About Me

I’m obsessed with how brands compound, grow, and sustain.

This focus shapes everything I’ve built, tested, and refined through many years of disciplined intellectual inquiry alongside deep, practical experience.

I have a background in science (B. Pharm), MBA qualifications in Marketing and Brand Management, and an ongoing practice of researching how outlier brands scale and endure.

Across senior roles and consulting engagements, I’ve helped brands lift annual revenue by over $40M, working at the intersection of brand, go-to-market architecture, value creation, and commercial performance.

Internal titles I’ve held include:

–   Head of Marketing
–   Global Marketing Lead
–   Marketing Manager
–   General Manager
–   Head of Business Development

In practice, this means I’ve:

✧   Scaled consumer brand Burrito Bar from four to 32 locations, launching 28 stores across Australia and increasing network revenue elevenfold through predictive demand modelling, site selection, and building scalable marketing infrastructure.

✧   Embedded GTM infrastructure that tripled revenue within three years for outsourcing brand Brisca.

✧   Led global product launches and broader go-to-market work across multiple brands, including SaaS brand GeoNadir, and market entry strategies for talent platforms Upwork and Sidekicker.

✧   Developed full diagnostics and brand strategy across a range of organisations, including the Transform fitness app, software company Dazlab, digital agency iReckon, and SaaS platform Handl.

✧   Led and delivered end-to-end brand refreshes, including weight loss brand Medibod, NDIS provider Flair Community Care, and engineering firm Load Logic.

✧   Launched and hosted the first 70 episodes of Books to the Boardroom, now a top-5 finance podcast in Australia with a 125+ episode catalogue.

✧   Written two books, built my own media brand (The Push) to 20,000+ podcast downloads across 110+ episodes, and spoken at 60+ events.

✧   Worked with international corporates including Knight Frank, Grant Thornton, oDesk, and Elance on growth strategy and market intelligence initiatives.

✧   Architected and embedded GTM foundations and marketing capability for professional service brands including Bookkeeper Connect, Daxcel Financial, and MNS Accounting.

✧   Designed and scaled marketing capability models for growth-stage brands including Aeropets, structuring teams, roles, and specialist capability for sustained execution.

✧   Conducted deep customer and market research for organisations including NAPCO and Five Founders, uncovering non-obvious demand drivers, buying triggers, and category truth to inform strategic direction.

✧   Advised international growth-stage brands including Chilinen and The Good Broker on their brand foundations, market positioning, and go-to-market architecture.

Before moving into full-time consulting, I worked across almost every lever in go-to-market, from architecture and commercial mechanics through to advertising and execution.

This included customer, churn, and founder interviews; qualitative research design and insight synthesis; category design, positioning and UVP definition, brand architecture, distinctive asset systems, messaging frameworks, rebrands, and brand refreshes; and the design of measurement frameworks and brand tracking to support commercial decision-making.

That work carried through into go-to-market architecture; product, pricing, and offer design; marketing and sales capability; interim and fractional leadership; buying from, managing, and aligning agencies to business strategy; and campaign execution across SEO, SEM, email, social, partnerships, podcasting, events, YouTube, TV, radio, OOH, and community channels.

I’ve worked directly on revenue modelling, demand forecasting, market sizing, intrapurchase periods, seasonality effects, geographic rollout sequencing, and broader growth mechanics.

Of this I’m certain: brand growth is the product of interconnected systems, not isolated tactics.

That’s why I think in architecture, not campaigns.
In culture, not fads.
In immersion, not surface-level analysis.
In clarity, not obfuscation.
In alignment, not hype.
In people, not clicks.
In resonance, not noise.

Having consulted across 25+ industries, the same pattern repeats: when brand, culture, demand, and resonance align, growth compounds.

That alignment is discernible where brand science, human motivation, and behaviour converge.

Minds are probabilistic.
Culture is patterned.
Markets are emergent.
Complexity is unavoidable.
Diagnostics are non-negotiable.
Which means stepping back before rushing forward.
Understanding what’s true before deciding what to say.
Diagnosing before prescribing.

That’s where truth lives.

That’s where the growth levers reveal themselves.

That’s how you build foundations that can flex without breaking.

That’s how you embody, not posture.

This means thinking in mental and market systems, where evidence and creativity coexist, where decisions compound rather than reset.

Where demand is directed, not coerced.

Where the conditions nurturing choice are congruent.

Congruence between what a brand is, how people buy, how culture behaves, how memories form, and how go-to-market systems operate.

When those conditions hold, friction subsides.

Brand isn’t what you say. It’s what you are.

So let’s dig deeper, find what’s true, and build what lasts.