Hey 👋 I build AI systems that help businessescut costswin more customersmove fasterdecide betterdo more with the same teamembrace automationcut costs

Role7 years

My first job, back in high school. I ran a business before I ran a campaign: rosters, stock, margin and a team, every single day.

Study2015 – 2018

I learned to read a business from its numbers. Reporting is just telling the truth about performance.

Study2015 – 2018

Markets, modelling and forecasting. I picked up the habit of asking what a number will be, not just what it was.

RoleNov 2018 – Dec 2020

The switch. I stopped reporting on the marketing and started making it: my first sites, my first designs, my first campaigns.

Study2019 – 2020

Nights and weekends, off my own back. I wanted to build the thing myself instead of writing a brief and hoping.

RoleDec 2020 – Jul 2021

A boutique agency in Adelaide, and every digital channel in it was mine. The first role where the whole function sat with one person.

RoleAug 2021 – May 2023

Paid media at volume, on real budgets. This is where spend stopped being a line item to me and started being something that had to return.

Study2021 – 2022

I stopped thinking like a specialist. I started asking where the money actually comes from, and what moves it.

RoleJun 2023 – Aug 2025

I led the work rather than doing all of it. I owned the strategy and the result, not the task list.

RoleAug 2025 – now

Four retail brands, one marketing function, and a team to run it. I own the plan, the channels and the result.

NowNow

The newest role, and every stop above it is the job spec. I build agents that do real work, wire them into real data, and prove they work.