About me
I expertly leverage AI to join the dots between creative, business and product, making sure the right story is told in the right format on the right platform. After 10 years in the UK & NZ as a creative director & filmmaker, I moved into brand and content leadership to global health tech, 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.
Head of Brand - McCrae Tech
HEALTH TECHNOLOGY SOLUTIONS & AI R&D, 2024 - 2025
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’ve launched and scaled global health tech brands from scratch, including an AI-powered brand & marketing function, developed and executed a GTM strategy, product and business storytelling funnel, brand positioning and creative, website development, built our PR story, our SEO, AEO & GEO capability, and our CRM and CMS stack. My role also involved 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 was 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, and secure $100k funding from NZTE for market validation activities. 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 award-winning 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, DISNEY, CARTOONNETWORK, DISNEY, SKY TV, DOWNLOW CONCEPT, 2003-2013
Highlights included devising content for the global brand launch of BBC Earth, interstitial content for Top Gear, and Cartoon Network series Skatoony, producing MTV 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.