About me.
I’m into details.
I notice the signature scent when I walk into a hotel lobby, the crunch of a perfectly baked croissant, the music playing in a restaurant, the way a menu feels in your hands.
I love the little things that make a place, a brand or an experience memorable – often before you’ve even realised you’ve noticed them.
I think there’s always a story in the details.
Over more than 19 years, I’ve worked across PR, marketing, brand, partnerships, social, content and creative – in-house, agency-side and independently – for some of Australia’s best-known hospitality, lifestyle, retail and consumer brands.
I’ve held roles including Director of PR & Communications at Minor Hotels Australasia, Head of PR at Curated Agency, Marketing & Communications Manager for QT Hotels & Resorts, Brand & Partnerships Manager for Donna Hay and PR Manager/Publicist at SWEAT, working closely with Kayla Itsines. I’ve also worked with some brilliant creative and brand agencies including Landor and Frost*collective, and spent several years of my earlier career with Westfield.
Along the way, I’ve launched hotels and restaurants, built and repositioned brands, led national campaigns, managed international press tours, directed content shoots, developed partnerships, worked with chefs and talent, navigated crises and secured coverage across some of the world’s leading media.
There are some numbers I’m pretty proud of, too. My work for Oaks Hotels helped increase share of voice by 50 per cent, taking the brand from sixth to third in its competitive set, while generating more than 1,000 pieces of global coverage, 800 million impressions and a 15.9x ROI. At QT, I developed campaigns that reached millions, launched new hospitality concepts and worked alongside the culinary team to secure and retain a Good Food Guide hat for Gowings.
But the bit that probably says more about how I work is this: I’m very good at spotting the opportunity.
I connect dots quickly. I see the story that hasn’t been told, the partnership that makes sense, the idea worth pursuing or the thing that could simply be working better. I’m as comfortable thinking about the big picture as I am rolling up my sleeves and making it happen.
That applies to teams, too. I’ve reviewed ways of working across PR, social, influencer and content; rethought agency structures; introduced new systems and processes; and identified efficiencies that have reduced operational costs and improved ROI. I genuinely enjoy walking into something with fresh eyes and figuring out how it could work better.
Since starting my own business in 2021, I’ve worked with hotels, restaurants, venues, agencies, brands and people across PR, brand, marketing, content and consultancy. It means I can come in to solve a specific problem, lead a project, work alongside an existing team or simply get stuck in and get the work done.
Food, hospitality, travel and people are where I feel most at home. I love a great restaurant, a great hotel, an interesting person and a business with something worth talking about.
Most of all, I love figuring out what that something is – and what we can do with it.
A few of the venues, hotels and hospitality brands I’ve helped bring to market:
Freelance — Sydney hospitality launches
Developed PR and communications campaigns for the openings of Pan Divino, Angelica, House of Bungalow and O’Donuts, from identifying the story and media angles through to launch strategy, content, pitching and media engagement. I’ve also worked across hospitality clients including Steersons, The Steakhouse, Checho’s Cronulla and The Gopher, Longshore and The Old Clare Hotel.
Oaks Hotels, Resorts & Suites — Global brand repositioning
Developed the global communications strategy for the repositioning of Oaks Hotels, Resorts & Suites, including the announcement campaign, media gifting and partnership opportunities designed to bring the brand’s new service hallmarks to life. The broader PR program helped lift Oaks’ share of voice by 50 per cent, moving the brand from sixth to third within its competitive set.
Minor Hotels — New hotel and brand launches
Led communications for a pipeline of new hotel, resort and residential launches across Australia, including Anantara Perth Hotel, Avani Living, Queen’s Wharf Residences, Oaks Lake Crackenback Resort, Avani Mooloolaba Beach Hotel and Avani Wollongong Hotel. The Avani Wollongong announcement alone generated 48 pieces of coverage and reached an audience of more than 13 million.
QT Hotels & Resorts — Hotels, restaurants & hospitality concepts
Developed and delivered campaigns across QT’s hotel, food and beverage portfolio, including new hospitality concepts, restaurant launches and culinary campaigns. Worked closely with chefs and the broader culinary team on positioning, media and experiences, including work that helped Gowings secure and retain its Good Food Guide hat.