Brand & growth strategy for founders who want a clearer, more deliberate path forward.
I work at the intersection of strategy, psychology, and brand, partnering with founders and leadership teams to translate scattered effort into focused momentum.
My area of genius lies in identifying growth problems, building the strategy to overcome them, and advising teams on how to bring the strategy to life.
Most growth problems can be overcome with greater clarity.
My work begins with the founder. We unpack what's actually happening in the market, the team, the data, and the offer, then build a strategy with enough rigour to defend itself and enough soul to be worth following.
From there, I sit alongside leadership as a thinking partner: shaping positioning, sharpening messaging, defining the audience, and giving the in-house team or agency partners a clear plan to execute against.
The throughline is behavioural. I'm trained in psychology and design as well as marketing, and the most important deliverable is always clarity of direction.
Strategy-led work across brand, growth, and the spaces in between. Engagements typically run as fractional retainers or focused consulting sprints.
Positioning frameworks, brand architecture, and messaging systems that give a business a clear, defensible point of view.
Diagnosing the real growth lever, whether channel, offer, audience, or message, and building the strategy and roadmap to move it.
Direction across paid, SEO, CRM, and eCommerce, designed for the in-house team or agency to execute with confidence.
Segmentation, customer psychology, and behavioural science applied to make brands more relevant and harder to ignore.
Site direction, UX strategy, and conversion logic. Defining what a digital experience needs to do before designers and developers build it.
Campaign architecture, narrative direction, and content strategy that ties brand, performance, and PR into one coherent story.
Agency, in-house, and independent. The through-line has always been strategy first, with the breadth to know what good execution looks like.
A focused strategy practice for founders who want a clearer, more deliberate path to growth. Engagements span positioning, referral strategy, website direction, offer structure, and marketing priorities, turning scattered effort into focused momentum.
Embedded strategist for founders and leadership teams across wellness, design, hospitality, and healthcare. Brand positioning frameworks, audience segmentation, growth roadmaps, and CRM systems, translated into clear direction for in-house teams and agency partners to execute.
Reporting directly to founders. CTR +140%, CPA −55%, CPC −40%, engagement +120% across client portfolio.
Set strategic direction for national campaigns across healthcare, lifestyle, and technology within a specialist behavioural science team, applying psychology and behavioural economics to positioning, concept development, and creative execution.
Presented strategy to senior stakeholders, securing buy-in across C-suite and agency leadership.
Directed digital growth, content, and brand strategy across multiple national titles and verticals. Led cross-functional creative, data, and editorial teams to reposition brands and improve commercial impact.
Advised national clients on social, content, and production strategy, bridging creative and media teams to ensure unified storytelling and culturally relevant campaigns.
Led digital transformation and eCommerce expansion, achieving a 267% increase in online revenue. Oversaw brand marketing, creative production, and campaign delivery across digital, social, and retail.
Oversaw brand and marketing through a period of major expansion, growing membership from 300 to 1,000+ members. Launched the Function Well Restoration Zone and developed its go-to-market strategy. Worked directly with ownership on direction, reporting, and budget.
Felons Brewing Co. News Corp VML Publicis Function Well Swimming Australia TerryWhite Chemmart Howard Smith Wharves World SuperCross
A grounding in behaviour, business, and the science of design.
Currently taking on fractional and retainer engagements with founders ready for a clearer direction.