Career · 2020—Present

My career so far.

Roles, projects and systems across media, analytics, automation, strategy, photography and production.

Complete career history

  1. 2020 · Creative & Production

    Knobin Digital

    Content Marketing Manager

    Ran organic and paid social for SME clients, averaging 160% growth across accounts.

    Key outcomes

    • Generated average 160% growth in client social accounts
    • Managed organic and paid social strategies for SME clients
    • Content ideation and production across multiple verticals

    Tools and capabilities

    • Meta Ads
    • Content Strategy
    • Social Media

  2. 2020—2023 · Education

    University of Sydney

    Bachelor of Commerce (Marketing & Business Information Systems)

    Foundational degree combining marketing strategy with business information systems. Built analytical and strategic thinking frameworks that underpin everything since.

    Key outcomes

    • Marketing & Business Information Systems double major
    • Foundation in data-driven marketing strategy

    Tools and capabilities

    • Marketing Strategy
    • Business Analytics

  3. 2020—2021 · Creative & Production

    Daily Mail Australia

    Social Producer / Video Producer

    Bootstrapped the @dailymailau TikTok page from scratch under the Head of Social. Produced video content for breaking news and lifestyle verticals.

    Key outcomes

    • Grew TikTok from 0 to 10,000 followers
    • Content generated over 10 million total views
    • 10+ pieces exceeding 1 million views each
    • Negotiated partnerships with content creators and influencers

    Tools and capabilities

    • TikTok
    • Premiere Pro
    • Content Production
    • Influencer Marketing

  4. 2021—2023 · Creative & Production

    Universal Creatives

    Content Strategist

    Content strategy and production for hospitality, education, B2C, and B2B brands. Demonstrated ability to grow audiences from zero rapidly.

    Key outcomes

    • Grew three client accounts from 0 to 100K+ followers within 2 months
    • Content ideation and production across hospitality, education, B2C, B2B

    Tools and capabilities

    • Content Strategy
    • Social Media
    • Video Production
    • Photography

  5. 2022 · Education

    Harvard Business School Online

    CORe Programme

    Honours pass in Business Analytics, Economics for Managers, and Financial Accounting. Formalised analytical thinking beyond the marketing lens.

    Key outcomes

    • Honours pass
    • Business Analytics, Economics for Managers, Financial Accounting

    Tools and capabilities

    • Business Analytics
    • Financial Analysis

  6. 2023—Present · Creative & Production

    Cappello Media

    Director / Photographer / Videographer

    Commercial photography, videography, and brand content for agencies and direct clients. Full Sony cinema and photo kit. End-to-end production from concept to delivery.

    Key outcomes

    • Smooch Drinks "Mood Forecast" commercial — shot at Wynyard Park and Angel Place, Sydney
    • Motio Drive rebrand launch teaser — Sydney CBD shoot with car-mounted camera rigging
    • "Stuck in traffic, so is your ad" concept — Sydney CBD car-mounted production
    • Marrickville Golf Club food photography with AI-assisted post-production (Google AI Studio)

    Tools and capabilities

    • Sony A7IV / FX3
    • G Master Lenses
    • Premiere Pro
    • Lightroom
    • Google AI Studio
    • Antigravity

  7. 2024 · Creative & Production

    The Social Space

    Content Producer and Creator

    Joined a small social media agency producing short-form content and static posts for a range of Sydney businesses. Photography, videography, and content creation across food, hospitality, medical, automotive, and service industries.

    Key outcomes

    • Produced product photography for Bar A Parfums fragrance range
    • Created short-form video content series for Elite Hair Clinic
    • Shot product and lifestyle content for Flower Train florist
    • Content creation across food, hospitality, medical, and automotive industries

    Tools and capabilities

    • Sony A7IV / FX3
    • Premiere Pro
    • Lightroom
    • Photography
    • Videography

  8. 2024 · Strategy + Marketing

    Vision X-ray Group

    Junior Marketing Manager

    Managed marketing across 9 radiology practices in NSW, covering SEO strategy, Google My Business, and sales collateral.

    Key outcomes

    • Increased online discoverability of clinics by 110% through SEO
    • Increased average Google My Business review rating by 20% in 3 months
    • Managed marketing across 9 practices

    Tools and capabilities

    • SEO
    • Google My Business
    • Content Marketing

  9. 2024—Present · Media & Strategy

    Hearts & Science

    Media Implementation Executive

    Running paid media campaigns for four major brands across seven platforms. Full lifecycle from build to optimisation and client reporting.

    Key outcomes

    • Won three internal awards for using data and automation to solve media challenges, with company-wide recognition for AI work
    • Built MCC-level Google Ads Scripts suite for Versuni Philips (5 scripts, Airfryer AU/NZ + Coffee AU)
    • Automated campaign commentary using Google Apps Script + Gemini API - 80% time reduction
    • Built Looker Studio dashboards with Supermetrics for four major clients
    • Contributed to MyCar "Chargers" brand campaign across DV360, YouTube, TikTok, Meta
    • Involved in BVOD negotiations with SBS and Channel 10
    • Training and mentoring a direct report on campaign analysis

    Clients

    • Versuni / Philips
    • LG
    • MyCar Tyre & Auto
    • WaterWipes

    Tools and capabilities

    • Meta Ads
    • Google Ads
    • DV360
    • TikTok Ads
    • Amazon DSP
    • Looker Studio
    • Supermetrics
    • Claude Code
    • Gemini API

  10. 2024—Present · AI + Automation

    Personal & Freelance Projects

    Builder

    Applied AI tools to build production systems for reporting, content generation, and data analysis.

    Key outcomes

    • Rozelle Acupuncture content generator — Claude Code skill with brand voice memory
    • Weight loss tracker with AI trend analysis built using Claude Code
    • Patient retention analysis for Rozelle Acupuncture (Cliniko data, predictive modelling)
    • Python regression models — UNSW coursework applied to marketing datasets

    Tools and capabilities

    • Claude Code
    • Gemini API
    • Python
    • Google Apps Script

  11. 2025—2026 · Data & Analytics

    UNSW Sydney

    Master of Data Analytics (Marketing Specialisation)

    Applied analytics coursework with distinction results. Focus on predictive modelling, customer analytics, and decision-making under uncertainty.

    Key outcomes

    • Predictive Analytics — Distinction
    • Managing Customer Analytics (cluster analysis) — Distinction
    • Data Visualisation and Communication
    • Analytics and Business
    • Social Media & Digital Analytics (current)
    • Completing end of 2026

    Tools and capabilities

    • Python
    • R
    • SQL

  12. 2025—Present · Strategy + Creative

    Adonix

    Photographer / Videographer / Content Strategist

    Combined content strategy with photography and videography to strengthen Adonix's brand presence across LinkedIn, campaign documentation, and promotional content.

    Key outcomes

    • 30-slide strategy deck built around "Proof in Motion", "The System", and "Campaign Stories" content pillars
    • Developed the LinkedIn content strategy, content pillars, and campaign-led creative concepts
    • Produced high-quality visuals and photography of live campaigns on Adonix cars in the wild, alongside promotional hype reels

    Tools and capabilities

    • Canva
    • Veo 3
    • Photography
    • Videography