I’m passionate about understanding the intersection of audiences, media and brands.
I help brands connect with audiences in a noisy environment where traditional advertising methods are increasingly futile.
Every brand has a unique story but I follow some guideposts that I have found work across industries and categories from breakthrough technologies to brick and mortar retail.
The human brain is built to perceive, interpret, and synthesize stories. We are wired for storytelling, creating a sense of narrative flow even when it isn’t obvious. My approach to scoping and development helps brands define and project an intuitive narrative that creates a strong bond with target audiences.
The best brands are not static, they evolve with their audience and create experiences. My communication frameworks build in touch points that nurture brand communities to attract new audiences by word of mouth, create opportunities for the brand to connect across platforms and focus on activation strategies that build on shared connections that rally around core values to drive community engagement and attachment.
Brands do not live in isolation. They influence and are influenced by the world around them. To create attachment you have to reflect culture and an intuitive awareness of where it’s going. Media and entertainment create cultural norms, which is why I leverage the world of design, production, digital media and the entertainment industry to build audience engagement by being relevant.
- Brand manifestos
- Defining brand purpose
- ICPs and consumer personas
- Film, series and podcast development
- Brand studio structure
- Soup to nuts development to distribution video and audio production – podcasts, film, series and campaigns
- Editorial management
- New product launches
- Distribution and monetization
- Influencer strategy
- Engagement strategy
Software and Ad Platforms
- Google Ads, Analytics and Merchant Center
- Google Workspace (Slides, Docs, Sheets)
- Facebook Ads
- Spotify Advertising
From 2014 through 2020, at the award winning production company Zero Point Zero, as the SVP of Development and Marketing, I oversaw development, distribution and monetization of films, television, podcasts and digital publishing.
I collaborated with world class brands and foundations including Sonos, Unilever Entertainment, Sir Kensington’s, YETI, Volpi Foods, Spotify, The Rockefeller Foundation, Mastercard, Hennessy, among others on strategy and creative. The work spanned series and films on Netflix, film festival favorite feature documentaries, genre defining podcasts, partnerships with global sports federations, social campaigns, thought leadership events, integration deals and other unorthodox but high return tactics to connect and build long term equity with audiences.
Prior to Zero Point Zero, I spent a decade launching and leading marketing for the kitchen brand Breville in the North American market. During this period sales grew to $250M with EBITDA of $44M. The brand is currently valued at more than $3B on the ASX.