Brand + Creative + Commercial
20+ years building brands that people choose, trust, and advocate for. From category leadership at ANZ to global award-winning work — I turn insight into culture, and culture into competitive advantage.
From rehabilitating a brand's reputation under pressure, to launching a platform that made a bank feel human — this reel captures the campaigns, the thinking, and the impact behind 20+ years of brand leadership across New Zealand and the UK.
Award-winning work. Effie-recognised strategy. Category-leading results.
"We know that consumers crave consistency when it comes to reinforcing key brand messages — important for any brand to stay top of mind." — Michael Reynolds, Head of Brand Marketing at ANZ · The Research Agency, 2023
Accountable for strategic direction, performance, and governance of the ANZ brand across all marketing touchpoints. Leading the Brand & Advertising discipline to deliver category-leading outcomes, creative excellence, and commercial value — shaping brand strategy, evolving operating models, and embedding robust compliance and risk management.
Led creative excellence, marketing effectiveness, and brand governance — including management of in-house studio Hustle. Elevated ANZ to #2 on TRA's NZ Favourite Ads within three years through distinctive storytelling and strategic brand building. Nearly doubled brand ROI through optimised media investment and Mixed Media Modelling.
Created and launched ANZ's 'WE DO HOW' brand platform, introducing the iconic Sharma Family and building distinctive brand assets that repositioned ANZ as a leader in creative storytelling. Led the Effies award-winning 'Let's talk about F' financial wellbeing campaign and developed the brand strategy for the Good Energy Home Loan.
Joined to rehabilitate brand trust following a reputational downturn. Created the 'Good Sports' initiative which restored stakeholder confidence and became the centrepiece of the advertising plan through COVID-19 — pivoting the entire marketing programme in real time while protecting brand consideration.
Six-year tenure spanning three progressively senior roles. Delivered iconic campaigns for Lloyds Bank and Bank of Scotland, pioneered new channel formats including London Underground Digital Escalator Panels (17.7% engagement), and achieved record brand linkage scores among non-customers.
Began career at ASB in Auckland managing credit cards and loyalty programmes — including a role in launching one of NZ's first Visa Debit cards. Moved to London for three years at Age UK, building expertise in direct marketing, data-led campaign planning, and eCommerce launch across a 250,000-member loyalty programme.
"The best brands don't just occupy space in the market. They occupy space in people's lives."
I've spent two decades in regulated industries — financial services, charity, and beyond — where the temptation is always to play safe and say less. The opportunity to bring that experience into a new category, like telco, is exactly the kind of challenge I thrive on. I've consistently pushed the other direction: lead with humanity, earn trust through authenticity, and measure everything. Brand isn't decoration. It's the single most durable commercial asset a business can build.
I'm a brand leader with a proven record of turning insight into impact, building teams that punch above their weight, and creating brands that people genuinely choose.