About me

I join the dots and strengthen the connection between product, business and creative, ensuring the best message is distributed in the right format on the appropriate platform. After 10 years in the UK & NZ as a creative director & filmmaker, I moved into brand and content marketing at a global health tech firm, following roles in business development and operations at a media network & gaming start-up. I use storytelling and strategy to drive growth through relationships, strong teams, data insights and creative direction of integrated campaigns on social and emerging platforms including LinkedIn, Twitch & TikTok.

Head of Brand - McCrae Tech

HEALTH TECHNOLOGY SOLUTIONS & AI R&D, 2024 - OnWARDS

In 2024 I was invited to establish and oversee the newco’s brand & marketing function following the divestment of Orion Health and the creation of McCrae Tech.

I’m currently launching and scaling 3 global health tech brands and overseeing an AI-first marketing department delivering GTM strategy, brand positioning and creative, website development, SEO, PR, product content, social media, and campaign delivery, CRM and CMS. My role also involves overseeing global digital health events in the US, SEA, Australia and New Zealand including CIVITAS, HIMSS, and the Australian Digital Health Festival. I work closely with founder Ian McCrae, our co CEOs and VPs of Intelligence, Data and Engineering on media and speaking engagements and thought leadership, while managing budgets, recruitment marketing, industry sponsorships, and NZTE funding relationships. My focus is turning complex health tech into accessible, actionable narratives that drive growth, visibility, and engagement across every channel and stage of the journey.

Senior Marketing & Comms Manager - Orion Health

HEALTH TECHNOLOGY SOLUTIONS & AI R&D, 2023-24

Responsible for creating, developing & delivering brand story, global marketing & communications campaigns for Saas B2B AI health technology solutions. I foster collaboration across leadership, people, product, sales,  R&D departments, and agency & govt stakeholders to reach global audiences, build relationships & drive sales. I deliver global go-to-market and communications strategies, digital marketing channels and department tooling, with a focus on thought leadership, uncovering market insights and positioning Saas B2B products as game changers transforming the Health IT market.

Director of Operations - Lets Play.Live

Media network & gaming start-up, 2020-23

Responsible for optimising operational effectiveness & working with CEO to develop business growth strategy in NZ & Australia. Key account & stakeholder management for client campaigns using agency workflows. Marketing & reputation growth. Creative campaign director. Driving reach growth & reporting, articulating complex sales offerings, developing content products & sponsorship offerings.

Founder - Alchemy Content

production company & creative consultancy, 2015-2020

Founded Alchemy content to develop and produce branded video campaigns, commissioned documentary and scripted content for social media & broadcast. Clients included Greenpeace, Air New Zealand, Fairfax, South Pacific Pictures.

Creative Director - Uno Loco

events, media production & experiential engagement agency, 2013-2015

Working with the ECD and Head of Production to develop branded content and experiences for B2B & B2C client events & strategic communications campaigns. Worked with Mercury Energy, Coca-Cola Amatil, Vodafone, Kea World Class New Zealander of The Year, Lion.

Writer & Director - Freelance UK & NZ

BBC, MTV, cartoon network, disney, Sky tv, downlow concept, 2003-2013

Highlights included devising content for the global brand launch of BBC Earth, interstitial content for Top Gear, producing music TV series Rockfeedback.tv on location at festivals in Norway, US, UK & Japan, winning European Creative Newcomer of the Year for creating 26 episodes of original Disney series Toon News.