From corporate brands to agencies and scrappy startups, I’ve seen every form of marketing function there is and what separates the brands that build over time and those that fade. I’ve also experienced the conundrum of deciding whether to hire in-house or outsource, and experienced the pros and cons of each decision.
I discovered my love of startups when I became the founding marketing manager at Skalata Ventures (now Tall Order), a newly established early-stage VC in Melbourne at the time. I worked across investor communications, brand strategy, startup support and founder recruitment.
From there, I moved into strategy and operations at an agency, deepening my understanding of business economics, team development, service packaging and client experience.
Over my career, I’ve learned the most effective work wasn’t in the campaign work, it was in the foundations of the business; getting the product, positioning, pricing and processes right. That led me to start The Marketing Essentialist, where I help B2B businesses clarify what they’re selling, who it’s for, and how to package it in a way that makes sense for their customers and their business.
Since then, I’ve had the privilege of sharing my experience with incredible early-stage founders through La Trobe University, Monash University and StartSpace.
Building a business is hard. Getting the right team around you that can look at your business holistically and contribute to so many different areas is invaluable (hello Stella Startups!).
I’m a staunch believer that businesses benefit society when they are genuinely committed to serving their customer’s interests (not peddling bs). If I can help a founder become more customer centric, that’s a pretty good day’s work.
Seeing a business holistically and making sure no one drinks too much of their own Kool-aid.
A good session at the driving range working on my irons or my woods (because I can never hit both well).
