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Sydney based creative marketer, deeply passionate about the tech industry having spent 7.5 years working for Facebook and Instagram, starting in the then-emerging market of EMEA, returning to Australia to assist in setting up new territories in Melbourne before relocating to Sydney in 2013.

For the last 18 months I have been leading the brand development efforts for Instagram’s positioning within Australia and New Zealand, both as a monetized business supporting brands and agencies and increasing growth efforts and engagement within the Insta community.

I am looking for a new challenge that plays to my strengths in branding based strategy for a mission-lead company and a product I truly believe in and can passionately share with others. One of Instagram’s core values is ‘Community First’ and to inspire creativity and in snapchat I recognize the same focus on people and enhancing their lives through visual story telling and connection.

Work History

Aug 2014Present

Head of Brand Development, ANZ



  • First Employee for Instagram in region. Tasked with setting the strategy for business within market, working closely with global offices on alignment and localizing the global mission.
  • Develop go-to-market strategy, and success metrics for brand new marketing platforms as well as ongoing marketing initiatives to drive adoption of existing products (Industry activations for clients, media and creative agencies and also Consumer facing)
  • Ongoing localization of our global narrative and marketing assets across APAC market
  • Assisting clients and agencies with campaign execution. From ideation and planning through to executing creative concepts. Done in 3 manners: 1) working with creative done in house. ii) working with creative produced via creative agency iii) connecting brands with instagrammers to assist on authentic creative collaborations. 
  • Ongoing Education within creative agencies to ensure they understand the instagram platform opportunity. 
  • Understand and consider competitive landscape and target markets in marketing strategies and messaging.
  • Customizing content for and speaking at a number of key industry events as a thought leader in market.
  • Commissioning custom research and insights work to support marketing needs of the wider sales team.
  • Distill and surface market feedback to global teams for new and existing products
  • Working closely with PR and Communications both in house and agencies.
  • Being an evangelist for Instagram with key external clients across C-Level to cement the Instagram brand within their marketing strategies. Clients include Qantas,  McDonalds, The Iconic, Tourism New Zealand, David Jones, L’Oreal.
Nov 2012Aug 2014

Global Marketing Solutions, Fast Moving Consumer Goods (FMCG), Australia



  • Lead contact across Sydney and Melbourne based Tier 1 marketers, including Nike, Procter & Gamble, Unilever, Diageo, Mondelez, Estee Lauder Group, Johnson & Johnson.
  • Building long term strategic relationships from C level down to category lead and brand manager level within clients in branded advertising space. Also working closely with all key agency partners (media, creative agency, PR).
  • Identify and prioritize business opportunities.
  • Partner with Facebook cross-functional teams on structuring and executing operational and strategic initiatives - developing work plans, synthesizing market related data, leading analysis, defining the overall business approach to Facebook’s success in market.
  • Create persuasive presentations using market trends, case studies and internal materials.
  • Exceed growth goals for own set of accounts.
Jan 2012Nov 2012

Landing Team, Facebook Melbourne

  • Assisted in setting up Facebook’s office in Melbourne , growing the office from 2 to 5 Full time employees and assisting in selecting the market’s named account list across all verticals and setting strategy inline with core ANZ business.
  • Activate and project manage social technology programs to fuel revenue for Facebook including but not limited to: Facebook Pages, Platform, Open Graph, Mobile, etc
  • Understand brand strategy and be able to articulate the Facebook positioning within that strategy
Nov 2008Dec 2011

  Media Solutions/Account Management Oct 2008 – Dec 2011

Facebook, EMEA. London Office
  • Lead a small portfolio of Facebook’s top brand and agency partners through all advertising related aspects of their presence on the Facebook platform
  • Work within an account team to develop and grow deeper partnerships with clients.
  • Leverage large and abstract datasets to provide easily understandable and actionable insights for advertising campaigns
  • Work cross-functionally with product, measurement, marketing and engineering teams to build scalable solutions


Mar 2002Dec 2005

Bachelor Of Arts, Psychology

University Of Melbourne

Recent Honours

2016 Ambassador for Go Girl, Go for IT - a Victorian Government initiative aimed at inspiring Secondary School aged girls to pursue further study and a career in Technology related fields.

Key local press pieces for reference around creative and visual story telling platforms where I was spokesperson