ABOUT MY SERVICES
Branded
Content.
Over a 20-year career, I have worked with around 130 brands to create editorial content, from sponsored features to roundtables, conferences, eBooks, webinars and videos. I can handle every aspect of your campaign, from the wider strategy to writing, filming and recording every story.
Often, the secret to creating content that resonates is to focus on the problem a client addresses, rather than the solution they offer. Good content succeeds when it’s every bit as informative and entertaining as content created without a sponsor. Or in other words: spewing out a sales pitch won’t work because the audience is smarter than they’re given credit for.
I collaborate with clients to identify an area where they’re a natural expert, then devise a solution that works. I’ll avoid vacuous, abstract language like “strategic storytelling” and focus on the core elements of strong interviews, hard reporting and crafting a narrative that will excite readers and viewers.
TRUSTED BY BRANDS INCLUDING
01
Brand
Profiles.
Stories behind the brands.
Profiles that uncover the people behind influential brands and businesses.
From founders and CEOs to creatives and entrepreneurs, I produce in-depth interviews that go beyond biography, exploring the decisions, challenges and experiences that have shaped successful brands.
GRENSON SHOES
NODE
02
Videos & Webinars
I've hosted more than 300 podcasts, webinars and videos, interviewing founders, CEOs and industry leaders across industries as diverse as media, aviation, retail and space.
Before filming begins, I work with clients to develop the editorial direction, identify discussion topics, source speakers and write interview questions. Every production is built around finding the overlap between what a client wants to communicate and what an audience wants to hear. I also advise on the format, pacing and structure of each production, helping shape discussions that work for both live webinar audiences and on-demand viewing.
Whether interviewing one guest or moderating a panel, my role is to keep the conversation moving, ask the questions viewers would ask themselves.
→ Find out more about video content
HSTAR SPACE
Australia's next spaceport
Hstar and Space Centre Australia reveal their ambitious plans for heavy-lift rocket launches.
SHOPIFY
Beyond Google search
A deep dive into the rise of AI shopping assistants and the strategies retailers need to succeed.
GE AEROSPACE
Powering sustainable flight
GE Aerospace explains the technologies driving aviation towards a lower-emissions future.
04
Roundtables.
Roundtables and smaller summits allow businesses to engage potential clients while participating in an industry debate. I have moderated and curated 30 of these over the last decade, on behalf of clients such as the BBC, Amazon and QMS.
I can handle every aspect of the event, from sourcing speakers to interviews to crafting questions in advance and hosting the session itself. Ultimately, my aim is to help a client subtly present themselves as a thought leader, while creating content that engages those around the table.
I can also handle the nitty-gritty, such as booking an appropriate venue, suggesting a format that matches the mood, and crafting the invites. Finally, I'll use my experience to encourage everyone to participate.
→ View roundtable case studies here
05
Magazine production.
For more than 20 years, I've overseen the production of some of the world’s most recognisable lifestyle brands, including Esquire, British GQ, Loaded, Cosmopolitan and The Gentleman’s Journal, sending hundreds of issues to print.
I’ve managed every stage of production, from commissioning stories to editing copy and sourcing world-famous cover stars, while working closely with art directors, chief sub-editors and picture directors.
My experience ranges from consumer titles to highly specialised business publications, giving me the ability to adapt editorial tone and structure for a variety of different audiences.
06
Summit curation.
→ View case studies here
I have curated some of Australia’s most prestigious industry summits, overseeing every aspect of the agenda: from booking keynotes to devising sessions and crafting questions.
I collaborate with organisers to devise sessions delegates want to see. Ones where they'll leave having learned something they can apply to their day-to-day jobs to give them an edge.
That involves crafting an overall theme, ensuring a balanced mix of formats, and working hard to make sure speakers are both entertaining on stage and informative. I can also manage your entire marketing strategy, including writing session descriptions that will convert into ticket sales alongside agonising over every word of your website, social media campaigns and EDMs.
