At Visy Retail Services, I lead a multidisciplinary team of designers and 3D artists, providing creative direction and mentoring. I also introduced workflows and briefing processes to streamline project delivery.
I drive website optimisation and digital experience improvements, and lead creative strategy across packaging, eCommerce, social media and digital marketing. I’ve also developed and launched product brands, shaping their visual identity from concept through to launch.
At Heritage Brands, I led the strategic evolution of beauty brands across packaging, websites and brand guidelines. I introduced structured workflows and developed digital design standards and UX best-practice guides.
At Metcash / IHG (Independent Hardware Group), I redesigned the customer loyalty program into a unified experience across digital and print touchpoints. I also redesigned customer journeys through wireframing, prototyping and usability testing; the program was a finalist in the Asia Pacific Loyalty Awards for Best Overall Loyalty Program-Retail 2025.
