Creative Director - Ecommerce | Suboo

Sydney, Australia | May 2017 - February 2018

Suboo is a cult Australian swimwear brand with a loyal national following. I was hired to create content that supported the brand’s global expansion and increased online sales.

Achievements and Responsibilities

  • Creative Director responsible for the brand’s online store, including content strategy and art direction for all digital marketing activations and in-store promotions.

  • Delivered 200%+ increase in online sales from key content initiatives, including influencer and media gifting and photoshoots with high-profile fashion bloggers.

  • Appointed and managed external creative partners responsible for optimizing our PPC and social remarketing campaigns. I directed all content and worked with partners to creatively optimize each campaign.

  • Launched influencer programme for High Summer 17 ‘ Paradiso’ collection in the US. I was Creative Director across all content, commissioning photography and working with each influencer to shape the campaign. Results secured wholesale orders from FarFetch, Intermix, Revolve and Shopbop.

Maternity Leave July 2016 - May 2017

Creative Director - Ecommerce | Local Supply

Sydney, Australia | March  2016 - August  2016

(6 Month Consultation Whilst Pregnant)

Local Supply is an Australian start-up creating high quality, polarized sunglasses at a price that’s designed for everyday wear.

Achievements and Responsibilities

  • Creative Director responsible for the online store, including content creation for online assets. Commissioned new product and lifestyle photography and directed updated marketing materials across all channels (Outdoor, EDM, Search, Banners).

  • Developed, launched and managed editorial content strategy for the #ForLocalsEverywhere campaign.

Creative Marketing Manager | Tuchuzy

Sydney, Australia | April 2015 - June  2016

With an iconic store in Sydney’s Bondi Beach, Tuchuzy is Australia’s premium luxury boutique, selling a renowned collection of designer and emerging brands. I was hired to grow the traffic and revenue for the online store.

Achievements and Responsibilities

  • Launched a new ‘Editorial Sales Channel’ and established weekly content creation based on stock deliveries from international and local designers. I gave customers a new reason to visit the site, and provided a key platform to secure high-profile fashion brands, including Sandy Liang, Ganni and Hunza G.

  • Delivered six straight months of 24%+ growth in online sales from a number of successful initiatives, including competitions, database growth campaigns, online only exclusives and the launch of pre-order.

Creative Marketing Manager | Cooper Street

Sydney,  Australia | April 2014 - June  2015

Cooper Street is an Australian fast-fashion brand. Bought as a turn-around project for several investors, I was part of the team tasked to re-define the brand to appeal to a younger audience.

Achievements and Responsibilities

  • Launched and managed an influencer marketing program with some of Australia’s most influential fashion bloggers. The initiative had a positive impact on sales and database subscription, but we invested in this program to increase our credibility with Australia’s largest online fashion retailer, The Iconic. Cooper St is The Iconic’s best-performing womenswear brand with annual turnover at 1.5 million+.

  • Creative Director responsible for the launch of Cooper St’s premium range - CS Edit, at Mercedes Benz Fashion Week, Sydney. We worked with Australian designer Kirrily Johnston and the initiative led to a 15% increase in wholesale revenue and generated huge brand visibility through press and media coverage.

  • Responsible for online marketing, content strategy and execution, focused on improving e-commerce traffic and sales.

  • Launched and managed the brand’s email marketing program, combining promotional and editorial content. It successfully increased on-site sales 50% in the first three months and continued to generate increasing traffic to the site.

  • Launched database building initiative that delivered 15% monthly database growth with less than 2% attrition.

Associate Editor | Lane Crawford

Hong Kong | November 2013 - April  2014

Lane Crawford is the luxury fashion retailer in Hong Kong and Greater China - think Barney’s for 1.5 billion people. The brand approached me to help launch its first print and online magazine featuring products, key trends and fashion editorial.

Achievements and Responsibilities

  • Staff writer and editorial consultant on the inaugural LC Report ‘Botanica’

  • Responsible for ¼ of all content and contributing consultant on overall editorial direction.

  • Responsible for Art Direction and image selection across the publication.

  • The project delivered 38% increase in site traffic, 25% increase in email open rate and has remained a core pillar of the marketing team effort.

Associate Editor | Stylus

London | April 2010 - April  2013

Stylus is a subscription-based insights platform. It documents new consumer behaviour and key industry trends designed to help businesses make informed decisions about strategy, products, design and communication.

Achievements and Responsibilities

  • Staff writer across all content verticals and responsible for some of the most successful content on the platform.

  • Launched ‘Food, Beverage & Hospitality’ directory and was Editor across all published content.

  • Recruited and managed network of expert and industry correspondents. I created new content with this partnership model and scaled it to other areas of the business.

  • Signed several global FMCG clients including Pepsico, Nestle and Anheuser-Busch.


Central Saint Martins College, University of the Arts London

MA Design for Textile Futures: First Class (Equivalent 4.0 GPA) 

Winner of 2009 Apple Award for Digital Innovation

Middlesex University

BA (Hons.) Textiles and Applied Print: First Class (Equivalent 4.0 GPA)

Foundation Art and Design, specializing in Printed Textiles: Distinction