Marketing where trust matters most.
Melbourne, Victoria Australia
I’m an Australian marketing leader working across brand, growth and customer engagement in financial services and regulated categories.
My work focuses on how brands build trust, become easier to remember and give people the confidence to choose them. Currently Head of Brand, Marketing & Engagement at Heartland Bank Australia. 2024 AMI Future Leader of the Year.
- Brand Positioning – Owning challenger strategy and performance in specialty banking.
- Customer Journey Optimisation – End-to-end from first impression to advocacy.
- Marketing Transformation – Unifying brand, digital, care, and enquiries.
- Stakeholder Alignment – Connecting marketing, sales, service for commercial results.
- Compliance & Regulation – Delivering growth in financial services constraints.
- Customer Loyalty & Retention – Customer activation & loyalty-first strategies
- Data-Driven Growth – NPS leadership, lead gen ($12M+).
- Team & Engagement Leadership – Building systems beyond functional silos.
- Specialty Banking Growth – Driving commercial outcomes in regulated financial services niches.
What I do
I help brands connect strategy, customer behaviour and commercial outcomes.
That usually means finding the real barrier to action, building a clearer brand position and turning it into marketing that earns trust, creates memory and supports growth.
My experience spans brand strategy, campaign development, customer engagement, media, content, internal communication and marketing leadership.
Areas of focus
Trust-led marketing
Marketing in categories where people need confidence before they act. Banking, financial services and other high-consideration categories need more than attention. They need credibility, clarity and proof.
Brand growth
Building brands people recognise, remember and trust enough to choose. I’m interested in how distinctive assets, emotional consistency, customer experience and media all work together over time.
Customer behaviour
Understanding what stops people from acting, switching, applying, enquiring or engaging, then building marketing that reduces friction and makes the next step easier.
Financial services marketing
Practical marketing for complex and regulated products, where the work has to balance customer understanding, commercial outcomes, compliance and trust.
In the Media
I’ve been featured and quoted in marketing and business media on banking growth, customer loyalty, challenger brand strategy, marketing leadership and trust-led marketing.
Featured in Mi3, B&T, Marketing-Interactive, PRWire and The Science of Advertising Show.
Available for podcasts, panels and media commentary on marketing, challenger brand growth, customer experience and marketing transformation
Portfolio
