PROFESSIONAL PROFILE

An accomplished creative leader and design specialist with over 20 years of experience developing innovative, engaging content across a range of media and platforms.

Passionate about working collaboratively with clients to bring their vision to life in new and exciting ways. A true people connector who develops and maintains strong professional networks that can be leveraged to drive outstanding project outcomes.

Enjoys building high-performing teams of top creative talent who are inspired and motivated to achieve great results. Currently seeking new opportunities in a leadership-focused creative role.


EXPERTISE

Leadership • Creative Design • Art Direction • Strategic Planning • Brand Development • Concept Creation • Pitching & Presentation • Graphic Design • Moodboards • Customer Engagement • Social Media • Continuous Improvement • Photography • Videography • Post-Production • Vendor Management • Contract Negotiation • Styling • Storytelling • Digital Engagement • Account Management • People Development


SKILLS

Analytical Thinking • Coaching & Mentoring • Problem Solving • Influence & Negotiation • Conflict Resolution • Attention to Detail • Verbal Communication • Written Communication


PROFESSIONAL EXPERIENCE

  • Established a high-performing creative team from scratch at Ryderwear, moving several functions in-house to save costs and time.

  • Developed and implemented streamlined, cross-functional workflows at Ryderwear that inspired a collaborative environment between departments that enhanced productivity and team culture.

  • Oversaw an external media agency at Ryderwear to deliver the largest creative campaign in the company’s history.

  • Remotely-managed the Ryderwear creative program for a period of nine months, including delivering 100% of Black Friday Sale creative assets on time during the year’s peak period.

  • Collaborated on the creative pitch process for Intuit, delivering a $1.5 million contract for 
George P. Johnson (GPJ).

  • Drove the Art Direction for the IBM Melanoma project at GPJ, an innovative activation involving skin checks at Bondi Beach that was shortlisted for Cannes Creative Awards.

  • Appointed as the Creative Lead for the Yonex Australian Open (AO) activation for GPJ, delivering a music-inspired game to showcase Yonex’s craftsmanship that saw over 4,800 fans to complete 125 hours of gameplay across 16 days, a 174% increase YoY at the AO.

  • Managed the Art Direction for the Central Coast Council rebrand initiative, including local events and social media campaigns.

  • Delivered substantial brand activation creative direction for SAP, including the recent AO activation.

  • Creative School Overall Winner - ADMA (Association for Data-Driven Marketing & Advertising)

  • Planned and executed a unique photography campaign for the Warner Music x Converse collaboration ‘In Their Shoes’, a charity initiative that saw over 70 pairs of hand-designed Converse sneakers created by celebrated global artists auctioned off, raising $36,000 for cancer research.

  • Coordinated the design and layout of the Metallica EP releases ‘Six Feet Down Under’ and ‘Six Feet Down Under II’, creative efforts that were personally approved by members of Metallica.

  • Created viral social media content shared by Will Ferrell and the Red Hot Chili Peppers for the infamous ‘Drum Off’ in 2011.

HEAD OF CREATIVE
Anthem
December 2023 – Present

Core Responsibilities:

  • Produce new creative concepts and designs for a range of new and existing projects.

  • Maintain quality of all work output produced by the Creative Studio.

  • Effectively integrate creative output with the other departments, to develop effective and inspirational work on time, on brand, and on strategy.

  • Drive best practices across all creative including design, illustration, motion graphics, editing and content.

  • Continually analyse and implement applicable design and cultural trends to maintain the standard of innovation, creativity, and excellence.

  • Lead a growing team to execute incredible creative.

  • Cultivate, mentor, advocate for, and work alongside a team of creatives, continually engaging them in career development and skill growth.

  • Identify and nurture talent and build relationships with outside partners such as freelancers and vendors to maintain elevated creative and strategic standards.

  • Be aware of all creative developed by the team, ensuring deliverables that effectively address marketing goals and challenges.

  • Present, or oversee presentation of final concepts, and obtain client approvals for deliverables in conjunction with Client Services account management team.

  • Work with Studio Manager and Head of Client Services to prioritise work and resources across jobs and projects based on short and long-term needs, ensuring timelines and standards are met, with deliverables in line with marketing strategy.

CREATIVE CONSULTANT & DESIGNER
Dan O’Brien Creative
April 2022 - December 2023

Core Responsibilities:

  • Deliver expert creative consulting services to a range of clients including The Misfits, The Company We Keep, George P. Johnson, Peter Rix Management, Organised Pandamonium, Darkhorse, Entertainment Marketing Group and Lorna Murray.

  • Liaise with clients to hold creative development and requirements-gathering discussions to determine their needs and develop proposals aligned with their vision.

  • Provide clients with creative and art direction for brand experience campaigns to support them in building their businesses and achieving sustainable growth outcomes.

  • Develop and refine concepts, visuals, and mockups, integrating client feedback or additional suggestions whilst maintaining design integrity.

  • Prepare engaging pitch and presentation decks for response to briefs and expression of interest processes to secure new clients.

  • Analyse client business performance and outcomes from previous campaigns to recommend opportunities for improvement that are better aligned with client (and their target customer) needs.

  • Design creative concepts and hero artwork for major theatre productions to engage, surprise and delight the audience.


CREATIVE TEAM LEAD & ART DIRECTOR
Ryderwear
August 2020 – April 2022

Core Responsibilities:

  • Established and led a talented team to deliver expert creative design and direction for a leading activewear brand.

