C-level strategist for brands that want to appeal to a bigger audience
Every project I take on starts with the same question: what do you want people to feel about the brand, and where are those people getting their information from?
Everything else - the publicity, the media interviews, the events, the campaigns and the TV programs - are just the tools we use to get you there.
I work at executive level, stepping into brands as a fractional Chief Marketing Officer, Chief Strategy Officer or Chief Brand Officer, depending on what the business needs.
You get a senior leader inside the team without the full-time salary, and I'm not handing your account to a junior after the first meeting.
I set the strategy, build the campaign, assemble the right specialists and see it through to delivery myself.
Fractional CMO, CSO and CBO
For brands that need senior leadership but aren't ready for a full-time hire.
As Chief Marketing Officer I own the marketing strategy and manage your agencies and in-house team.
As Chief Strategy Officer I work with the founder or board on where the business goes next and how it gets there. As Chief Brand Officer I look after what the brand stands for and make sure every touchpoint says the same thing.
Most clients need a mix of the three, which is the point of having one person do it.
Brand Strategy + PR
Positioning, messaging and campaign development for brands entering new markets or reintroducing themselves to old ones. I've spent 15 years doing this across Australia, the UK, Asia and the Middle East, so "how will this land in a different culture" is a question I answer from experience rather than guesswork.
Events + Experiences
From intimate chef collaborations to festival-scale programming, I design events people talk about afterwards, because an event nobody mentions is just expensive catering.
TV + Branded Content
I bring visual storytelling to brands: branded series, campaign films and presenter-led content that people actually want to watch. Having sat in both the writer's room and the boardroom, as well as hosted my own program, I know how to make content that serves the brand without feeling like an ad.
Consulting + Advisory
For brands that don't need someone embedded, just senior input when it counts: campaign reviews, launch planning, crisis counsel, or a straight answer about why something isn't working
Who I’ve Done It For
My client list is deliberately hard to pin down, and I like it that way.
I've built campaigns for global restaurant brands like Swiss Butter, designed event concepts for Vivid Sydney and Marina Bay Sands, and worked with the Singapore Tourism Board and Destination NSW on food festivals that made sure a destination tells the right story.
I've launched boutique hotels in France, Morocco and Sydney, and worked with airline programs like KrisFlyer, cultural institutions like M+ in Hong Kong, and celebrity chefs like Nelly Robinson. On the lifestyle side, the range runs from technology startups like LiVELY all the way to the GOAT of puzzles, Rubik's Cube, and somewhere in between all of that I've written for television too.
Through The Atticism, the PR agency I founded in 2012, I've run campaigns for hospitality and lifestyle brands across the UK and Australian markets, alongside tourism boards, restaurant groups and cultural institutions throughout the Middle East, Australia, Asia and Europe.