WHY ME?Most social teams aren’t short on ideas.
They’re short on clarity.
Strategies get overcomplicated.
Content gets disconnected from the business.
Teams get busy - but not effective.
After years working in-house, I realised the most valuable role I could play wasn’t inside the system. It was outside it.
Someone to come in, cut through the noise, and say:
this is working
this isn’t
this is what to do next
That’s what I do now.
I’ve led social across media, tech, and consumer brands, in both New York City and Sydney, including:
Head of Social at Are Media (28 brands including Better Homes & Gardens, ELLE, The Australian Women’s Weekly)
Head of Social, Australia at Traveloka, leading launch strategy in a new market
15+ years building content systems, scaling teams, and driving audience growth
Which means I’ve seen:
what works in theory vs what works in reality
how strategies fall apart in execution
where time, budget, and effort get wasted
There are a lot of people who can make content.
Fewer who can build strategy.
Even fewer who can connect social to actual commercial outcomes.
That’s the gap I work in.
I don’t just tell you what to post.
I help you understand:
what your social should be doing for the business
what’s worth investing in
what to stop doing
I work best with brands and agencies who:
know something isn’t working, but can’t quite see why
have a strategy, but it’s not landing
have a team, but need sharper direction
What you get from me is:
clarity, quickly
honest feedback (not agency-safe language)
practical direction your team can actually use
No fluff. No 100-slide decks. No overcomplication.
Outside of work, I’ve spent over a decade teaching Irish dancing - including coaching a World Championship runner-up.
Which probably explains my bias toward:
structure
repetition
and doing the fundamentals well
Because in both dance and social, the basics done properly will outperform complexity every time.
If you’re looking for someone to come in, get to the point, and make your social work harder: