I’m a Sydney-based Senior Creative Lead, Art Director and Brand Creative Consultant with 17+ years’ experience across fashion, lifestyle, retail, eCommerce, editorial and campaign direction. I help fashion and lifestyle brands sharpen their creative direction, campaign storytelling and customer-facing brand expression across eCommerce, social, EDM, paid, retail and content channels.
My strength is translating brand vision, product priorities and customer insight into clear creative direction, creating work that feels visually strong, commercially considered and connected to the customer.
Across roles with Rebecca Vallance, Tutu Du Monde, St Frock, Cue, Veronika Maine, Nourished Life, BIG W and leading Australian fashion and lifestyle publications, I have led creative across campaigns, shoots, eCommerce content, social, EDM, paid creative, visual merchandising and multi-channel brand rollouts.
I work closely with founders, creative directors, marketing teams, eCommerce teams, designers, photographers, stylists, retouchers and content creators to bring creative ideas into clear execution.
My work sits between brand and commerce: defining the creative direction, shaping the campaign story, guiding the team, building creative systems and ensuring the final output works across the customer journey.
I am available for senior creative roles, project-based creative direction and consulting across brand audits, campaign direction, shoot planning, content strategy, creative workflow systems and fractional creative leadership.
For work enquiries, consulting projects or senior creative opportunities, please get in touch.