Selected Work
Brands I’ve helped build, shape and grow.
Oh My Days: Embedded Growth Partner
I partnered with Oh My Days as an embedded growth partner, working across brand, digital, and in-store experience to scale the business over a 10-month period.
This wasn’t a standard agency engagement. I operated inside the business, aligning every touchpoint – from paid media to physical storefront – into one cohesive growth engine.
What I led:
Full-funnel paid media across Meta and Google Ads, driving online and in-store revenue, local markets, pop-up events and third party delivery services
Complete Shopify build, improving conversion, UX, and product positioning vs previous site
Brand evolution, including the creation of a new logo and complete brand guidelines which refined the visual direction
Creative direction and production, delivering ongoing high-performing video and image assets
Email/SMS marketing strategy (Klaviyo) to drive retention and repeat purchase
Social and community management, ensuring consistency between paid and organic
Retail and physical brand uplift, including:
New storefront branding for the 1st & 2nd location
External signage coordination with signwriters
Outdoor upgrades to enhance street presence
Campaign strategy and execution across key retail moments
Ongoing strategic advisory, supporting decisions beyond marketing
Continuous optimisation, testing and refining creative, audiences, and offers
Impact: In 10 months
~$200K + in online revenue generated
In Cafe revenue growth of ~$95K+ = +12.9% vs YOY
Improved performance across delivery channels including Uber Eats
A fully connected marketing ecosystem, aligning brand, digital, and in-store experience
I wasn’t brought in to run ads.
I was brought in to build growth & momentum and create a system the business could grow into. ROI 2.04x
Role: Complete Digital, Brand and Marketing overhaul
AUXILIARY Coffee: Brand Creation & Launch
I partnered with AUX Coffee from the ground up, shaping the brand, digital presence, and go to market strategy from day one.Built as a modern coffee label inspired by music culture, AUX was designed to feel distinct, considered, and culturally relevant from its first release. Imagine a Coffee brand built as a record label.
What I led:
- Created a whole brand ecosystem from conversations with AUX and a logo
- Brand universe kit – Including full guidelines
- Brand strategy and identity development, defining tone, positioning, and creative direction
- Website design and build on Shopify, delivered on a very fast turnaround to support launch
- Go to market strategy, aligning product, messaging, and launch execution
- Creative direction, ensuring a cohesive visual language across digital and product
- Paid media strategy across Meta Ads to drive early traction and awareness
- Content direction, shaping how the brand shows up across digital platforms
- Content to support launch and a 9 episode social series
- Ongoing strategic input, supporting the evolution of the brand post launch
The outcome:
- Successfully launched a distinct, culture led coffee brand
- Established a clear visual and brand identity from day one
- Built a digital foundation ready to scale across eCommerce and paid channels
- Positioned AUX as more than a product, a brand shaped by music, culture, and community
I wasn’t brought in to execute.
I was brought in to build the create & build the brand properly from the start.
Role: Brand ideation +Build & Digital Launch
Fone King: Rebrand & Relaunch
I worked across Fone King’s rebrand and relaunch, helping bring together marketing, content creation/production brand, retail, and digital into one cohesive direction.
This wasn’t just a visual update. I worked closely with internal teams and external partners – including designers, e-commerce managers, founders, high end production companies and social teams to align the brand across every touchpoint.
What I led:
- Rebrand rollout across digital, retail, marketing, campaigns & paid media
- Direction of content and campaign execution
- Go-to-market strategy for the new brand identity
- Oversight of e-commerce experience and launch
- Retail and in-store brand alignment, including activations and events and fit out re-fresh
Impact:
- Successful relaunch across all key channels
- Consistent brand experience across digital and physical environments
- Strong month-on-month sales performance post-launch
Role: Marketing, Rebrand & Launch Lead
Flight Risk: From Zero to Launch
I led the go-to-market strategy and launch for Flight Risk, a new e-bike brand built from the ground up.
Working alongside a small internal team and external partners, I helped shape the brand, define how it showed up, and bring it to life through campaign, content, and digital.
What I led:
End-to-end go-to-market strategy
Brand positioning and launch direction
Campaign development across paid and organic
Creative direction across content and brand assets
Media buying and performance setup
Impact:
350 e-bikes sold in month one
Strong brand entry into market with clear positioning
Cohesive launch across brand, content, and performance
Role: Go-To-Market & Launch Lead
Studio.SC: Rebrand & Launch
I worked with Studio.SC through a full rebrand and launch, helping transition the business into a more elevated and competitive position after over 40 years.
Operating across brand, content, and execution, I acted as the bridge between internal stakeholders and external agencies to ensure the brand was delivered consistently and effectively.
What I led:
Rebrand rollout across all brand touchpoints
Social, content, and PR direction
Launch strategy and execution, including event delivery
Coordination across external agency and internal stakeholders
Ongoing brand implementation across digital and physical channels
Impact:
Successful repositioning of the business within its category
Transition from Tier 2 to Tier 1 market perception
Stronger brand consistency across all channels
Role: Rebrand & Launch Lead
