[ { "role": "Founder & Managing Director", "company": "Vyvid Brands", "endYear": "", "endMonth": "", "location": "Sydney", "startYear": "2024", "startMonth": "1", "currentRole": true, "description": "Driving brand strategy and marketing for next-gen materials and circular systems.\n•\tBuilt, evolved, and launched material brands by defining comprehensive brand strategies, including identity creation, naming, market positioning, messaging, and content.\n•\tConducted competitive audits, and trend analysis to craft compelling brand positioning and messaging that drove market adoption.\n•\tDesigned and implemented comprehensive marketing plans and budgets, leading to measurable business growth and increased customer engagement.\n•\tDelivered thought leadership platforms, content strategies, and media plans to establish clients as industry authorities." }, { "role": "Senior Strategist & APAC Business Representative", "company": "BRAIND Ingredient Brand Consulting", "endYear": "", "endMonth": "", "location": "Sydney", "startYear": "2011", "startMonth": "4", "currentRole": true, "description": "Shaped market-defining ingredient brands and drove strategic marketing for innovative components and B2B2C technologies.\n•\tDesigned brand strategies and co-branding systems that established premium market positioning, driving value chain pull-through and increased partner adoption rates.\n•\tDelivered actionable recommendations to C-suite executives through strategic workshops and presentations, influencing long-term marketing strategies and industry leadership.\n•\tDeveloped marketing toolkits to enhance co-marketing success across industries, including textiles, automotive, and interior applications.\n" }, { "role": "Senior Brand Strategist, self-employed ", "company": "YV Creative Brand Development ", "endYear": "2023", "endMonth": "12", "location": "Berlin & Sydney", "startYear": "2008", "startMonth": "9", "currentRole": false, "description": "Developed brands for startups and rebranded established businesses in Europe and APAC.\n•\tSpearheaded strategic branding and rebranding projects, including the successful Australian market entry of an award-winning B2B apparel brand, \n•\tLed consumer research, and delivered Australian market entry strategy, marketing plans and budget, building an award-winning brand and measurable business growth.\n•\tDirected all aspects of brand execution, managing creative, financial, and project operations for multi-channel campaigns across events, photography, video, web, digital, and print media.\n•\tConducted market research and used data-driven insights to develop and continuously optimise marketing strategies. \n" }, { "role": "Strategy Director", "company": "Mainspring", "endYear": "2008", "endMonth": " 7", "location": "Sydney", "startYear": "2005", "startMonth": "9", "currentRole": false, "description": "Developed and led the agency’s strategic planning team, expanded client services, and grew capabilities and revenue.\n•\tBuild, trained, and managed a high-performing agency team to deliver exceptional brand strategy services tailored to financial, consumer products, and NGOs. \n•\tSecured new high-value clients through strategic pitches and successfully expanded service offerings in consulting and branding. \n•\tLed the development of brand names, identities, campaigns, and marketing toolkits." }, { "role": "Head of Brand Strategy Consulting", "company": "BBDO Peter Schmidt Group", "endYear": "2005", "endMonth": "5", "location": "Frankfurt, Germany", "startYear": "2001", "startMonth": "11", "currentRole": false, "description": "Led the strategy division of Germany’s No 1 brand agency, creating award-winning brand identities for global Fortune 500 clients across manufacturing, aviation, finance, medical and technologies.\n•\tDeveloped comprehensive brand strategies that drove significant market differentiation and client success across global industries.\n•\tBuilt and led a high-performing team, developed brand strategy tools ensuring the seamless delivery of innovative, industry-recognised branding solutions.\n•\tCo-authored a book and presented at key industry events, contributing to the agency’s reputation as a leading authority.\n" }, { "role": "Senior Consultant", "company": "BBDO Peter Schmidt Group (formerly Design.net AG)", "endYear": "2001", "endMonth": "11", "location": "Frankfurt, Germany", "startYear": "1999", "startMonth": "11", "currentRole": false, "description": "Advised blue chips in automotive, technology, capital and consumer goods markets on positioning, brand portfolio and design strategies, combining strategic insight with design expertise." } ]