Beauty Writer, Director & Consultant


In addition to integrated campaigns, I've worked on the 'path to purchase' shopper journey with The Integer Group, and created content and small campaigns for alcohol, education, finance, hospitality, pharma, telco and tourism.


In addition to integrated campaigns, I've worked as an ad consultant for one of Australia's biggest financial institutions; worked on the 'path to purchase' shopper journey with The Integer Group; and created content and campaigns for alcohol, education, finance, hospitality, pharma, telco and tourism. 


Catalogues; TVC; OOH; radio; instore including visual merchandising, windows, hoarding, launches and events; internal comms; web content including trend videos; social; and TOV for brand positioning.


Creation of the brand voice for the new aesthetic, plus influencer social strategy for launch.

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I worked as an advertising consultant for the wealth division at NAB (a top four financial institution in Australia).

Together with PR agency Fleishman Hillard, we pitched against 25 agencies to win six Carnival Cruise brands.

Cheered up sick kids by creating instore experiences and an activity book for Panadol.

Tactical OOH, digital, print and social campaign for the Samsung Galaxy S7 and S8. It was that effective that the lines were used the following period. 

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TVCs and social strategy for Christmas 2017 and Mother's Day 2018.


From long-form content to banners, eDMs to social campaigns for Mastercard products including Priceless Cities and Cash Passport.

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Concepted for 2018 brand launch.



Social campaign for Rexona New Zealand during the 2017 British and Irish Lions.


Content and eDMs for the debut of the PLuS Alliance Prize. 

I repositioned James Squires' ales and explored the serving ritual and simplicity of Kirin, as well as creating other content including the Lion lexicon.



Content for Merivale's famous March Into Merviale initiative and collaborations with Pernod and Lion.

Worked across all elements of the brand's Superannuation and Financial Advisory platforms.



Worked closely with the TBWA\Chiat\Day office to localise an OOH campaign for the Australian market.

Long-form content for Pfizer product Caltrate.

I'm a beauty industry expert. 
For six years I was a hair and makeup artist that signed with Names Agency; my first editorship was at Vogue as the Digital Beauty Editor; my writing for was also on beauty; and my first copywriting clients were beauty brands.


Easily the country's best hair stylist, Alan came to me to help him craft the names and narratives around his collection of handmade hair accessories, and create a PR strategy.

Leading Australian makeup artist Nadine Monley invited me to name and craft copy for her top selling product, the Precision Make Up Sponge. Additionally, we designed the minimalist packaging together. I have also written press releases for the shop's other products, as well as for her appearances. 


I consulted on the quality of the Hydrate range for this iconic beauty brand. I also named the products and wrote all supporting copy, including details and usage.