Welcome to my online portfolio
Favourite Projects
Over my 20-year career in travel and marketing, I've had the opportunity to lead a wide range of impactful projects.
I've worked on everything from research, segmentation, and strategy development to production, execution, and reporting. My experience spans integrated campaigns across various mediums—TV, radio, out-of-home, print, direct mail, brochures, paid and organic social media, and targeted search engine marketing. I've also coordinated consumer and trade events, and produced numerous consumer-facing videos—too many to show!
In recent years, I’ve had the privilege of working closely with ANZ Bank to market Cashrewards to their customers, driving awareness, consideration and acquisition for Australia's leading cashback program.
Here are some of my favorite projects!
Launch of Cashrewards Max
I successfully managed the launch of Cashrewards Max, an exclusive cashback offering for ANZ Bank customers. My role involved delivering the company’s largest campaign during August-September 2021 on time and to a high standard.
I built and maintained strong relationships with internal teams, ANZ Bank stakeholders, and external agencies, ensuring smooth execution and collaboration under tight timeframes. This required effective communication, strategic planning, and coordination to meet our campaign goals.
Onboard with Cruise Passenger Videos
I was responsible for launching Big Splash Media's Onboard with Cruise Passenger video services. My role included ideation, client pitching, securing funding, and managing internal and external stakeholders.
I oversaw all aspects of film production, which included briefing the videographer and talent, coordinating on-location logistics such as shoot schedules, and handling post-production tasks like editing and the approvals process.
Cruiseco Adventurer Authentic Asia Video
I collaborated with a cinematographer to create a captivating promotional video for an exclusive ship charter in Vietnam and Cambodia. The video was designed to capture viewers' attention and direct them to a website for more information about the cruise.
I managed the project end-to-end, including (but not limited to) briefing external parties, stakeholder management, talent acquisition, music selection, editing, and distribution to the travel trade.
Cruiseco Collection Destination Brochures
I contributed to the development of Cruiseco's value proposition, "One Stop Shop for All Holidays Afloat." Collaborating with product and pricing specialists, graphic designers, and cruise brands, I helped create a bespoke range of destination-specific brochures that combined various cruise line offerings, their best itineraries, airfares, and land arrangements.
These brochures provided a unique offering for the travel agent trade, enabling them to present their clients with options across a variety of contemporary, mid-range, luxury, river, small ship, expedition, and niche products.