I’m a strategist who differentiates products and services by creating seamless customer-centric experiences. My unique background in product strategy, digital marketing and branding allows me to solve problems by combining creative thinking with a data-driven approach. I use my skills to shape the interactions people have with products/services/brands, sharpen the impression that is created and improve the businesses bottom line.
I'm experienced in brand, product and digital strategy. I take ideas from inception and build them into products and services. Then, informed by data and culture, I love growing these products and services into brands and experiences that are fresh, memorable and unique. I genuinely get excited about identifying insights from data analysis and executing strategies that make an impact on the business and its customers.
I grew up in a creative household, where I established my initial aspiration to work in a part creative, part analytical field. In 2015 I graduated from Curtin University with a Bachelor of Commerce majoring in Marketing and a Bachelor of Arts majoring in Publishing and Professional Writing. I completed internships at CSRIO, the national science research organization in Australia, and Venn, a boutique art gallery. Prior to completing my double bachelors degree I was enrolled in Art and Contemporary Craft, which left me with a strong appreciation for design. To complement my studies I began freelancing a way of applying my skills and exploring new ideas in a practical context. I was fortunate enough to work on over 14 projects, specializing in digital marketing.
After graduation, in 2015, I moved to California and now live in Los Angeles. I worked at award winning interaction design studio Alto Labs and helped launch their social commerce product Snappic. I then transitioned into brand strategy and currently work at Siegel + Gale. My time working at a SaaS start-up sparked a deep interest in technology. I continue to explore my interests in voice user interface design and facilitate a program called Digital Donuts at Siegel + Gale, where we get together once a week and talk all things digital.
I enjoy working in strategy because I feel it synergises my education, interests and experience, allowing me to deliver a 360-degree view to the organizations I work with. I’m always interested in collaborating with other like-minded individuals and learning about cool products and services, if this is something you like too let’s be friends.
Latest Projects
Amazon Alexa
To learn about voice user interface (VUI) design I followed the Amazon Alexa Cookbook on GitHub and built my first skill called Malapropism. It's available on Amazon Alexa. You can test it out by asking "Alexa, tell me a malaprop quote".
Siegel+Gale
Daily interactions with Netflix, Apple and Amazon are setting a high bar for seamless digital experiences. Check out some of my latest thoughts on the opportunities for financial service brands to improve their experience and exceed customer expectations.
Wells Fargo
I audited 18 financial service brands to uncover the principles of how a modern brand looks, feels and behaves. As this work contains confidential material I'd be happy to personally take you through a summary. Interested in seeing the project? I'd love to show you!
Career Highlights
A short summary of my latest and greatest achievements and work history.
Siegel + Gale
Strategy Analyst (Brand Strategy)
December 2016 - Present | Los Angeles, California
Siegel+Gale is a global brand strategy, design and experience firm. We use the power of simplicity to help organizations realize their full potential.
Snappic
Product Marketing Manager
February 2016 - November 2016 | Los Angeles, California
Snappic (an Alto Labs company) is a social commerce start-up that helps brands gain more revenue through social channels by using optimisation and retention technologies.
Alto Labs
Digital Strategist
October 2015 - November 2016 | Los Angeles, California
Alto Labs is an award winning interaction design and development agency, specialising in ideation, UI/UX, interface design and coding.
Coup Studio
Junior Digital Strategist
October 2014 - September 2015 | Perth, Western Australia
Coup Studio is a small design and marketing studio based in Perth, Australia specialising in website development, branding and marketing.
Formal Education
Bachelor of Arts (B.A.)
Professional Writing and Publishing
Curtin University
2010 – 2015
Bachelor of Commerce (B.Comm)
Marketing
Curtin University
2010 – 2015
Key Skills
Brand Strategy
Digital Marketing and Strategy
Product Marketing
Positioning
Segmentation (User, Audience, Market)
Project Management