The person
behind the
loyalty.

A marketing and loyalty specialist with over 15 years of experience across cinema, hospitality, media, and entertainment. I design strategies that transform audiences into passionate brand advocates — combining behavioural psychology, data analytics, and a deep love of film.

My career spans loyalty programme design, CRM, film marketing, advertising design, and television production — always with a focus on creative excellence and measurable results.

Brief, schedule, build, co-ordinate and execute email and SMS campaigns to loyalty customer database. Import creative assets, write copy, test HTML, and links into loyalty provider software programs. Maintain clean and accurate data for customers. Create and test ticketing offers, while adhering to legal requirements by developing terms and conditions for each offer. Drive acquisition for the loyalty club through multi-channel advertisements including third party, print, digital and POS.

Understand product demographics, taking into consideration ethical and legal restrictions. Analyse sales and visitation data. Provide key business insights based on emerging data trends. Create comparisons based on previous insights. Report findings to senior management. Keep up to date on industry landscape and how political, economic and climate obstacles can affect results. Notify management of subscriber growth, campaign engagement results, visitation and conversion rates and the return on investment.

Create new innovative print and digital design concepts and templates, develop effective copy, manipulate photos and images, question traditional assumptions and think laterally to create imaginative approaches, communicate with clients throughout the design process and recommend and follow through on any required design changes and/or updates. Create business branding and logo concepts using advanced technical applications and ensure marketing strategies align with brand.

Analyse and monitor market needs and trends, identify potential business opportunities, help to grow the client base, market and cross-sell business services, explore options to build the customer base and maintain an awareness of market competition assessing strengths and weaknesses. Recognised for possessing an entrepreneurial streak.

Assist clients to identify needs to enhance market impact, develop contracts and work proposals including expected time-frames, clarify Unique Selling Points (USPs), develop client briefs, pro-actively build and maintain positive relationships with both internal and external clients. Provide technical expertise and design recommendations, seek feedback, follow up on queries, provide excellent service, and represent the company positively at all times.

Review previous budgets, identify current needs and resources, prepare departmental and production budgets, monitor expenditure, negotiate and set salaries, prepare and send invoices, receive contracted payments, liaise with accounting staff, take full responsibility for cash flow and banking protocols.

Liaising with clients and interpreting their briefs, developing creative ideas and concepts, often in partnership with other relevant parties, writing clear, persuasive, original copy, proofreading copy to check spelling and grammar, keeping up to date with popular culture and trends.

Identify required tasks and resources, prioritise tasks, develop time-lines and ensure guidelines are met, arrange and co-chair production/project de-briefs, review production and discuss and implement required changes.

Prioritise requirements according to specified time-lines, meet multiple daily and weekly deadlines, work collaboratively within the Advertising Production and Design Team to meet changing client needs, follow up on pre-production time commitments. Work effectively under time constraints to produce optimal outcomes.

Proficient in computer and IT hardware, various operating systems including Microsoft Windows and Apple. Experienced with Adobe Creative Suite including but not limited to Photoshop, InDesign, Dreamweaver, Acrobat, Illustrator. Also proficient in productivity software such as Word, Excel, PowerPoint, Outlook.

Brainstorm and develop ideas for a range of events keeping in line with corporate values, analyse and report on solutions, improvements and potential problems, source and manage venues and required equipment or personnel, develop and maintain relationships with suppliers and partners, manage attendee details including creating and sending invitations and managing RSVPs, coordinate media associated with events to ensure events are promoted with a positive image.

Source, co-ordinate and book production crew, chair production meetings, delegate and monitor departmental tasks, identify and address needs in technical, post-production, sound, studio units, field, and administration. Manage music for soundtracks, develop shooting schedules, co-ordinate with Technical Director regarding all equipment needs, supervise all production functions.

Born and raised in the capital city of New Zealand — a place known for its wind, culture, and creative spirit.

Survived the devastating 6.3 magnitude earthquake that struck Christchurch on 22 February 2011, one of New Zealand's most significant natural disasters.

Relocated to Sydney, Australia — a move that opened the door to a career in entertainment, cinema, and marketing technology.

Played a key role in the cinema industry's recovery from the Covid-19 pandemic, navigating audience re-engagement and operational resilience during one of the most challenging periods in entertainment history.

Project Management, Ethics and Professionalism, Business Applications, Business Communication, Interpersonal Skills, Data Organisation, Database Management Systems, Dynamic Graphics, Graphic Design, Quality Assurance, Programming Concepts, Multimedia Principles, Multimedia Development.

A leading entertainment and hospitality company operating Event Cinemas, QT Hotels & Resorts, Rydges Hotels & Resorts, and Thredbo Alpine Resort. Responsible for loyalty strategy, CRM, film marketing, and member engagement across the cinema network.

Oceania Cruises is the world's leading culinary- and destination-focused cruise line. Responsible for marketing, design, and communications across the Australian and New Zealand market.

Fairfax Media was one of Australia's largest media companies, publishing The Sydney Morning Herald, The Age, and a range of digital properties. Responsible for advertising design, production, and client management.