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The 8 things you should know about me (for starters)

1) MY CAREER IN MARKETING HAS BEEN SUPER VARIED
I've been in a bunch of different marketing fields for more than 12 years. For example, I've worked in public relations, content marketing, social media, content production and I even wore a sandwich board as part of a client event once. True story.

When not wearing a sandwich board, I've been busy developing and implementing over 90 marketing strategies for more than 40 brands. Strategy has really been the linchpin across my varied career, with a view to always making sure that the audience for a particular brand or product is the number one concern in those strategies. Too many brands face inwards when it comes to designing their marketing rather than focusing on what their audience is interested in; that’s a big no-no, if you ask me.

2) I’VE WORKED FOR DOZENS OF CLIENTS IN AGENCY-LAND
I’m currently the Head of Strategy at Storyation, an award-winning content agency based in Sydney, managing strategy projects for clients in Australia and New Zealand.

I've held senior roles at Weber Shandwick and One Green Bean, mostly leading large client engagements and teams that were implementing marketing and communications programs in Australia and overseas. If you want to know more about this part of my career, see my LinkedIn profile.

3) I WAS TOURISM AUSTRALIA'S SECOND GLOBAL CONTENT EDITOR
I was fortunate enough to be the global content editor for Tourism Australia for almost three years, steering the global content strategy and working as part of the PR, digital, marketing and technology functions of the organisations during that time.

Before you ask, it wasn't all free travel and famils, but the highlight was working with so many of the amazing and talented people that are part of the Australian tourism industry. I still maintain a more than passing interest in the travel and tourism space, mainly via The Destinationists, a podcast for modern travel marketers.

4) I LED A MEGA-SHIFT IN TOURISM AUSTRALIA'S CONTENT STRATEGY
While part of the very excellent marketing team at Tourism Australia, I shifted our content strategy towards a data-first approach, especially on the country's official tourism website, Australia.com.

The data shows that it worked with record unique visitor and engagement numbers in the first half of 2017 and over 1050% more leads to the Australian tourism industry than the previous year. There’s a great summary of the key elements of this project over on AdNews

5) I'M PROUD TO HAVE BEEN A PART OF HERO-ING AUSTRALIA'S TOURISM INDUSTRY
Everything we did at Tourism Australia was to hero the tourism industry in Australia. That's why I'm excited when I hear our work is recognised and having an impact on the industry.

For example, while I was at Tourism Australia, Australia.com was rated amongst 25 of the best websites in the world by leading travel industry website, Skift. Our own research also showed Australia.com was used by one in four of all visitors to Australia, compared with a global average of about one in eight.

6) I SPEAK FLUENT SPANISH (AND NOT-SO-FLUENT-SOMEWHAT-CLUMSY FRENCH)
Ever since I was a child, I've spoken Spanish fluently. I have my Chilean parents and grandmothers to thank for that gift. That also means I have an abiding love for empanadas, three milks cake and other delicious Chilean delicacies (most of them baked goods, obviously).

7) MY SECOND HOME IS UP THE FRONT OF THE ROOM
Out of a lot of high school debating and public speaking and drama (and, yes, high school musicals), comes a passion for and command of developing and delivering presentations for all sized groups. I've delivered material about digital, travel marketing, media training and many other fields to a variety of audiences.

I enjoy speaking and educating so much that I founded the Content Leaders Academy with Trevor Young and Matt Allison. Our aim is to equip marketers and communicators through masterclasses and workshops with the skills they need to become their brand’s content leader.

You’ll also often find me speaking at marketing meetups, conferences, industry events and forums, challenging fellow marketers to shed unproductive and outdated ways of doing marketing.

8) I AM A PROUD CAT-DAD TO MOXIE WHO WAS NAMED ‘FACE OF MOSMAN VET’ IN 2018
My wife and I have been pumping your social media feed full of photos of Moxie since we adopted her in January 2014. So it’s no surprise that we entered one of her portraits into the ‘Face of Mosman Vet’ competition in 2018. She won the damn thing and we’ve been raving about it ever since, although she never seemed that fazed. 🤷‍♂️

And, in case you were wondering, this is my favourite page ever published on the internet.

There are, of course, much more than eight things you should know about me. But I thought this was a good place to start.

Get in touch to talk some more.


Get in touch

Use the below form if you want to talk shop (or cats) and I'll respond ASAP, definitely within 48 hours. 

If it takes longer than 48 hours, lunch is on me. Guaranteed.

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