After completing a Communications degree, Masters of Business, and A.W.A.R.D School, I got my lucky break at what some consider one of the best agencies in the world, Naked Communications. Working across the strategy and creative pillars of the business, I lead campaigns for some of the worlds most powerful brands, and importantly, was able to see first hand how great strategic and creative thinking can re-shape companies from the inside out, as well as drive social and cultural change for good. I won numerous global advertising awards along the way, most notably for an idea called 'Ask Richard', saving community Radio Station, FBI, from the brink of collapse, generating global recognition and raising over $800k in the process.

 

In 2011, I co-founded Cake Wines, a startup wine company that sits at the intersection of wine and culture, built for a new generation wine drinker, with a view to demystifying the often over complicated world of wine. Started literally out of the back of a truck, to being listed in AFR's top 100 fastest growing companies, Cake Wines became one of the most talked about new wine brands of the decade. In 2018 the brand was acquired by the Joval Wine group, one of the countries largest independent wine distributors, and I successfully exited in 2020. My focus was on brand, communications, and creative direction of the company, heading up all creative and campaign ideas, developing and running national experiential activity, and opening Sydney's first winery Cellar Door in Redfern. At times, managing teams of 60+ across production, sales, marketing and finance, I've experienced the highs and challenges of successfully building a startup.

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My experience at Cake Wines has lead me into my most recent venture, Flow Payments, addressing the numerous payments problems that exist across the creative supply chain. In 2021, I secured angel funding to build out the platform, and was also selected for revered startup accelerator, Startmate, a pipeline for Australia's largest VC, Blackbird. Flow remains one of the fastest payments engines in the world for creatives and freelancers.

 

In 2022, I was head hunted for the CMO role at fast growing sustainability startup, Zero Co, a high growth ecommerce company on a mission to eradicate single-use plastic. After an intense but successful 14 months, I made the decision to resign from Zero Co to move back to my home town of Sydney, refocusing my attention on projects intersecting brand, creativity and technology.

 

Across 2023 and 2024 I have been at full-stretch working on  a variety of strategy, creative, and broader marketing projects, from delivering global brand strategy for Kelloggs, Difflam, Nestlé and Coles, to consulting to startups / scale ups including mar-tech platform of the year Ideally, QR Code app  Qubio and brand strategy on growing FMCG brands Maca-milk and Calma (a new functional beverage yet to launch). This is alongside continuing to grow my own startup, Flow Payments, as it crosses the $1 million mark in payments volume. 

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