Tech continues to fracture media and propagate micro-tribes but it also enables us to discover the underlying patterns and composition of these groups. I’ve set up my stall at the intersection of strategy, culture and data, helping companies to develop multiple, targeted campaigns that enable brands to thrive and win.

An entrepreneurial and passionate marketer, my career started in NZ working in radio. After moving to London and spending 10 years working in experiential marketing, I founded Because Australia in 2010. My focus is all about creative ideas that deliver measurable value for our clients.

I'm an experienced marketer who has worked both client and agency side in London, Dubai and Singapore. Agency-side, I've managed accounts for Heineken, Jack Daniels and Fevertree. I've also worked for Dubai's leading multi-brand sports retailer, featuring brands such as Nike, The North Face, and Timberland.

After founding Because Ireland in 2005, I now lead Because NY. I bring hands-on, global experience when solving client marketing and sales challenges. Working on award-winning campaigns with clients like Coca-Cola, Heineken, Dropbox has given me a unique insight into what it takes to deliver innovative solutions for clients.

I have a genuine love of brand experience and the way it impacts positively on consumer behaviour. I adore our clients, our work and our agency, and having been at Because since 2000, I've spent many years making some of the world’s biggest brands come alive.