  • Championed the creation of innovative and engaging multimedia assets including video, photography, print, social and eDM to promote a consistent brand voice and strong customer engagement.

  • Managed the recruitment, onboarding, and training of new staff to bring top talent into the business and support them in achieving success.

  • Collaborated with internal stakeholders to drive the creative direction of the business in alignment with broader strategic and business goals.

  • Conducted comprehensive reviews of creative work with marketing teams and other stakeholders to see clear and actionable feedback to improve concept designs.

  • Drove the development of the brand’s creative strategy and concept creation to promote ongoing business growth and strong customer engagement.

  • Conceptualised and oversaw all facets of the creative process including brainstorming, ideation, pitch, design, photography, video concept capture, styling, post-production, and delivery.

  • Established and maintained the style guide for the hero brand and each sub-brand in the Ryderwear portfolio.

  • Negotiated contracts with external media agencies to manage major brand campaigns requiring specialist expertise.

  • Leveraged A/B content testing and data analysis to refine creative outputs, improving customer engagement and return on ad spend.

  • Administered all team timelines, resourcing, approvals and sign-offs to ensure that all projects were delivered on time, to scope and within budget.


ACCOUNT CREATIVE LEAD / ART DIRECTOR / SENIOR GRAPHIC DESIGNER
George P. Johnson (GPJ)
October 2014 – August 2020

Core Responsibilities:

  • Managed a dedicated project team to conceive, develop and implement campaign concepts for large-scale event campaigns.

  • Led the design of nuanced, innovative hero artwork that influenced the campaign’s look and feel in alignment with the client’s brand voice.

  • Facilitated the creation of moodboards and brief designs for campaign rollouts.

  • Collaborated with production staff to ensure that key project deliverables were met, and project budgets adhered to.

  • Innovated, conceptualised and developed brand experience campaigns from end to end, including UX and UI design.

  • Analysed and revised concepts to ensure that they meet client expectations, whilst adhering to their vision and broader brand story.

  • Coordinated workflows and delegated work based on staff workload, capability and individual talents.

  • Implemented coaching and mentoring programs to support staff in enhancing their creative skills and driving cross-functional collaboration.

  • Photoshopped environmental space concepts for stage designs and expo spaces.

  • Pioneered a seamless customer journey for all engagements to encourage repeat business opportunities.

    Facilitated the build and presentation of pitch decks to acquire new clients and tender for new projects with existing clients.

  • Designed creative narratives and themes to support clients in showcasing case studies, products and technology in memorable ways.


SENIOR GRAPHIC DESIGNER
Warner Music Australia / QL Graphics
September 2003 – October 2014

Core Responsibilities:

  • Appointed as the in-house designer for Warner Music Australia.

  • Created online and offline content to promote upcoming artist releases and tours.

  • Identified and activated pathways to more effectively leverage social media in creating viral content to build engagement with key artists.


PHOTOGRAPHER
Dan O’Brien Creative
January 2003 – Current

Core Responsibilities:

  • Provide innovative and engaging photography services for a range of clients with a strong specialisation in music events.

  • Attend events including music festivals, concerts and backstage presentations to capture

    in-the-moment images for future use as part of artist campaigns.

  • Undertake wedding and other event photography, working with private clients to capture their special moments.

  • Coordinate all post-capture editing and production to ensure all images are of optimum quality.

  • Liaise with clients to discover their needs and ensure that service delivery is aligned with or exceeds their expectations.

  • Photography of artists including Ed Sheeran, Bruno Mars, Red Hot Chili Peppers, Metallica, Muse, Linkin Park, Paramore, Jason Derulo, James Blunt, Justin Bieber, Coldplay, Sia, Kanye West and others.


QUALIFICATIONS

  • INTENTIONAL LEADERSHIP ESSENTIALS PROGRAM
    Institute of Managers & Leaders Australia

  • LEADERSHIP CERTIFICATE IV
    Ashley Institute

  • ADVANCED DIPLOMA IN GRAPHIC DESIGN
    KVB Institute of Design

  • ADMA CREATIVE SCHOOL - OVERALL WINNER
    ADMA - Association for Data-Driven Marketing & Advertising

  • ADMA AC&E PROGRAM
    ADMA - Association for Data-Driven Marketing & Advertising

  • CAMERA CRAFT 1 & 2 PROGRAM
    Australian Centre of Photography

  • PHOTOGRAPHY LIGHTING PROGRAM
    Australian Centre of Photography

  • CALLIGRAPHY PROGRAM
    The School, Roseberry


SOFTWARE SKILLS

  • Adobe Photoshop

  • Adobe Illustrator

  • Adobe InDesign

  • Adobe Lightroom

  • Microsoft Outlook

  • Microsoft PowerPoint

  • Google Chrome

  • Gmail

  • Google Slides

  • Google Sheets

  • Monday.com


References

Contact details provided upon request

  • Chloe Noel De Kerbrech
    Managing Director, The Misfits, Sydney

  • Charles Turner
    Managing Director, George P. Johnson, Melbourne

  • Meghann Reeves
    Chief Marketing Officer, Global Fashion Labels

  • Andy Irwin
    Creative Director, Ryderwear 


Other interests

Music • Film • Art • Cooking • Motorcycles