About

My experience

With over a decade of experience across agencies and large organisations, I lead design work from early concept through to delivery, shaping ideas into clear, effective outcomes. I’ve worked across creative, strategic, and delivery-focused roles, helping teams turn complex briefs into work that’s considered, purposeful, and well executed.

As a senior designer, I balance hands-on craft with leadership and systems thinking. I’m comfortable guiding stakeholders, shaping direction early, and bringing structure to complexity so good ideas can actually land. I’m drawn to work that has meaning, requires judgement, and rewards thoughtful decision-making.

Trade Me 
2018 – present

Trade Me is New Zealand’s largest online marketplace. As a Senior Communications Designer, I lead creative across high-impact campaigns, complex stakeholder environments, and evolving systems. My role sits at the intersection of strategy, craft, and delivery, translating business goals into work that is clear, effective, and considered.

Over time, my focus has shifted beyond individual outputs to how work happens overall. I lead planning sessions, shape briefs early, and bring structure to ambiguity, helping teams make better decisions faster. I’ve taken ownership of content creation for Trade Me Motors, supported and mentored junior designers, and acted as a steady hand across fast-moving, high-visibility work.

Alongside this, I actively explore new tools and ways of working. I recently received Trade Me’s Trailblazer award for building an internal tool that automated keyword research, saving approximately 45 hours per month and improving consistency across teams.

Whether delivering campaigns, improving systems, or simplifying complex problems, I bring a practical, thoughtful approach focused on impact rather than noise.

Selected impact

Trailblazer Award
Designed and built an internal AI tool that automated keyword research, removing manual effort and saving approximately 45 hours per month across the team.

Trade Me Motors content leadership
Took ownership of content creation across Trade Me Motors, setting creative direction, improving consistency, and lifting the quality of high-volume, high-visibility outputs.

Planning and decision-making
Lead small room planning sessions, shaping briefs early and helping teams move from ambiguity to clear, confident decisions.

Campaign delivery at scale
Led and delivered major Marketplace and Motors campaigns, balancing creative ambition with commercial realities and tight constraints.

Dinniss Communications
 2015 – 2018
Dinniss is a content marketing agency with expertise in editorial, copywriting, PR, publishing, branding, design and campaign strategy. During my time there, I worked across a wide range of projects, helping deliver engaging and effective campaigns for a growing client base.

Freelance Work
2015 – present
I’ve always enjoyed freelancing alongside my main role. Lately, I’ve been doing design work for Fohfum, Truck Stops and Hino and returning to my first creative love, photography.