Planning manager · EssenceMediacom (WPP) · 2024 to 2025
Mars Wrigley
Planned the FY25 Mars Wrigley media portfolio: $20M+ of investment built against a 7.5% NSV uplift target. The same desk shipped Whiskas Pocket Dial with Uber Ads, and took Milwaukee's first ever brand campaign, around $2M, to market.
$20M+FY25 portfolio planned
7.5%NSV uplift target
~$2MMilwaukee first brand campaign
The work
Milwaukee · first brand campaignM&M's · the portfolio
Specsavers · Black Friday, 50% off
Senior investment executive · Initiative (IPG) · 2022 to 2024
Specsavers
Traded $11.5M of Specsavers media at Initiative. Black Friday 2023 delivered the client's highest ever monthly revenue, the trading relationship rating lifted from 7 to 8.5, and negotiated bonus OOH passed $1M.
$11.5MSpecsavers media traded
8.5TRR, lifted from 7
$1M+bonus OOH negotiated
The work
Sydney Airport · out of home
News Corp Motoring · the automotive program
Client strategy manager (contract) · News Corp Australia · 2025
News Corp
A contract seat inside the publisher, writing the partnership responses that go out to clients. The desk ran at roughly a 70% win rate, including an automotive go to market program worth $500K+.
~70%response win rate
$500K+automotive go to market
Black Swan Dips · swan dive in
Media analyst (part time) · Spinach Advertising · 2021 to 2022
Spinach
The first room: part time, on live retail accounts. Black Swan Dips lifted in-store sales 14% at national grocers, and Drummond Golf lifted return on ad spend 28% quarter on quarter.
14%in-store sales lift, Black Swan Dips
28%ROAS lift, Drummond Golf
The work
Black Swan Dips · in storeDrummond Golf · ROAS lift
The shelf · brief responses
Spec thinking, shown as spec thinking.
None of this is client work. These are brief responses and self-initiated analysis, written to win roles, partnerships and competitions. Not a highlight reel of perfect work: each one shows the brief, how I approached it under the constraints of the time, and the feedback, outcome and learning that came back. Open one to walk through it.
