: 3 consecutive years, $99M p.a. earned media value.
• Daniel Ricciardo partnership: year-long multichannel campaign, 42M reach.

Made Afterpay Day a commercial juggernaut

• Introduced "Carpe Diem" as the Afterpay Day trade platform; drove 21% YoY growth.

Turned around customer acquisition when it was broken

• Reversed a 20% YoY decline to 6% growth within 12 months.
• Rebuilt the full conversion funnel + performance marketing from the ground up.

Founding marketing hire for Australia's biggest sports streaming platform, a start-up inside Foxtel/News Corp. Joined just after finishing my Executive MBA. Built the brand, team + go-to-market from scratch.

• Developed + executed the strategic sales + marketing plan to grow Kayo's subscriber base.
• Accountable for go-to-market across marketing, brand, sales, customer engagement, social + publicity.
• Owned brand positioning, identity, all advertising + content marketing including creative + media planning.
• Led a 16-person in-house creative services team across Kayo, BINGE, Watch AFL/NRL.

• Grew Kayo to 600K+ subscribers: ~19% of Australia's sporting population, ~$122M revenue p.a.
• Built awareness from 0% to 83% in under 3 years.
• Ran 8 large integrated campaigns with full measurement frameworks, leveraging mass-market channels + sophisticated digital strategy.
• Hired + built a high-performing sales + marketing team using cutting-edge agile working practices, regarded as a role-model across the Foxtel Group.
• Won Mumbrella Sports Marketing Team of the Year 2019.
• Won News Corp Brand of the Year 2019, first subsidiary company ever to secure the award.

Where I went deep on performance marketing + ecommerce. Built Optus's first mobile site, led retention + digital customer marketing, and owned ecommerce channel development. Learned to connect brand + commercial outcomes in a highly competitive, price-sensitive category.

My foundations. Hands-on experience across digital merchandising, prepaid segment management + mass-market retail distribution through Coles + Woolworths. At 3 Mobile, designed the first prepaid product, which gave me a commercial + product lens I've carried through everything since.