PUBLISHING + CONTENT

I've spent my career understanding audiences and fandom first, then tailoring organic and commercial content to them. Publishing taught me that thinking, and has shaped everything from digital ecosystems and television to branded content, marketing launches, artist identities and original series.

I've launched publications, localised global media brands, built Australia's first FAST youth television channel, developed commercial publishing products and helped businesses rethink how editorial and commercial teams work together. That work has included PEDESTRIAN, VICE, Refinery29 Australia, Pedestrian Television, The Chainsaw, Urban List, The Betoota Advocate, Cosmopolitan Australia, T Australia, and many more.

Music moves fast, and naturally stretches that approach. Every artist and release needs an identity that works where their audience is. I've led creative direction, campaign ecosystems and production for Guy Sebastian, Mansionair, MAY-A, Chanel Loren and Masterworks Live, building campaigns that live well beyond launch.