My career has been quite varied, so far, definitely not your usual graduate-to-agency-type story (you . I've been the sole designer running creative across an entire country, remotely. I've been a freelancer, juggling projects and building a brand from a blank page with a founder who had a great idea but no visual identity, also working for agencies as a free agent. I've worked in-house, inside fast-moving retail environments where the brief changes daily and the assets needed to be perfect by morning and sent by the afternoon. Sometimes doing both freelance and full-time work. Each version of the job taught me something the others couldn't.‍ ‍My design experience has the best of both worlds.

Right now, I'm leading all creative for TCL Electronics across Australia and New Zealand. National campaigns, AFL and Olympics partnerships, showrooms, roadshows, retail rollouts. The full picture is handled by one person with the full support of the small local marketing team. This is not my first rodeo; I’ve worked both as the sole designer on many in-house teams and in teams big and small. It's taught me how to think strategically at scale while still caring deeply about the details, and it's also helped me diversify my skill set into content creation, social media, video and photo editing, digital marketing, copywriting, content and creative direction, AI, and so much more.

Before that, through freelancing and in my own business, I spent years working closely with small business owners and entrepreneurs across lifestyle, health, and education, people who needed someone who could think about their brand holistically, not just make it look good. That work sharpened something in me: the ability to bridge strategy and execution, to be in the room as the concept is being shaped and still be the person who ensures the final file is right. I love being part of the whole equation to solve a creative problem!