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Work Background
Bendon GroupGM Marketing & Digital - Bendon NZ & Australia
Feb. 2022 - Jan. 2025Auckland, New ZealandLed the marketing and brand transformation of an iconic heritage brand, repositioning it for modern consumers while maintaining its legacy. I developed and executed a future-focused omnichannel strategy that spanned retail, e-commerce, and wholesale, ensuring brand consistency and relevance across all customer touchpoints. Key Achievements:
Brand Repositioning & Transformation – Played a pivotal role in refining Bendon’s brand narrative and positioning, culminating in the launch of a new strategic direction. Omnichannel Growth – Led marketing strategies across DTC, retail, and wholesale, ensuring a seamless, connected customer journey. Campaign Leadership – Developed integrated campaigns that celebrated authenticity, diverse representation, and modern storytelling, aligning with shifting consumer expectations. AI & Data-Driven Innovation – Implemented AI-powered customer service tools and automation to enhance engagement and personalisation. Digital & E-Commerce Expansion – Strengthened the brand’s digital presence and e-commerce ecosystem, driving engagement and revenue growth. Strategic Partnerships & Leadership – Managed external agency relationships and internal creative and marketing teams to deliver high-impact marketing initiatives. Bendon’s transformation was about more than just marketing—it was about redefining a brand’s place in the world and how it connects with its audience. My time leading this change was a true navigatiion of legacy brands through modern reinvention—blending heritage with innovation, storytelling with insights, and strategy with execution.
Good FeedingChief Marketing Officer
May. 2019 - Jun. 2022Auckland, New ZealandAt Good Feeding we believe every child, every day, everywhere deserves optimal nutrition. Through knowledge and support, parents can instill healthy eating habits, setting their children up for life. We deliver solutions from moving babies from breast milk or formula to flavor and palate training in a way that encourages flavor acceptance, healthy preferences and establishes good eating habits, all the while ensuring children are well-nourished for optimal growth and development. Good Feeding was founded with the purpose to provide a simple, holistic and proven solution that supports new parents and empowers them to give their babies what they need to become adventurous eaters and happy, healthy children. Using innovative technology to produce incredible tasting, vibrant and textured baby food Good Feeding is a personalized infant nutrition solution delivered via subscription, direct to the consumer. It included a digital platform used to sell, empower, engage, and track personal developments, education and offer support. As a strategic partner to the CEO, the critical link between stakeholders and the leading brand and marketing strategy champion, my role it to put the customer at the centre of everything we do and take this exciting new proposition to the US market. My role is to focus the brand strongly within the DTC baby food space and create a meaningful brand connection with consumers. We needed to differentiate the brand as an innovative, thoughtfully developed system by showcasing the whole ecosystem as the best way to support both Mum and baby. My mandate was to drive a cohesive, purpose-driven platform and brand experience to build an audience, grow brand awareness and drive sales. That allowed us to tell deep and engaging stories that connect consumers with both the mission and the products. https://content.goodfeeding.com/manifesto-video
myenginelabCompany Director
Apr. 2018 - Jun. 2022Auckland, New ZealandFounded and led My Engine Lab, a boutique consultancy focused on brand strategy, content ecosystems, and digital transformation. Worked with startups, DTC brands, and established businesses in transition—helping them define their identity, craft their narrative, and build marketing frameworks that scale. Key Focus Areas:
Brand Strategy & Positioning – Developed clear, compelling brand identities that resonate and evolve with market shifts.
Marketing & Growth Strategy – Built customized marketing ecosystems, aligning content, storytelling, and performance for maximum impact.
Content & Narrative Development – Created editorial frameworks, campaign storytelling, and multi-channel content strategies for deeper audience engagement.
Customer Journey Mapping – Designed end-to-end experiences that connect content, commerce, and brand storytelling.
Advisory & Consulting – Partnered with founders, CMOs, and creative teams to refine go-to-market strategies and marketing execution.
My Engine Lab was never about running an agency—it was about solving brand challenges, helping businesses think bigger, and turning creative ideas into commercial success. The work spanned industries, but the goal was always the same: build brands that stand for something, tell stories that connect, and create marketing that moves.
hazelandwoodsDirector Of Digital Services
Jan. 2013 - Jan. 2017Auckland, New ZealandResponsible for a portfolio of clients and delivery of the digital and creative products delivered through strategic council with a focus on business objectives. Led digital and communications strategy, platform and infrastructure recommendations, and solved challenges above and beyond client briefs. Future-proofed my clients as they progress their digital marketing and data capabilities.
Creative Design and AdvertisingAccount Director
Oct. 2005 - Oct. 2006Wellington & Wairarapa, New ZealandKey to this role was building relationships and advocacy for the agency, thereby growing the Wellington arm of this Design Agency’s business. I was responsible for the strategic and day-to-day management of a critical client account/s spanning all aspects of the company, advising on initiatives ranging from media campaigns to design & build projects to creative. Provide operational direction and leadership to establish and maintain a culture of teamwork, achievement, accountability and outcome focus. Responsible for the delivery of quality creative work and regularly involved with pitches for new business, approaching these with both a creative and commercial mindset.
Whybin TBWASenior Account Director
Jan. 2005 - May. 2008AucklandResponsible for the smooth running of key client accounts – operationally, creatively and financially – reporting to the Business Director/Managing Partner. My key focus was creating the best possible environment to produce the best possible work and responsible for ensuring that my team had the right time and resources to deliver; all building the respect and loyal commitment of my team, department and agency as a whole. Focussed on bringing outstanding creative work to life, I became known as the ‘suit that could get ideas made’. Senior point of contact for clients and effective leadership of internal teams, and responsible for the effective development of strategies and efficient delivery of client advertising Campaigns. Utlised my background in digital and traditional advertising with full awareness of creative processes and techniques.
Mobea Maternity LtdMarketing and Brand Manager
Oct. 2004 - Nov. 2006Wellington & Wairarapa, New ZealandMy role was to lead the brand development and launch strategy and activation. Then to drive audience engagement and aquistion with a key focus on brand awareness, building trust, and effectively telling the Mobea story. With soon-to-be Mum at the heart of Mobea, our focus was on truly understanding our Mums on their journey. Our team was small but mighty, and I bought a deep understanding of consumer dynamics, cross-channel expertise, eCommerce, brand and product knowledge as well as experience in delivering lead gen integrated campaigns to this role.
Clemenger BBDO WellingtonSenior Account Manager
Nov. 2002 - Oct. 2005Wellington & Wairarapa, New ZealandKey to this role was building relationships and advocacy for the agency, thereby growing the Wellington arm of this Design Agency’s business. I was responsible for the strategic and day-to-day management of a critical client account/s spanning all aspects of the company, advising on initiatives ranging from media campaigns to design & build projects to creative. Provide operational direction and leadership to establish and maintain a culture of teamwork, achievement, accountability and outcome focus. Responsible for the delivery of quality creative work and regularly involved with pitches for new business, approaching these with both a creative and commercial mindset.
Saatchi & SaatchiDigital Producer
Jan. 2001 - Nov. 2002WellingtonAssisted the Senior Digital Producers on digital and interactive initiatives managing the entire lifecycle development and implementation of consumer marketing campaigns, promos and content.
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