Creative and Marketing Manager

The New Zealand Merino Company

July 2010 – Present 

Working with our global brand partners such as Icebreaker, Smartwool, Ibex, Reda, Loro Piana and John Smedley to design and co-create more meaningful customer experiences and communication tools to help increase their customer loyalty.


Founding Partner & Director

RedSeed Ltd

2008 – Present

Founding Partner & Director

The Plant

2001 – 2010 (9 years) Christchruch

Deciding that interaction design and motion-graphics were the new frontier in branding and communications - The Plant was founded in 2001 to be at the forefront of this wave.
From its inception The Plant pushed the boundaries of digital design both in New Zealand and in global markets from Japan to the USA and UK.
Global innovations such as Icebreaker’s Baacode were created at The Plant as the first digital clothing traceability system in the world. My role as one of the founders was to drive creative, strategy and innovation. The Plant was acquired by NZM in 2010.

Creative Director


1995 – 2001 

My role was to manage and drive the creative, strategy and innovation of this leading New Zealand Brand Agency - whilst guiding a team of 15 designers and creatives.