Growing up, I always wanted to be an artist. I just didn't know yet what that would look like.

It all started with beauty. I worked as a make-up artist on photoshoots, live shows, and corporate events at some of Melbourne's most iconic venues, and somewhere along the way I picked up a camera and fell in love with that too.

At first, I built a personal beauty brand on Instagram that, honestly, grew faster than I ever expected. Within a year, it had reached 20,000 followers, and suddenly global brands were reaching out. I landed on the PR lists of Anastasia Beverly Hills, Kat Von D Beauty, and ColourPop, three major beauty brands. This experience was a career-defining moment, and everything I had been doing up until that point had started to form into something bigger.

Around that time was also when I started a Bachelor of Business in Marketing, wanting to understand the strategic side of the creative work I was already doing.

That curiosity led to some of the most exciting work of my career. I began producing campaign imagery and creative assets for brands I genuinely admired, creating visuals that reached millions of people across the world.

It was at this point that I started building an independent creative practice. I worked across campaigns, design, and social media content production for B2C businesses of all shapes and sizes.

These days I work across brand strategy, campaign development, digital acquisition, UX/UI, design, and performance marketing. I have reshaped brands, strengthened their digital presence and improved how they communicate with their audiences. My digital advertising and CRO work increased qualified leads for a corporate business by 38%, reduced website bounce rates by 20%, and more than doubled engagement time. Campaigns I lead produced more than double the leads for a specialised department, while social content I produced for a global beauty brand was published to an audience of more than eight million followers.
 

My photography has never really left me either. My work has been exhibited in galleries across Melbourne and featured in British Vogue, Vogue Italia (online), Hello May, and Ellements Magazine. I've been recognised with a Silver with Distinction and multiple Silver awards at the Victorian Epson and Australian Professional Photography Awards.

Outside of work, I draw, paint, and read. I'm also a huge music fan and try to attend as many live shows as I can each year. I enjoy visiting art galleries and exhibitions, and spending time outdoors hiking or exploring new places, with my camera usually coming along for it all.​