2025–present

Independent consultant

Working with founders and leadership teams across Australia on brand strategy, marketing strategy, go-to-market and fractional CMO engagements. Acting as a fractional marketing lead to founders and senior leadership, turning unclear marketing priorities into clear strategies, KPIs and execution. Current clients include BCA Group and a confidential national organisation.

Delivering hands-on outputs including GTM plans, brand frameworks, content strategy, CRM builds, campaign planning and launch execution across travel, mobility and consumer brands.

2019–2025

GetYourGuide

GetYourGuide is a global travel experiences marketplace operating in 150+ countries, serving millions of travellers annually. Joined as Senior Marketing Manager in 2019 and progressed to Head of Global Brand, Originals and Consumer Experience by 2021, a role held until leaving in October 2025.

As Senior Marketing Manager, built the partner brand framework for airline and travel partners including EasyJet and United Airlines, and scaled creative production from 5 campaigns to 65. As Brand Lead for the US, led the full US market launch with an 8-figure EUR budget across a 360 media plan from TV to digital, including a Times Square takeover.

As Head of Global Brand, owned the global brand strategy across Originals, multi-market campaigns and consumer journey management. Built Originals by GetYourGuide from concept to 500+ curated experiences across 15 countries in under 12 months. Launched global partnerships with McLaren F1, The Vatican, Netflix and Berlinale. Co-led the discovery platform rebuild with product, improving top-of-funnel consideration for non-ready-to-book travellers.

2018–2019

ZOZO

ZOZO is Japan's largest fashion e-commerce company. Brought in as UK Country Manager to lead the brand's entry into the UK market. Owned consumer targeting, brand strategy and marketing planning from scratch. Activated offline marketing including Stylist Live, and managed press relationships with the BBC, Economist, Daily Mail and the Bauer Group.

2016–2018

Zalando

Zalando is Europe's leading online fashion and lifestyle platform, serving 50+ million active customers across 25+ markets. Joined as Junior Brand Manager for the UK in 2016, progressing to UK Marketing Manager by 2017. Owned brand marketing budget, planned and executed UK campaigns, built influencer strategy and managed major barter partnerships with Mastercard, made.com and Feelunique.

2014–2016

Henkel

Henkel is a Fortune 500 FMCG multinational with €20bn+ in annual revenue. Hired onto the graduate programme before finishing university. Progressed through the sales and marketing programme into assistant brand management, owning category-leading products including NoMoreNails and managing the full Unibond rebrand. Moved into category marketing managing £10m in annual sales across key UK retail accounts including Wilko, B&M, Poundland and Amazon.