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Work Background
Mentoring The EliteCreative Director & Marketing Manager
Jul. 2024 - Oct. 2024Sydney, New South Wales, AustraliaHelped Australian start-up in the Elite Elite Youth Athlete space create their brand and launch in market. • Created the overarching Brand Strategy for Mentoring the Elite
• Created their go-to-market Channel & Marketing Plan
• Created their Social Strategy
• Created their USP, Brand Pillars, Brand Personality & TOV
• Helped secure $250K in funding with my Brand Strategy pitch document used as a sales tool
• Ideated and created campaign assets for social, print & CRM
• Facilitated introductions to Basketball contacts for funding and customer acquisition
Chargrill Charlie'sCreative Director & Marketing Manager
Jun. 2022 - Jan. 2024AustraliaLead the marketing & creative for the brand, the catering business, the app, their merch and LAM for all 19 stores. • Created their first marketing plan and brand book
• Ideated & created of Charlie the Chicken brand mascot
• Launched the Charlie’s app with a 50% average increase In orders and 8,000 new users, with 5K orders in just 4 weeks
• Concepts, copywriting & art direction of all comms • Oversaw the output from social and PR agencies
• Worked with the owners to use creative problem-solving, storytelling and promotions to drive sales and build fame
• Increased social following by 2K & engagement by 28+% • Creation of CRM audience of 457K+ with 41% open rate
• Directly brought in over $70K+ in catering sales during the World Cup & Footy Finals • Approached GWS AFL team and managed to become an unofficial sponsor – creation of an all-team event hosted at in-store, catering of their end-of-season Mad Monday, and earning the following of the players and love of our brand
• Created an ongoing partnership with Sports Entertainment Network – earning us free media
• Represented Chargrill Charlie’s in a corporate boxing fight
R/GAAssociate Creative Director
Oct. 2020 - Dec. 2021Sydney, New South Wales, AustraliaWorked at RGA for an extended contract as an Associate Creative Director across a number of their key clients and won a pitch for them for the Australian Ethical business. • Concepts, copywriting, art direction & creative direction
• Mentoring & creative direction of other creatives
• Overseeing voiceovers, edits, film & photography shoots & animation
• Won a new business pitch for Australian Ethical
• Created a new Kleenex brand campaign & Viva paper towels campaign with 32% sales growth
• Created and launched a 2020-themed promotional product for Jimmy Brings, which was nominated at The Spikes & AWARD award shows
M&C Saatchi AustraliaFreelance Senior Creative
Jun. 2018 - Dec. 2018Sydney, AustraliaAfter 1440 folded, I was absorbed into the wider M&C group and worked as a senior creative (copy) on the BWS account.
M&C Saatchi AustraliaFreelance Creative Director – 1440
Mar. 2018 - Jun. 2018Sydney, Australia• Overseeing creative output of the 1440 agency within the wider M&C group
• Pitching to clients
• Managing creatives & designers
• Presenting to clients & stakeholders
• Concepts, creative strategy, copywriting, art direction & creative direction
• Overseeing voiceovers, edits & animation (The 1440 group folded in June and I was absorbed into the wider M&C group.)
AFFINITY GroupCreative Director
Aug. 2017 - Jan. 2018Sydney, AustraliaI worked at Affinity as a Creative Director, overseeing the creative output of the agency and managing our team of freelance creatives and designers. • Pitching to clients
• Managing creatives & designers
• Presenting to clients & key stakeholders – including AdNews & B&T Agency of the Year Panels
• Concept creation, creative strategy, copywriting & art direction
• Overseeing voiceovers, photo and film shoots and animations
REBORNCreative Lead
Oct. 2016 - May. 2017Sydney, Australia• Overseeing the creative output of the agency
• Managing junior creatives
• Concept creation & creative strategy
• Copywriting & art direction of campaigns
• Presenting and pitching to clients
• Won the pitch for a piece of the MILO business & Emporia Tissues
• Concept creation and creative strategy, copywriting and art direction of campaigns
• Ideation of brand names & taglines for start-ups
• Overseeing edits, voiceovers, film and photo shoots and animations
The Brand AgencyFreelance Senior Copywriter
Mar. 2015 - Apr. 2015Perth, Australia• Worked as a freelance Senior Writer at the Brand Agency across a number of their clients
• Copywriting & creative concepts for MS Society WA Print campaign & the Water Corp
• Website & EDM copywriting
• Copywriting for Outdoor campaign for The City Of Stirling
• Copywriting for Perth Airport
• Won a number of PADC awards
Soap Creative ServicesFreelance Senior Copywriter
Aug. 2014 - Nov. 2014Sydney, Australia• Copywriting and concepts for ING pitch
