MY STORY
I am passionate about Innovating, building brands, and pretty much anything that relates to digital marketing, design and technology. I lead from the front, and love to lean in and take on the biggest, grittiest business challenges.
For the last fifteen plus years I have worked for the New Zealand baking division of George Weston Foods 'GWF'. GWF is an FMCG business that makes packaged bread, baked small goods and pies & savoury products. In my time with the business, I've worked on Tip Top® Bakery, Ploughmans® Bakery, Bazaar®, Two Hands®, Big Ben®, Dad's Pies® and The Baker's Son®.
I've been with GWF for so long for two reasons. The first is GWF is a well-resourced and locally governed business division. Which means I have been able to lead and collaborate in developing and executing the business and brand strategies. This local autonomy has allowed me to execute over 60 marketing and innovation projects. At the time of this website being published I have delivered well over 60 projects and I’m pleased to say that the majority of them delivered on their objectives.
The second reason is the business encourages its staff to think and act like owners. Which is helped with the ability to execute change above but has also given me the latitude to develop new skills which is why I’ve pushed myself to build out competencies in a wide variety of areas including digital marketing, website design (and development) and more recently graphic design, video production, 3D modelling and augmented reality. Originally, I got into the creative skills as I wanted to effortless visualise new product and promotion ideas and develop selling tools that consumed budget reducing the amount of working media investment.
These days I see myself as a native ideator and innovator, who approaches business challenges with multiple lens and a whole of business mindset. I will often leverage the entire stack of my skills to work through different problems often leveraging analytical, marketing and creative workflows all in sequence to solve an issue or illustrate the value of an opportunity. I have found that the more polished an idea looks and the less you need to rely on conceptual visualisation the easier it is for internal and sometimes external stakeholders to engage in the unknown.
On this website you'll find a collection of branded projects that have either been pivotal in improving brand performance or were particularly important to me.