I am an innovative and strategic Creative Leader with over 12 years of experience developing Global Marketing Creative, Branding and Visual Merchandising solutions for retail food and beverage, lifestyle and fashion brands. I have successfully led multidisciplinary creative teams to deliver impactful brand campaigns, driving growth and market share. I am skilled in managing operations of Creative Studios to optimise productivity and creativity with proven ability to lead the creation of visually captivating installations, develop innovative Visual Merchandising strategies, and establish core brand presentation standards to drive customer engagement and improve brand perception. I am professional and energetic, with a high work ethic and a consumer-centric mindset. Now available for new opportunities.
Executed 360-degree creative strategies and campaigns for all brands under the Retail Zoo umbrella. Led the conceptualisation, design, and production of campaigns ensuring brand consistency across all consumer-facing touch points. Directed and inspired a multi-disciplinary creative team of Art Directors, Graphic Designers, UX/UI Designers, Motion Designers, and Digital Content Creators, fostering a collaborative and creative culture. Oversaw the creation of high-impact visual assets across all channels, including social media, mobile apps, EDM campaigns, websites, OOH advertising, product launch events, radio, visual merchandising and retail store design. Streamlined processes of the Creative Studio operations for effective resource allocation and workflow efficiency. Project managed all creative jobs across all brands resulting in timely, budget-friendly, and high-quality execution. Collaborated with key stakeholders to develop each individual brands’ vision and translate it into compelling creative strategies. Led the development and enforcement of brand guidelines across all brands and all creative outputs. Leveraged insights and data to optimise campaigns for engagement, conversion, and brand loyalty. Managed budgets for Creative and Digital departments with six-monthly forecasting.
Retail Zoo is the holding company behind powerhouse brands Boost Juice Australia, Boost Juice International, Salsas Fresh Mex, CIBO Espresso and Betty's Burgers & Concrete Co. Between Retail Zoo’s 4 brands there are over 800 stores around the globe – employing over 10,000 people in more than 15 countries. Executed innovative Visual Merchandising strategies that enhanced customer engagement and drove sales growth. Designed visually impactful installations to elevate monthly campaigns, aligning with product and marketing strategies. Managed end-to-end production of creative assets, collaborating with external resources for design, print and 3D construction. Implemented clear VM guidelines maintaining high standards for in-store presentation and brand identity. Conducted regular store audits to provide constructive feedback to drive improvement. Established brand and VM presentation standards for point of sale and food displays across 300+ stores nationally. Mentored and trained team members in visual display formats to ensure brand consistency and best practice. Fostered relationships with external suppliers and printers to secure cost-effective, timely, and high-standard services. Oversaw and regularly reviewed the visual merchandising budget to ensure effective allocation of resources. Managed and allocated all campaign elements for over 300 stores nationally.
Protected and evolved the brand DNA of Typo, an iconic Australian gift and stationery brand, across 300+ stores in 18 countries. Designed and produced a 3D creative suite of store design elements for implementation across global stores. Created VM directives and guidelines to support store teams in implementing cohesive across various store grades and sizes. Project managed and participated in the setup of large installations across Australia. Coached and developed team members in VM practices providing constructive feedback to drive improvement. Continuously monitored brand health, consumer sentiment, and brand performance to identifying commercial opportunities. Developed and installed seasonal windows and in store displays for Typo’s flagship store in Melbourne, Australia. Managed budgets for display and freight lines, optimising resource allocation.