I’ve spent almost two decades building brave brands across Europe, America and Aotearoa. Along the way I’ve honed three superpowers.

1. I’m an expert at weaving together creativity, data, and strategy in unexpected ways. The end result tends to be brands that change behaviour and scare the sh*t out of the competition.

2. As a teacher, storyteller, and leader of creative and strategy departments, I’ve learned how to inspire people out of silos, turn opposing forces into tight teams, and coach brave brand-building partnerships.

3. I’m confident co-creating brave brands with anyone - teenagers, Michelin-starred chefs, founders or CEOs - by cultivating their curiosity and creative confidence.

Work Experience.

2022 - 2025
Chief Marketing Officer at Goodnature
Worked with CEO, Co-Founders and Board to transform the Goodnature brand, from humble Kiwi trapping company to global pest control trailblazer. Led B2B, PR, brand and direct marketing efforts, across NZ, AU, UK, CA and USA, culminating in launch of the world's smartest mouse trap. Highlights include securing B Corp Certification in 2023, Gold Pin at 2024 Best Awards for Mouse Trap launch campaign, and Fast Company Most Innovative Company Award in 2025.

2021 - 2022
Strategy Director at Curative
Led an incredible team of strategists, co-designers and behaviour change experts, partnering with them - and communities across Aotearoa - to reinvent Youthline’s brand and bridge the gap between young people and politics with engagement platform The Hive.

2020 - 2021
Creative Partner at BC&F
Headed a brilliant creative department and created campaigns for some of New Zealand’s most loved brands including Meridian, Subaru and Tegel. Won a competitive pitch for the entire Pizza Hut account, and launched their new 'Yumpire' brand platform which had phones running so hot some franchisees had to switch them off in the weeks following launch.

2017 - 2020
Education Innovator at HU Creative Business Bachelor’s Programme
Designed and implemented a four-year education journey alongside other industry experts, that prepares students for jobs that don’t yet exist in the creative industry. Led the brand strategy, human-centered design, future foresight and content strategy courses, and coached teams of traditional educators to bring these courses to life in the classroom.

2016 - 2017
Creative Director at VanMoof
I worked with the founders and CMO to take the VanMoof brand global, launch their now-iconic electric bikes, and build an in-house creative department of writers, designers and filmmakers to bring that brand to life at speed.

2014 - 2016
Senior Storyteller & Project Lead at IDEO San Francisco
Learnt human-centered design from the source, led storytelling and experience design projects for Kate Spade, Chase and the City Of Gainesville, and spent six months in Berlin helping tech company Zalando distill and scale their purpose across a team of 10,000.

2013 - 2014
Digital Copy & Content Lead at Tommy Hilfiger HQ
As lead writer at Tommy Hilfiger's Global HQ in Amsterdam, I was responsible for championing the brand's tone of voice and creating editorial content for all e-commerce and social media channels.

2010 - 2013
Copywriter at 180 Amsterdam
Pitched, concepted, wrote and produced ad campaigns for global brands including adidas, DHL, ASICS and PlayStation.

2006 - 2010
Junior Copywriter at Saatchi & Saatchi Auckland
Earned my stripes at one of New Zealand's most awarded agencies, creating work and winning awards on local and global accounts including Toyota, Lexus, Telecom, Westpac Bank and Television NZ.