High-performing creative with a record of delivering award-winning campaigns across diverse industries. With an international perspective gained from living and working in Australia, Singapore, Germany and the UK, brings a unique blend of creativity and cultural awareness to every project. Thrives when developing elegant solutions to effectively communicate the essence of unique products in a truly compelling way. Adept at leading creative teams and fostering innovation, consistently driving exceptional results that elevate brands and captivate audiences.

CORE COMPETENCIES

Graphic Design ▪ Marketing Communications ▪ Desktop Publishing ▪ Typography ▪ Advertising

Packaging and Labelling ▪ Visual Arts and Illustration ▪ Campaign Development ▪ Product Design 

Technical: Adobe InDesign, Acrobat, Photoshop and Illustrator ▪ QuickTime

SELECTED CASE STUDIES

COSTA COFFEE

      • Pitched and won the Costa Coffee retail account for Karmarama.

      • Created marketing campaigns to reinforce coffee credentials, highlighting barista expertise and, emphasising bean quality from sourcing to roasting, and promoting seasonal food offerings.

      • Ideated and designed unique cups for a Christmas campaign which delivered outstanding engagement and turnover. Exploded social media presence with a campaign incorporating customer interaction with the cups and enabled Costa’s first £1m day.

      • Took Costa from #4 to #1 market position in the UK coffee sector, then supported their international expansion to become the world’s largest coffee shop brand.

ASIA PACIFIC BREWERIES

      • Hired on behalf of McCann’s Singapore to challenge Carlsberg’s market share in the region, especially in the high-alcohol segment, where Special Brew held unrivalled market dominance.

      • Workshopped and developed a brand – Baron’s Beer – that retained European heritage whilst resonating with the core Singaporean drinker.

      • Captured half of the strong beer category within a few weeks of launch, as well as 5% of the overall beer market in the country. Set the foundations for success which enable the beer’s continued success in Asia to date.

PROFESSIONAL EXPERIENCE

Independent / Freelance August 2023 – Present 
Creative Director / Art Director

Karmarama August 2012 – August 2023 
Creative Director

  • Worked on campaigns for Costa, Onken, Jamie’s Italian, Plusnet and Shell, among others.

  • Helped make Costa the #1 Coffee brand in the UK then expand worldwide.

  • Drove customers to Jamie’s Italian with an array of bespoke marketing that solved different perception issues.

Crayon August 2009 – August 2012 
Creative Director

  • Worked on campaigns for Sony and Honda

  • Supported category-defining product launches for Sony, including 3D TV, camcorders with projectors and NEX digital cameras. Created the “Get the VAT back this Christmas” campaign, which received an unprecedented response.

  • Owned retail marketing for Honda. Delivered a campaign that achieved a 280% revenue upswing.

The Marketing Store November 2007 – May 2009 
Group Creative Head 

  • Shaped retail experience for Vodafone. Created monthly consumer and business marketing campaigns, covering proximity marketing, POS, window display and bespoke FSDUs.

  • Delivered the highly successful launch of the BlackBerry Storm, a Vodafone exclusive handset.

  • Recognised for significant contributions to Vodafone’s success, with The Marketing Store consistently being awarded more creative projects.

B&P Frankfurt 2004 – 2007 
Creative Director

  • Owned Europe-wide Corvette and Cadillac accounts. Launched 6th Generation Corvette, Cadillac BLS and Escalade.

Buckfield Lord 2000 – 2004 
Creative Director

  • Managed creative work for Mercedes Benz, Kenwood, Tefal and Bentley Motor Cars.

  • Helped make Mercedes’ Sprinter the #1 van in the UK.

  • Supported the agency move to London and merger with SWK. Continued relationships with key clients and took on additional work for Canon, Deloitte and Touche.

McCann Singapore 1998 – 2000
Creative Director

  • Worked on accounts for Nestlé, Power Gas, Coca-Cola and Asia Pacific Breweries.

McCann-Erickson Australia 1995 – 1998
Associate Creative Director

  • Levi’s, Coca-Cola, Coca-Cola, IBM, Asthma Foundation, Nurofen and Johnson & Johnson.

Earlier Employers: Abbott Mead Vickers ▪ Leo Burnett Australia ▪ Chiat/Day 

EDUCATION
BA Communication Design, Maidstone College of Art