I always wanted to be a forensic scientist, and even did work experience in the forensic morgue. But after starting my Bachelor’s degree in Psychology, I realized I needed to do something more creative.
I started my career in 1999 as a Graphic Designer in Sydney. After finishing AWARD school, an intensive conceptual advertising course for writers and art directors, I joined Ogilvy as an Art Director. During my time there, I worked on creating television commercials and print ads for well-known brands such as Dove, Qantas, LG, and Diet Coke.
In 2007, I impulsively moved to New York and immediately fell in love with the city. I began working in the digital realm at Digitas, where I managed clients such as Amex, Samsung, and Pfizer. Looking to shift away from pharma, I joined The Wonderfactory, an independent digital agency that focused on creating prototypes for apps and digital publishing products. At The Wonderfactory, I collaborated on creating user-friendly experiences for clients, including Barnes & Noble's Nook e-reader, The New Yorker, NBA, Better Homes & Gardens, New York Mag, and Coca-Cola, among others.
As a Group Creative Director at the digital agency Organic (BBDO), I was responsible for leading and managing teams of up to 18 creatives, including designers, art directors, copywriters, UX designers, editors, and developers. Additionally, I served as a member of the Leadership Team, working closely with the General Manager, CEO, and CCO to oversee the daily operations of the agency's New York office.
In 2015, I started working for Aesop Skincare, a luxury brand that I am truly passionate about. As the Global Head of Digital Creative and Content, I lead a team of six direct reports and up to twelve freelance resources, including designers, UX designers, editorial writers, motion editors, and developers. I work closely with the creative director, global digital and marketing teams, as well as all regional teams, to ensure that our internal creative department of over 30 people approaches every project from a digital-first mentality with acute attention to detail. We focus on content creation, digital concepts, and UX and service design for retail experiences, all through the lens of meticulous design and conceptual thinking.
Since then, I have led creative teams and worked on rebranding Esteé Lauder's Aveda, including their launch in China with TMall. I have also served as the VP of Creative at goop and currently hold the position of VP of Creative at Credo Beauty. At Credo Beauty, I oversee the entire creative representation of the company and its brands, Exa and Follain. This includes retail architecture design, packaging design, visual merchandising, site design and development, and all campaign creative, through storytelling and visual expression. Additionally, I ensure that all projects are completed within the budget and timeline constraints while managing resources efficiently.
I put my heart and soul into my work, and like to lead by example.