Senior Business Director | Droga5 Sydney - May 2025 - Present 

NRMA Insurance (IAG). Transport for NSW.

Lead on all day to day operations of the NRMA Insurance and newly on Transport for NSW with 3 direct reports. 

• Implementation of cross-functional ‘A Help Company’ brand positioning including oversight of CX, personalised marketing and paid comms. 

• Launch of NRMA Insurance centenary year campaign ‘Help for the next 100 Years’ 

• Financial ownership of a 7 figure annual retainer and production budget to meet marketing objectives across brand, product and retail layers. 

• Lead on annual NRMA Insurance Cricket Australia Partnership, with flagship Ashes activity across 2025/6 season including paid, earned owned and shared channels across the five test series. 

Senior Business Director | Thinkerbell Sydney - March 2024 - April 2025

Menulog. Tooheys (Lion). V Energy (Suntory Oceania).

Leadership across a range of key Thinkerbell clients, delivering integrated paid and earned strategies alongside development and delivery of integral Masterbrand projects:

• Tooheys lead including development of 2024 Toohey’s State of Origin campaign (Gold at B&T’s 2024 sports sponsorship draft) and ‘Tooheys on Tour with the Dune Rats’ an earned, owned & paid live music initiative running across NSW. Now extended into 2026.

• Lead on the Menulog account, working in partnership with the head of Brand and Media at Menulog. Included development of 100% AI produced brand campaign ‘What’s Good in Your Hood’, strategic deal-based campaigns and new product launches for alcohol and grocery delivery.

• Lead on Suntory Oceania V Energy Masterbrand strategic positioning and integrated creative campaign ecosystem.