PROFESSIONAL PROFILE

Creative leader and hands-on design specialist with extensive experience developing impactful, cross-platform campaigns across brand, retail, fashion, experiential, arts, entertainment and culture sectors.

Known for combining strategic vision with creative direction, art direction and design excellence to deliver innovative work that connects audiences and drives results.

A collaborative communicator and mentor who builds high-performing teams, strengthens brand identity, and inspires creativity across disciplines. 


EXPERTISE

Leadership • Creative Design • Art Direction • Strategic Planning • Brand Development • Concept Creation • Pitching & Presentation • Graphic Design • Moodboards • Customer Engagement • Social Media • Continuous Improvement • Photography • Videography • Post-Production • Vendor Management • Contract Negotiation • Styling • Storytelling • Digital Engagement • Account Management • People Development


SKILLS

Analytical Thinking • Coaching & Mentoring • Problem Solving • Influence & Negotiation • Conflict Resolution • Attention to Detail • Verbal Communication • Written Communication


PROFESSIONAL EXPERIENCE

  • Implemented streamlined, cross-functional workflows at Anthem and Ryderwear that inspired a collaborative environment between departments that enhanced productivity and team culture.

  • Played a key role in securing the successful pitch win for the Broadway musical Hadestown marketing campaign by developing creative concepts, social media strategies, content ideas, and design approaches that shaped the campaign for its Melbourne and Sydney seasons.

  • Delivered creative and art direction to address a key strategic gap in Melbourne Park’s rebrand, developing and executing social media strategy, visual direction, and design assets that strengthened consideration-phase campaigns across major events.

  • Established a high-performing creative team from scratch at Ryderwear, moving several functions in-house to save costs and time.

  • Oversaw external media agencies for Ryderwear to deliver its largest campaign in company history.

  • Remotely-managed the Ryderwear creative program for a period of nine months, including delivering 100% of Black Friday Sale creative assets on time during the year’s peak period.

  • Collaborated on the creative pitch process for Intuit, delivering a $1.5 million contract for George P. Johnson (GPJ).

  • Drove the Art Direction for the IBM Melanoma project at GPJ, an innovative activation involving skin checks at Bondi Beach that was shortlisted for Cannes Creative Awards.

  • Creative Lead for the Yonex Australian Open (AO), delivering a music-inspired game to showcase Yonex’s craftsmanship. 4,800 fans completed 125 hours of gameplay, a 174% increase YoY.

  • Managed the Art Direction for the Central Coast Council rebrand initiative, events and social campaigns.

  • Overall Winner: ADMA Creative School. An educational program run by the Association for Data-Driven Marketing & Advertising (ADMA) to train aspiring copywriters and art directors for the advertising industry.

  • Planned and executed a unique photography campaign for the Warner Music x Converse collaboration ‘In Their Shoes’, a charity initiative that saw over 70 pairs of hand-designed Converse sneakers created by celebrated global artists auctioned off, raising $36,000 for cancer research.

  • Art direction and design of the Metallica EP releases ‘Six Feet Down Under’ and ‘Six Feet Down Under II’, creative efforts that were personally approved by members of Metallica.

  • Created viral social media content shared by Will Ferrell and the Red Hot Chili Peppers for the infamous ‘Drum Off’ in 2011.

HEAD OF CREATIVE
Anthem
December 2023 – August 2025

Core Responsibilities:

  • Produced new creative concepts and designs for a range of new and existing projects.

  • Maintained quality of all work output produced by the Creative Studio.

  • Effectively integrated creative output with other departments, developing effective and inspirational work on time, on brand, and on strategy.

  • Drove best practices across all creative including design, illustration, motion graphics, editing, and content.

  • Continually analysed and implemented applicable design and cultural trends to maintain the standard of innovation, creativity, and excellence.

  • Led a growing team to execute incredible creative.

  • Cultivated, mentored, advocated for, and worked alongside a team of creatives, continually engaging them in career development and skill growth.

  • Identified and nurtured talent and built relationships with outside partners such as freelancers and vendors to maintain elevated creative and strategic standards.

  • Was aware of all creative developed by the team, ensuring deliverables effectively addressed marketing goals and challenges.

  • Presented, or oversaw the presentation of, final concepts, and obtained client approvals for deliverables in conjunction with the Client Services account management team.

  • Worked with the Studio Manager and Head of Client Services to prioritise work and resources across jobs and projects based on short- and long-term needs, ensuring timelines and standards were met, with deliverables in line with marketing strategy.

CREATIVE CONSULTANT & DESIGNER
Dan O’Brien Creative
April 2022 - December 2023

Core Responsibilities:

  • Deliver expert creative consulting services to a range of clients including The Misfits, The Company We Keep, George P. Johnson, Peter Rix Management, Organised Pandamonium, Darkhorse, Entertainment Marketing Group and Lorna Murray.

  • Liaise with clients to hold creative development and requirements-gathering discussions to determine their needs and develop proposals aligned with their vision.

  • Provide clients with creative and art direction for brand experience campaigns to support them in building their businesses and achieving sustainable growth outcomes.

  • Develop and refine concepts, visuals, and mockups, integrating client feedback or additional suggestions whilst maintaining design integrity.

  • Prepare engaging pitch and presentation decks for response to briefs and expression of interest processes to secure new clients.

  • Analyse client business performance and outcomes from previous campaigns to recommend opportunities for improvement that are better aligned with client (and their target customer) needs.

