Building strategies that connect channel investment to business growth, at scale.
I'm a digital strategy and performance leader based in Melbourne. My work sits at the intersection of commercial strategy, brand thinking, and performance marketing: translating business objectives into channel strategies that actually move the needle.
I don't start with platforms. I start with where a business needs to go: its revenue targets, competitive position, and customer journey. From there, I build the cross-channel investment strategy to get it there. At Impressive Digital Agency, that approach has driven $430K in new ARR, a 93% pitch win rate, and consistently outsized results across a portfolio of 19 clients.
Alongside client work, I operate as a strategic partner to clients: leading Quarterly Business Reviews, contributing to commercial conversations with agency partners, shaping internal R&D direction, and building the systems and frameworks that make the broader team more effective. I'm as comfortable in a boardroom as I am in a dashboard.
The fastest way to raise a team's performance is to take the admin off their plate. So alongside strategy, I build internal tools that automate the manual work and keep people focused on what only humans can do — the thinking. A few of them:
An automated auditor that runs 74 weighted checks across an account and outputs a client-ready report. It flags every issue automatically, so the strategist's time goes to interpretation and strategy rather than manual review — depth goes up, admin goes down.
An agent that continuously scans search query data, identifies spend leaking to irrelevant terms, and recommends negative keywords — then quantifies the spend it has saved. It catches waste no one has the hours to find manually.
Automated pacing that monitors live spend against monthly targets across accounts and flags drift before it becomes an overspend — turning a reactive, end-of-month scramble into a proactive, always-on safeguard.
A leadership dashboard that pulls Google Ads, Meta and HubSpot into one spend-weighted performance score per account, counting hard conversions only and surfacing a live "Code Red" view of anything underperforming — turning scattered platform data into a single decision-ready view.
Open to strategic partnerships, consulting opportunities, and leadership conversations.