Bio
AI, product, and growth.
I'm a product builder, founder and strategist. I build AI products, working from the first rough idea through to something people can actually use.
Media · Omnicom · WPP
That work sits on 30 years of building businesses, teams and digital experiences. I started in media during the first digital wave, moved through senior strategy roles at Omnicom, WPP and independent agencies, then co-founded AnalogFolk Australia in 2011.
AnalogFolk Australia
Founded 2011 · Acquired 2024
We grew AnalogFolk from zero to multiple Agency of the Year wins, a Gold APAC Effie, and work for Tourism Australia, Canon, Hyundai, Afterpay and Pernod Ricard. In 2024, the business was acquired by Bastion.
Strategy · Operating models · Change
Across that career, the recurring problem has been the same: turning a broad ambition into a clear strategy, a working operating model and measurable progress. I've led teams through growth, technology shifts and organisational change, with goals and outcomes doing the hard work of keeping everyone pointed in the same direction.
Now · AI products
AI has compressed the distance between an idea and a working product. I'm now focused on building in that space, and on helping organisations work out which problems are worth solving, what to make, and how to get it into people's hands.