My story.......

I am passionate about creating unforgettable experiences that leave a lasting impact. With an MBA and a deep understanding of brand storytelling, I specialize in crafting immersive moments that forge meaningful connections between brands and their audiences.

In the agency world, I collaborated with global powerhouses like Nike, leading the groundbreaking House of Go activation—transforming an abandoned schoolhouse into a 12-room hyper-sensory playground, complete with Melbourne’s largest ball pit at the time. I also spearheaded Adidas’ ULTRABOOST launch, turning an underground car park into an exclusive urban running track. Hosting Roger Federer at Emporium for Uniqlo and orchestrating the Cadbury Christmas Concert at Federation Square featuring Guy Sebastian two years in a row were equally special.

I joined MECCA with the goal of elevating experiential beauty. When COVID reshaped the industry, we pivoted quickly—launching MECCALIVE, a digital-first beauty experience. Drawing on my background in acting, I built an in-house production studio, leading content strategy, scripting, and execution, including a virtual flagship launch hosted by Renée Bargh, featuring guest appearances from Hailey Bieber, Kylie Jenner, and Gwyneth Paltrow.

Most recently, I’ve worked with one of Australia’s most iconic retail institutions, reimagining the retail marketing landscape. From transforming the Christmas experience to hosting former New Zealand Prime Minister Jacinda Ardern at our flagship store, I have had the privilege of delivering high-profile, industry-defining moments. Other highlights include launching the first Louboutin Bar to the Southern Hemisphere, bringing Megan Gale back to the runway after 15 years—on our longest-ever runway at Bourke Street—and curating prestigious events such as the Beauty Awards with Lauren Hutton and our much-anticipated Season Launches.

My career is defined by a relentless drive to push creative boundaries, deliver extraordinary experiences, and leave a lasting impact on both brands and consumers.