Printing tool Download PDF

Core competencies

My core skill is strategising and packaging compelling content which sells stuff.

For example, I renovated a private bank magazine and within weeks the bank sold more than $11 million worth of managed funds from one article and $2 million in super (pension funds) from another. 

Marketing is essentially story-telling and building relationships with your target community and with key influencers. 

One story from my own experience: An influential journalist was made aware of an interesting consulting process and wrote a story about it.  A CEO read it, picked up the phone and called the consultant. His company was engaged on the spot for a $3 million-plus job.

My background is in mainstream and digital journalism, from reporter to editor, as well as financial services and professional services marketing.

You will find that my work engages your audience in a manner which informs, influences, surprises and delights.

Work experience

Pre-2001 - Various senior editor, sub-editor, reporter roles

Saturday editor, The Sydney Morning Herald, launching Spectrum as an investigative news section (now a book review liftout) and running a team of 8; deputy editor Good Weekend magazine, managing editor, sections, team of 25; editor of The Eastern Herald, team of 5; page one sub-editor.  Sub-editor The Sun News-Pictorial, Melbourne; reporter, sub-editor, chief sub-editor on various newspapers in New Zealand; editor trade publications in New Zealand; reporter, feature writer and radio news journalist.

Jan 2007Present

Marketing communications manager

Heidrick & Struggles

Reporting to the Asia Pacific Chief Marketing Officer in Shanghai, with dotted line to our global CMO in New York, my main achievements since joining are: Re-shaping thought leadership strategy; devising ethos and architecture for new Asia Pacific website - "three clicks to find a consultant " , more action-oriented than traditional "brochureware"; developing Web 2.0 concept for global website; raising brand to prominence in Australia and New Zealand through targeted media splashes - directly resulting in measurable new business worth several million dollars.

Jan 2006Present

Founder and managing director

Grok Media Pty Ltd

Through Grok Media (the word means "to intuitively understand" as in "to grok"), launched and edited Sales supplement in The Australian newspaper, coming up with ideas for 16 pages a month, then commissioning writers. Also edited books including titles about share-trading and pension-planning. Consulted to Leaky Funnel website ( and Heidrick & Struggles in writing and editing roles.

Jan 2001Jan 2006

Senior marketing manager

Westpac Banking Corporation

While reporting variously to the head of eChannels and later head of marketing, launched new segement-based emailed newsletters for consumer, business and broking customers; renovated Private Bank magazine, Insight; developed content for consumer, business and Private Bank customers; developed new modular advice guide strategy for small business, home-buying and youth segments. Responsible for sales of $12 million in the home-buying segment and hundreds of leads in other segments.

Jan 2000Aug 2000

Content director

Surfboard Securities Pty Ltd

Brought together an editorial team of  12 writers, photographers and broadcast interviewers to produce content for a financial services portal and online trading platform. Liaised with external content-providers, publishers and freelance journalists to commission financial "advice" content.

Jan 1995Jan 2000

Online producer, portal manager

Microsoft JVs - On Australia, MSN, MSNBC, nineman

Launched Australia's first daily online news service from Microsoft's headquarters in Seattle for On Australia, the Microsoft-Telstra joint venture (JV). Worked in senior roles in the United States for On Australia, then MSNBC, where I managed a team of 3, and returned to Sydney with MSN, MSNBC and then ninemsn, the final incarnation of the various JVs. Also turned the site into a revenue-producing portal ahead of the JV with Telecom NZ - site is now yahoo!Xtra (







Diploma in Journalism

Massey University of Wellington