My Story
Built from
the water up.
I've been the scrappy founder building from zero, the marketing manager learning the ropes at a big company, and the global executive with a budget, a team, and a number to hit. Knowing which mode to operate in, and when to switch, is what I bring to our work.
Twenty years across a Fortune 200, an ASX 200 public company, two mid-size private companies, a sub-10-person startup, and my own business, Surf Life for Women, which I built from zero to 1,000+ global retail locations, giving me a wide-angle view of what actually works, and what doesn't, at every size and stage. That experience, paired with an MBA, is the foundation I bring to every client.
In 2000, I founded Surf Life for Women, an independent magazine at a time when women in surf were mostly an afterthought. No playbook. No budget. I built the team, the strategy, and the distribution from scratch, growing it to 1,000+ global retail locations, with subscriptions up 200% and newsstand sales up 400%. It was proof that the right story, told with conviction and built on community, can build a business and make positive impact. On the flip side, the decline of print media and limited ad revenue led to some hard lessons on cash flow.
Surf Life for Women Magazine · Issues from the run, 2000–2006
What followed was nearly a decade at Thermo Fisher Scientific, a Fortune 200 company, where I grew through progressive roles into global Marketing Director. Launching award-winning products, building channel programs that drove double-digit international growth, and learning how the world's best marketing organizations are designed and run.
Then a VP of Marketing role at Nanosonics (ASX 200), where I built the entire Americas demand generation function from scratch and delivered $3.2M in closed-won revenue within 18 months and was recognized with President's Club in 2025.
Thermo Fisher Scientific · Genetics Science Division
Nanosonics · APIC Conference
Along the way, there was brand management work at Teamwork Athletic Apparel, where I built a brand identity that had to move product. And time in the surf industry's SaaS world, helping AkuShaper diagnose its churn problem and build the systems to solve it. That's where I remembered what I love most: sharp analysis paired with gut instinct. Knowing when to use a framework and when to trust your read.
The discipline of a Fortune 200 director, the instincts of a founder, and the VP-level experience of someone who has built teams, managed budgets, and carried real revenue targets. That's what I bring to your business. I work with a small roster of clients by design, so every engagement gets my full attention. And I always start the same way: by finding what's already working, and building everything else from there.
