A little about me

I’m a strategic marketing consultant working across wine, hospitality, tourism and major events.

For over 20 years, I’ve helped businesses grow through clear strategy, strong positioning and practical marketing. My experience spans from the restaurant floor through to state-wide tourism and major events, so I understand both the bigger picture and the day-to-day realities of running a business.

What I specialise in

I work with flavour-first brands to build more structured, sustainable growth.

My focus is bridging the gap between strategy and execution, so you’re not left with a document that sits in a drawer.

• Direct-to-consumer (DTC) wine strategy
  Building wine clubs, improving digital presence and creating more consistent revenue streams

• Hospitality marketing strategy
  Helping venues stabilise trade, refine the customer experience and move from reactive to planned marketing

• Regional tourism and events
  Connecting destinations, partnerships and events to drive visitation and long-term growth

Relevant experience

• Grampians Grape Escape
  Marketing Director and Strategic Planner, leading both long-term strategy (2030 plan) and annual delivery

• Melbourne Food & Wine Festival
  Global communications across major activations, including large-scale public events

• Brand and DTC launches
  Built the DTC model for Trapeze Wines and led brand revitalisation projects for beverage businesses

• Hospitality and beverage clients
  Strategic support across a range of respected Victorian venues, producers and groups

How I work

I work closely with business owners and teams to provide clear direction, practical priorities and ongoing accountability.

In many cases, I operate as a fractional marketing lead, helping you make better decisions, build internal capability and stay on track over time.

Industry involvement

• Host of The Growth Edit podcast

• Regular speaker at industry events and workshops

• Experience across Visit Victoria and Wine Victoria (2018-2020)

• Board member, Winemakers of Rutherglen (2024)

Qualifications

• Advanced Diploma of Business, RMIT

• WSET Level 2 in Wine