  • Design creative concepts and hero artwork for major theatre productions to engage, surprise and delight the audience.


CREATIVE TEAM LEAD & ART DIRECTOR
Ryderwear
August 2020 – April 2022

Core Responsibilities:

  • Established and led a talented team to deliver expert creative design and direction for a leading activewear brand.

  • Championed the creation of innovative and engaging multimedia assets including video, photography, print, social and eDM to promote a consistent brand voice and strong customer engagement.

  • Managed the recruitment, onboarding, and training of new staff to bring top talent into the business and support them in achieving success.

  • Collaborated with internal stakeholders to drive the creative direction of the business in alignment with broader strategic and business goals.

  • Conducted comprehensive reviews of creative work with marketing teams and other stakeholders to see clear and actionable feedback to improve concept designs.

  • Drove the development of the brand’s creative strategy and concept creation to promote ongoing business growth and strong customer engagement.

  • Conceptualised and oversaw all facets of the creative process including brainstorming, ideation, pitch, design, photography, video concept capture, styling, post-production, and delivery.

  • Established and maintained the style guide for the hero brand and each sub-brand in the Ryderwear portfolio.

  • Negotiated contracts with external media agencies to manage major brand campaigns requiring specialist expertise.

  • Leveraged A/B content testing and data analysis to refine creative outputs, improving customer engagement and return on ad spend.

  • Administered all team timelines, resourcing, approvals and sign-offs to ensure that all projects were delivered on time, to scope and within budget.


ACCOUNT CREATIVE LEAD / ART DIRECTOR / SENIOR GRAPHIC DESIGNER
George P. Johnson (GPJ)
October 2014 – August 2020

Core Responsibilities:

  • Managed a dedicated project team to conceive, develop and implement campaign concepts for large-scale event campaigns.

  • Led the design of nuanced, innovative hero artwork that influenced the campaign’s look and feel in alignment with the client’s brand voice.

  • Facilitated the creation of moodboards and brief designs for campaign rollouts.

  • Collaborated with production staff to ensure that key project deliverables were met, and project budgets adhered to.

  • Innovated, conceptualised and developed brand experience campaigns from end to end, including UX and UI design.

  • Analysed and revised concepts to ensure that they meet client expectations, whilst adhering to their vision and broader brand story.

  • Coordinated workflows and delegated work based on staff workload, capability and individual talents.

  • Implemented coaching and mentoring programs to support staff in enhancing their creative skills and driving cross-functional collaboration.

  • Photoshopped environmental space concepts for stage designs and expo spaces.

  • Pioneered a seamless customer journey for all engagements to encourage repeat business opportunities.

    Facilitated the build and presentation of pitch decks to acquire new clients and tender for new projects with existing clients.

  • Designed creative narratives and themes to support clients in showcasing case studies, products and technology in memorable ways.


SENIOR GRAPHIC DESIGNER
Warner Music Australia / QL Graphics
September 2003 – October 2014

Core Responsibilities:

  • Appointed as the in-house designer for Warner Music Australia.

  • Created online and offline content to promote upcoming artist releases and tours.

  • Identified and activated pathways to more effectively leverage social media in creating viral content to build engagement with key artists.


PHOTOGRAPHER
Dan O’Brien Creative
January 2003 – Current

Core Responsibilities:

  • Provide innovative and engaging photography services for a range of clients with a strong specialisation in music events.

  • Attend events including music festivals, concerts and backstage presentations to capture

    in-the-moment images for future use as part of artist campaigns.

  • Undertake wedding and other event photography, working with private clients to capture their special moments.

  • Coordinate all post-capture editing and production to ensure all images are of optimum quality.

  • Liaise with clients to discover their needs and ensure that service delivery is aligned with or exceeds their expectations.

  • Photography of artists including Ed Sheeran, Bruno Mars, Red Hot Chili Peppers, Metallica, Muse, Linkin Park, Paramore, Jason Derulo, James Blunt, Justin Bieber, Coldplay, Sia, Kanye West and others.


QUALIFICATIONS

  • RMIT UNIVERSITY
    User Experience (UX) Design Course
    Developing Artificial Intelligence (AI) Strategy Course

  • MONARCH INSTITUTE
    Artificial Intelligence (AI) for Business and Marketing

  • ADMA AC&E
    Creativity and Effectiveness Program

  • ADMA CREATIVE SCHOOL
    Overall Winner

  • INSTITUTE OF MANAGERS & LEADERS AUSTRALIA
    Intentional Leadership Essentials Program

  • ASHLEY INSTITUTE
    Leadership Certificate IV

  • AUSTRALIAN CENTRE OF PHOTOGRAPHY
    Camera Craft 1
    Camera Craft 2
    Lighting 1

  • KVB INSTITUTE OF TECHNOLOGY|
    Graphic Design Advanced Diploma

  • THE SCHOOL, ROSEBERRY
    Calligraphy Program

SOFTWARE SKILLS

  • Adobe Photoshop

  • Adobe Illustrator

  • Adobe InDesign

  • Adobe Lightroom

  • Figma (Basics)

  • Microsoft Outlook

  • Microsoft PowerPoint

  • Google Chrome

  • Gmail

  • Slack

  • Google Slides

  • Google Sheets

  • Monday.com


References

Contact details provided upon request

Other interests

Music • Film • Art • Cooking • Motorcycles