Brand guardian & creative leader
As Senior Art Director at a leading Sydney agency, I helmed the Woolworths account, specifically overseeing creative for BIGW. In this high-volume, fast-paced environment, I led a team of three Art Directors and collaborated closely with a studio of ten designers. My role spanned talent selection, styling, and creative direction, all while upholding the visual integrity and strategic consistency expected by one of Australia’s most iconic retail brands.
I was later recruited to Mahlab, where I stepped into the Head of Design role to help evolve their creative offering from B2C to B2B channels. There, I championed brand stewardship across diverse content platforms, ensuring every touchpoint reflected the client’s voice with clarity and precision.
In New Zealand, I’ve led creative for Green Cross Health (Life Pharmacy, Unichem, and The Doctors) and Postie Plus, roles that deepened my commitment to building design teams that prioritise brand integrity. Whether shaping campaigns or mentoring creatives, I bring a sharp eye for detail and a deep respect for the brand’s DNA.