Mar 2024 – Aug 2026

• Sole in-house designer across the O’Brien Group and national service brands, owning high-volume BAU alongside major brand, digital and environmental projects.

• Led O’Brien’s national brand refresh from concept through rollout, developing visual systems, guidelines and scalable assets across Group, AutoGlass, Glazing, Electrical & Plumbing, Authorised Dealers and Commercial.

• Owned brand stewardship across digital, print and physical touchpoints, partnering with Marketing, Property, Digital, agencies, freelancers, builders and suppliers to maintain quality and consistency.

• Led creative development and rollout for integrated campaigns, launches, events and national business communications across digital, social, CRM, print, OOH and environmental applications.

• Co-led the website and online booking journey redesign, translating the refreshed brand into clearer B2C and B2B experiences, reusable UI elements and customer journeys.

• Developed scalable design systems and self-service tools including social templates, Marketo email journeys, Canva brand kits, SharePoint Brand Hubs, presentations and reusable marketing templates.

• Created the national Service Centre and Distribution Centre design system, bringing signage, wayfinding, fit-outs, materials, finishes and supplier specifications into one repeatable branded experience.

• Led the redesign of O’Brien’s national fleet across AutoGlass, Commercial and EV vehicles, taking creative from concept and stakeholder approval through artwork and production.

• Delivered print, POS, signage, large-format, event, merchandise, uniform and B2B collateral, managing finished artwork, production quality and supplier handover.

• Rolled out Indigenous artwork across vehicles, environments, merchandise and internal communications while protecting cultural and design integrity.

• Created custom iconography, graphic devices, patterns, animation and branded visual systems across campaigns and communications.

• Improved briefing, DAM, file structures, Monday.com workflows and production processes to increase consistency and speed to market.

• Planned and supported brand shoots and managed freelance creative support when required.

Mar 2017 – Jan 2024

• Created integrated campaigns across eDM, web, app, display, social, print, OOH, lounge and activation touchpoints.

• Owned projects from brief and concept through design, copy, stakeholder presentation, production and multi-channel rollout.

• Developed targeted B2C and B2B creative across member lifecycles using behaviour, status, points balance and engagement to shape messaging.

• Redesigned Velocity’s premium Status member journey across key digital and physical touchpoints.

• Acted as a brand steward for Velocity, maintaining consistency across digital, print, environmental and physical experiences.

• Combined design and copywriting across campaigns, CRM, OOH, social, scripts, activations, presentations, sales collateral and member communications.

• Created illustrations, iconography and UI assets for Velocity web and app experiences and maintained digital guidelines, templates and image libraries.

• Collaborated cross-functionally with CRM, Digital, Marketing, agencies, suppliers and senior stakeholders in a fast-moving environment.

• Reviewed campaign performance and used insights to inform future creative; managed image-library production budgets.

• Led the move to in-house eDM builds, creating templates, processes and documentation and training Marketing teams to self-manage production.

• Improved workflows in Jira, managed internal design briefs and supported junior designers.

• Created brand and campaign content across social, web, blogs, YouTube, eDM, retail and print.

• Owned eDM campaigns from concept, design and copy through scheduling, reporting and optimisation.

• Produced and art directed product and campaign photography/video, including early-morning and multi-day location shoots.

• Worked with professional anglers, ambassadors and partners to develop authentic content and campaign stories.

• Adapted global campaigns for the Australian market while maintaining brand consistency.

• Designed POS, packaging, magazine advertising, price lists, store signage, merchandise and large-format trade/event collateral.

• Supported retail marketing, campaign reporting and Australian brand stewardship.

Oct 2013 – May 2014

• Owned high-volume eCommerce creative across eDM, website, social, digital campaigns and print.

• Took EDMs from concept, design and copy through scheduling and delivery.

• Managed campaign production, image retouching and fast-turnaround asset creation as the sole digital/print designer.

• Worked directly with the founder in a fast-moving start-up environment and became the first intern to move into a permanent design role.