Portfolio
I specialize in transforming complex business challenges into scalable systems that drive growth, reduce cost, and improve customer experience. Here's how I've done it — across industries, technologies, and teams.
WSABE Excellence in Marketing Award
Award-winning campaign recognized for transformative customer impact and operational innovation.

"The Marketing Excellence Award is fiercely contested, but seeing a first-time winner like you is truly refreshing! Your exceptional performance blows past industry standards. Congratulations on breaking the mold!"
- Award Presenter WSABE 2021
Simplifying the Customer Journey: Award-Winning Results
300%
Website Traffic
Organic growth
395%
Social Media
Engagement increase
269%
Email Opens
Improved open rates
258%
Email Clicks
Higher click-through
Communications and Stakeholder Excellence
People Wizards | Co-Founder & CMO | 2024-2025
Challenge
Identified $65B+ market opportunity across four communication verticals with critical intelligence gaps and 73% user dissatisfaction rates in existing solutions.
Solution
  • Led full brand development and go-to-market strategy including logos, website, copy, page templates, and brand identity
  • Developed MVP platform (dating.wtf) using Webflow, Ouseta, and Make integration
  • Executed beta testing program for initial market validation with real users
  • Completed Founder University for advanced startup methodology and business development
  • Conducted early-stage strategic market analysis focusing on dating, relationships, corporate, and mental health sectors
  • Developed go-to-market strategy informed by initial customer feedback and validation insights
Results
  • Functioning MVP launched with beta user validation and market testing
  • Complete brand ecosystem developed from concept to market-ready platform
  • $120B+ TAM identified with clear market penetration strategy
  • 94% customer validation through comprehensive user research
  • End-to-end platform development - strategy, branding, website, and user experience
  • Beta user feedback integration informing product development and market fit
AI-Powered Communication Intelligence Platform
Western Sydney University | 2022-2023
Challenge
Drive high-stakes communications for $2B development program involving multiple political, industry, and community stakeholders.
Solution
  • Designed stakeholder engagement frameworks grounded in data
  • Delivered strategic marketing campaigns across institutional channels
  • Navigated and de-escalated politically sensitive communications
Results
  • Delivered 4 industry awards for project excellence
  • Strengthened institutional reputation through trust-building campaigns
  • Enabled cross-sector collaboration under complex governance requirements
Clarity Through UX & Website Transformation
Provider+
Challenge
A rapidly scaling service provider with an unclear value proposition and fragmented online presence. Leadership required a new 60+ page website, while BAU remained uninterrupted.
Solution
  • Conducted user interviews and clarity audits to define pain points
  • Developed clear messaging architecture across service lines
  • Streamlined jargon-heavy content into conversion-focused UX copy
  • Delivered full website in <4 months with BAU continuity
Results
  • Reduced service call times through self-serve clarity
  • Improved deal closure rates via better comprehension of offerings
  • Enabled scalable marketing aligned with sales enablement needs
Transforming the Customer Journey
Trafalgar Fire
Challenge
Fire protection leader with growth ambitions faced critical scalability barriers:
  • 300+ collateral pieces confusing customers and support teams
  • Multiple inconsistent technical documentation formats
  • Disjointed information architecture limiting growth potential
Solution
  • Centralized digital hub consolidating resources
  • Standardized technical manuals (single source of truth)
  • Interactive installation videos with QR codes
  • Mobile-optimized customer experience (78% traffic)
Results
  • 300% website traffic increase
  • 300 QR code scans monthly
  • Reduced customer confusion and technical support calls
  • Improved onboarding efficiency and customer satisfaction
Website Pivot Amidst Merger
Trafalgar Safety
Challenge
  • Integration of two acquisitions with 60+ similar pallet variations causing confusion
  • Limited e-commerce interface hindering UX
  • Need for unified brand and product positioning
Solution
  • Content audit identifying key differentiators
  • Streamlined navigation with 4 customizable core products
  • Interactive product pages with dropdown menus
  • Cohesive brand identity across acquisitions
Results
  • Multi-million dollar government contract linked to improved UX
  • Enhanced user control through customization
  • Clear, consistent brand presence
Innovation Engagement Development
Western Sydney University | Program Manager
Challenge
Limited event capacity and budget alongside growing demands for brand awareness, student recruitment, and stakeholder engagement.
Solution
  • Launched the Laser Wizard Innovation Awards, connecting 300 students with SMEs and government grant programs.
  • Digitally transformed engagement program administration, reducing manual workload by 75%.
  • Streamlined scheduling and resource sharing by aligning multiple programs for multi-use of staffing, venues, and catering, increasing events from 50 to 104 annually on the same budget while tripling audience reach.
  • Delivered immersive experiences including VR demonstrations, robotics showcases, solar car projects, and women in STEM initiatives.
Results
  • Year-on-year recruitment goals exceeded with increasing applicant quality.
  • Boosted brand awareness from 20% to 90% of the target market.
  • Doubled event capacity and tripled audience reach without increasing budget.
  • Created a sustainable pipeline of innovation partnerships and ongoing community engagement.
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