I’ve spent 20 years solving complex problems across brand strategy, behaviour change campaigns, fundraising, digital, and content. The pattern is always the same: the brief is too wide, the strategy tries to do too much, and the impact gets diluted. My job is to cut until only the thing that works is left.

In a crowded marketplace, a brand trying to say ten things says nothing. My approach to brand strategy and identity is rooted in the "art of the cull"—stripping away corporate clutter to uncover the one nugget of gold that defines your positioning. Whether it’s a national fundraising campaign, public health behaviour change, or a corporate rebrand, I find the single insight or "one ask" that moves an audience from indifference to action. From the boardrooms of Sydney to the public sectors of Wellington, I help organisations stop "spraying and praying" and start leading with a ruthlessly specific, high-impact narrative. Once that core strategy is distilled, the execution follows with clinical focus. We don't build "general" digital presences; I build high-performance tools for fundraising conversions, stakeholder engagement, and LinkedIn authority.

CAPABILITIES

BRAND & CAMPAIGNS

Insight | Positioning | Personality | Tone of Voice | Integrated Multi-media | Global Brand Strategy | Behaviour Change | Public Health | Billboards & OOH | Programmatic | Creative Direction

DIGITAL & PAID MEDIA

LinkedIn Ads Specialist | ABM | TikTok Ads | Meta & Pinterest | Google Ads (SEM) | Technical SEO | Conversion Optimisation (CRO) | Content Strategy | Social Video | Lead Generation

FUNDRAISING

Donor Acquisition | Raisely Platform Expert | P2P Optimisation | Integrated Appeals | Direct Mail (DM) | Digital Retargeting | Retention Strategy | Lifetime Value Modelling

AI & QUALITY ASSURANCE

AI Personality Development | Tone of Voice Audits | Language & Safety Logic | Organisational Fit Strategy | Prompt Engineering | Digital QA Audits | Google Bard/Gemini Specialist QA

I've worked across five continents and built relationships with exceptional specialists along the way. When your project needs more than strategic thinking and creative direction, I assemble lean collaborative teams—production specialists, designers, and other experts—to deliver complete campaigns without agency infrastructure or waste.

You work directly with me for strategy and creative leadership, then we bring in the right specialists for execution. It's how I deliver my best work: senior strategic partnership combined with expert execution.