• Copywriting and concepts for NSW Health Department – Emergency Services
• Creative Direction
ODDFELLOWS DENTSU PTY LTDFreelance Creative Director
May. 2014 - May. 2014Sydney, Australia• Creative ideation & Creative Direction for Integrated pitch for the Lexus account
• Copywriting & crafting of the pitch presentation
• Creative Direction of animation, film and art direction • Presentation of Lexus pitch to key international stakeholders
JOY.Freelance Senior Writer
Nov. 2013 - Dec. 2013Sydney• Copywriting & concepts for integrated launch campaign
• Launched the Sydney radio station KIIS FM
Whybin TBWAFreelance Senior Writer
Aug. 2013 - Sep. 2013Melbourne Area, Australia• Copywriting & concepts for ANZ
• Creative presentations to key stakeholders at ANZ • Copywriting & concepts for McCain Pizza TVC campaign
• Copywriting & concepts The Age print campaign
Naked Communications EuropeFreelance Senior Creative
Oct. 2012 - Mar. 2013• Creative concepts, copywriting & art direction for The Art Series Hotel
• Creative concepts, copywriting & art direction for Stubbies Schoolwear
• Creative concepts, copywriting & art direction for Chambord liquor
• Creative concepts, copywriting & art direction for IFAW animal protection
• Presentations to key stakeholders
• Creative strategy & creative collaboration
• Won Warc Prize for Innovation 2013, Cannes Silver Promo & Activation Lion
• Won Silver Effie, Gold Effie & Bronze Effie
• Won Silver ADMA & Gold ADMA
• Won Gold Spike
SplendooCreative Consultant
Sep. 2012 - Oct. 2022SydneyOver a decade of experience working as a creative consultant in Sydney, Melbourne, Perth & Dubai. • Worked as a Copywriter, Art Director, Creative Director & Brand Strategist
• Won a Silver Cannes Lion, a Gold Spike, a Gold, Silver & Bronze Effie, a Gold & Silver ADMA, 6 Silver PADC awards, 1 Bronze PADC award for ‘Best Writing’, and more
Saatchi & Saatchi AustraliaFreelance Senior Art Director
Jan. 2012 - Sep. 2012Sydney, Australia• Copywriting, creative strategy, concepts & art direction for Big W, Big W, Toyota, Lexus & Cadbury
• Presenting pitches to key stakeholders
• Won Big W, St George Bank, & Carnival Cruises pitches
• Overseeing TVC shoots, photo shoots, radio records and post-production
Momentum WorldwideSenior Art Director
Jul. 2010 - Jul. 2011Sydney• Copywriting, concepts & art direction for Lion Nathan brands • Hahn Super Dry Amateur Sports Sponsorship & Hahn Super Dry promotion
• Copywriting, concepts & art direction for Durex print campaign
• Copywriting for Coca-Cola Rewards website
• Created the most successful Promotional campaign for Lion Nathan in history
DDB SydneyFreelance Art Director
Aug. 2008 - Dec. 2010• Creative concepts, copywriting & art direction for Tim Tams integrated campaign
• Creative concepts, copywriting & art direction for Tourism Australia campaign
• Creative concepts, copywriting & art direction for Chux Super Wipes print campaign
• Creative concepts, copywriting & art direction for Volvo Golf TVC & print campaign
• Creative concepts, copywriting & art direction for Telstra mobile integrated campaign
Leo BurnettFreelance Art Director
Jan. 2008 - Dec. 2009• Creative concepts, copywriting & art direction for GIO Insurance print & TVC campaign • Creative concepts, copywriting & art direction for Colonial First State Super integrated campaign
• Creative concepts, copywriting & art direction of Subaru Outdoor campaign
• Creative concepts, copywriting & art direction for Canon print campaign
Euro RSCGArt Director
Mar. 2007 - Jul. 2008• Creative concepts, copywriting & art direction for Aerogard print campaign
• Creative concepts, copywriting & art direction for Harpic White & Shine TVC campaign
• Creative concepts, copywriting & art direction for Sydney Water pitch
• Creative concepts, copywriting & art direction for Sydney Water TVC, web & print campaign • Creative concepts, copywriting & art direction for UV Triplegard print campaign
• Creative concepts, copywriting & art direction for Volvo integrated campaign
• Creative concepts, copywriting & art direction for Sony integrated campaign
• Won Sydney Water Pitch
• Finalist at Caxton Awards for the UV Triplegard print campaign
M&C SaatchiArt Director
Jan. 2002 - Dec. 2006• Creative concepts, copywriting & art direction on all key clients
• Creative presentations to key stakeholders on all key clients
• Creative concepts, copywriting & art direction Optus mobile, sponsorship, SME & brand campaigns
• Creative concepts, copywriting & art direction on Qantas brand and sponsorship campaigns • Creative concepts, copywriting & art direction on ANZ product campaigns
• Creative concepts, copywriting & art direction on all IAG brand & sponsorship campaigns
• Creative concepts, copywriting & art direction on MBF (Bupa)
• Creative concepts, copywriting & art direction on Audi print campaigns
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