About Me

I am the Creative Director for HelloFresh, Green Chef and EveryPlate. I oversee the creative team across all channels to create differentiation for each brand under the HelloFresh portfolio. I’ve built out the entire brand creative team at HelloFresh, moving all creative in-house. I lead the team on brand positioning, paid social campaigns, product innovation and development, video, brand and influencer partnerships, packaging, direct mail and a broad range of printed collateral. Whether it’s brand building content or DR, I promote strong conceptual thinking, innovation and agility and as a result I have transformed the creative output and drastically increased conversion for all 3 brands.
Prior to HelloFresh, I worked together with leadership teams at Vault49, REA and Stag & Hare to grow these agencies by building a highly motivated, energetic studio culture along with succeeding to obtain several high profile clients. I achieved this by merging smart strategy and visually impactful creative which resulted in groundbreaking work across the team. This collaborative approach set a new bench mark, exceeded expectations and led to producing a number of award winning projects.
I have received several prestigious awards including How International Design Awards, Graphic Design Awards USA, Australian Graphic Design Association, Brisbane Advertising and Design Club.
Brand experience includes: HelloFresh, Green Chef, EveryPlate, Lays, Coca Cola, Diageo, Camel, Vodafone, Lexus, Baileys, Tanqueray, Max Brenner, Neenah Paper, Sofitel and NJoy.