My Story
With over 25 years of experience working in creative agencies across Australia and the UK, I’ve built a reputation as the go-to Operations Expert who helps agencies unlock their full potential.
My journey is one of persistence, reinvention, and a passion for bridging creativity with operational excellence.
I’ve partnered with clients across diverse industries, including medical communications, travel, finance, B2B, and B2C, working with major global corporations and FMCG favourites. Through it all, I’ve developed a deep understanding of how to transform fragmented processes, demoralised teams, and chaotic workflows into streamlined systems that drive growth, profitability, and excellence.
But I didn’t start here.
My path was anything but traditional...
As an art school dropout, I often felt like the black sheep in my family, overshadowed by my highly achieving & academic siblings. I stumbled into my career by chance - a casual conversation in a pub led to my first role in a silk-screen printing studio. I mastered the art of graphic design and learnt the craft of print production before digital tools revolutionised the industry.
Driven to grow, I climbed the ladder, moving from silk screen printing to litho, and from designer to studio manager. Eventually, I landed a coveted role at a design agency, where I went from designer to managing both studio and client services. These were formative years, where I learned to juggle the demands of creative work and client expectations. Yet, I couldn’t shake the feeling that I was an imposter - caught between being a creative and a suit, unsure of where I truly fit.
After relocating to Sydney, I found myself as an Account Director in a branding agency with incredible clients but a deeply toxic culture.
The Agency Founder and Creative Director were locked in a battle for control, with staff morale and profitability suffering as a result. At the time, I was navigating the pressure of work visas and the looming threat of being flung out of the country if I lost my job. Leaving wasn’t an option, no matter how miserable the toxic work environment was making me feel, so I decided to step up.
In what would become a pivotal moment in my career, I identified a solution: streamline the workflow between creative and client services, reduce overwork on both sides, and restore morale by fostering collaboration. I wrote my own job description and presented it to the founder - who, coincidentally, had just been told by a business consultant that the agency’s only path to survival was for them to step aside from the day to day running of the agency.
This bold move redefined my career.
I had discovered my unique value: helping creative agencies overcome operational chaos by aligning their people, processes, and priorities.
No longer did I have to choose between being “a creative or a suit” - I had found my place at the intersection of both.
From there, my career in Agency Operations took off. I stepped into roles that had traditionally been undervalued: creative services, resource management, and operations, and transformed them into critical functions that drove agency success. I became a fractional operations expert, filling the skills gap that many agencies didn’t even realise they had.
My niche is helping agencies scale from small teams to full-service operations capable of delivering excellence at every level. Whether it’s recruiting and training high-performing teams, optimising workflows, or aligning departments to work in harmony, I’ve developed a proven approach to unlock growth and ensure long-term profitability.
These hard-earned lessons have shaped my passion for empowering creative agencies to thrive. I work closely with agency leaders and stakeholders to address challenges, enhance team communication, and build agile, efficient systems. By focusing on strategic planning, resource and workflow development, and team building, I enable agencies to deliver fast-paced growth and operational excellence.
If you’re ready to transform your agency’s operations, resolve bottlenecks, and unlock the full potential of your team, it's my job to help you make it happen.