[{"role":"Brand Creative Director","company":"Crypto.com","endYear":2025,"endMonth":"3","location":"Singapore / Global","startYear":2024,"startMonth":"3","currentRole":false,"description":"Part of the leadership team for the in-house Brand Creative Studio, a cross-functional team spread over the APAC region. Led the content writing team, shaping tone of voice and editorial systems across digital platforms. Led platform-optimised and culture-aware creative for LinkedIn, X, Instagram, and YouTube. Key architect in rebuilding the global organic content strategy with a focus on audience growth and customer acquisition."}, {"role":"Content & Creative Director","company":"Trout Creative (Reece Group)","endYear":2024,"endMonth":"3","location":"Melbourne","startYear":2022,"startMonth":"2","currentRole":false,"description":"Drove integrated campaign development spanning digital, retail, social, and brand. Led the content strategy across B2B and B2C in the home and built environment sector. Collaborated with product, digital, and marketing teams to ensure consistent voice and visual identity across platforms."}, {"role":"Head of Content","company":"Jock Zonfrillo (Celebrity Chef)","endYear":2021,"endMonth":"12","location":"Melbourne","startYear":2021,"startMonth":"9","currentRole":false,"description":"Developed brand and content strategy for Jock’s YouTube and social channels, focusing on platform-native storytelling and audience growth. Managed end-to-end production, producing and directing 80+ cooking videos. Worked closely with Jock to ensure content was authentic and creatively aligned to his brand voice."}, {"role":"Creative Director","company":"Latitude Financial Services","endYear":2021,"endMonth":"9","location":"Melbourne","startYear":2019,"startMonth":"10","currentRole":false,"description":"Built the in-house creative/content team from scratch, delivering a 12x cost efficiency vs. external agencies. Led integrated brand and content campaigns across multiple products (LatitudePay, GEM Visa, insurance) throughout Australia and New Zealand. Delivered one of Latitude’s most successful content-led campaigns — FOMO PROMO."}, {"role":"Manager Creative & Content","company":"Yarra Valley Water","endYear":2019,"endMonth":"10","location":"Melbourne","startYear":2018,"startMonth":"6","currentRole":false,"description":"Built and led the in-house content team for Victoria's largest water utility, overseeing end-to-end content development across digital platforms, community publications and community events. Developed a comprehensive content strategy for the organisation's entire communication ecosystem."}, {"role":"Content & Creative Director","company":"J Walter Thompson","endYear":2018,"endMonth":"7","location":"Melbourne","startYear":2016,"startMonth":"8","currentRole":false,"description":"Led development of integrated social campaigns across retail, FMCG, and lifestyle brands. Co-developed the agency’s Connected Content approach; a framework for building integrated content ecosystems tied to customer journeys."}, {"role":"Content Director","company":"AJF Partnership","endYear":2016,"endMonth":"8","location":"Melbourne","startYear":2014,"startMonth":"2","currentRole":false,"description":"Creative lead for social content ideation and production across clients including Target, Officeworks, GM Holden, and Dept Of Health. Co-created in-house content production studio to deliver cost effective content at speed and scale."}, {"role":"Creative & Content Director","company":"Freeform & Earlier Roles","endYear":2014,"endMonth":"2","location":"Australia + International","startYear":1993,"startMonth":"1","currentRole":false,"description":"Creative leader and owner at Freeform, an independent brand and content agency. Led creative direction at TBWA/Chiat/Day (New York) and other senior roles, directing TVCs across multiple regions."}]