Managing Director, The Pharm (2021-present)
I'm currently leading and transforming the Walgreens Boots Alliance (WBA) account at the Pharm - a dedicated agency set up to service Boots & No7 Beauty Company in the UK. Shaping, growing and managing an integrated advertising, CX/CRM, content, media, publishing and PR team.
The Pharm is a formal joint venture between from VML, Ogilvy and EssenceMediacom.
To to date we've;
- Developed a transformation blueprint - setting collective goals to widen WPP's capabilities and accelerate WBA's business growth
- Reset the Boots brand purpose and positioning.
- Helped achieve thirteen quarters of consecutive growth for the Boots business.
- Delivering the most successful UK beauty launch of all time with No7 Future Renew
- Won client-agency partnership of the year 2022 at the Oystercatchers Awards.
- Implemented CX and Human Centred Design methodologies into the heart of the agency process.
- Restructured the business, including setting up a Content Studio that handles all high volume paid & owned asset production, organic social, influencer and publishing outputs.
- Raised the bar creatively, with more data and insight-driven work leading to a 25% improvement in ROI on major initiatives.
And most importantly, we've created a vibrant, inclusive, progressive culture that we are extremely proud of.
Managing Director (2017 - 2020)
Successfully merged Havas and Host, achieving the goal of becoming Australia’s most progressive creative agency; forming a team of over 100 staff from a wide array of disciplines.
Awards & Accolades
- Created the world’s most awarded campaign in 2018 (WARC 100), The Palau Pledge.
- Two D&AD Black Pencils (plus the ‘Black Pencil of the Decade’ for Design).
- Three Grand Prix at Cannes, including Titanium, for the Palau Pledge.
- Two Effectiveness Grand Prix for Defence Force Recruiting, our largest client.
- Spikes-Asia APAC Agency of the Year & AWARD Australian Agency of the Year.
- Webby for the ‘Bottom 100’ campaign for UN’s Fund for Peace.
Culture & People
- Transformed the agency culture post-merger, implementing a bespoke staff survey and swiftly acting upon the data. Staff retention levels remained within industry benchmarks, despite major organisational change.
Leadership & Management
- Built a team capable of delivering world-class creative solutions across the entire brand experience; be it comms, content, tools, experiences or utilities.
- Created the most integrated agency offering in the market; implementing new processes, tools and team structures.
Commercial Growth
- Precise management of the P&L lead to a pre-tax profit improvement of 44% YOY 2019 vs 2018.
- Implemented a new business strategy which resulted in a 30% increase in pitch conversion (53% conversion from final pitch to client win in 2019).
- Delivered incremental new business revenue of £3m over 18 months.
Process & Systems
- Developed and implemented a bespoke data-driven planning process, combining CX tools and brand planning with a unique research methodology.
- Expanded digital capabilities to include innovation and CX experts in a team that included market leading development capabilities.
Managing Director (2016 - 2017)
Lead an agency of over 100 people. Set the groundwork in 2016 for the most successful year in Havas Sydney’s history in 2017. Achievements include;
- Highest employee engagement survey results ever (top 5 office in Havas network globally).
- Appointed new creative leadership who helped deliver over 60 international awards, while also developing the work that resulted in our globally recognised award wins in 2018.
- Our largest client, Defence Force Recruiting, had their most effective year ever.
- Lowest staff turnover ever recorded at Havas Sydney.
- Highest EBIT delivery in over a decade (18% higher than in 2016).
Client Services Director (2014 - 2016)
Management responsibility for the Defence Force Recruiting (DFR) government contract across all integrated communications, social media, content production and digital services. Lead the team developing work for all the Australian Defence Forces (Navy, Army & Air Force) that delivered their highest recruitment target achievement ever despite spending 7% less than in previous years.
Group Account Director (2012 - 2014)
My group included Virgin Mobile, eBay, PayPal and Sony. Won Cannes Lions and a Webby for advertising, digital, social and mobile campaigns for Virgin Mobile.
Regional Account Director, London (2010 - 2012)
Responsible for Guinness advertising output across Africa. Managed a highly diverse team split across London, Cape Town, Lagos and Nairobi.
Senior Account Director, Sydney (2007 - 2009)
Ran the Sony Electronics portfolio: Bravia, Cyber-shot, Handycam, Vaio and Walkman. Creative work awarded at the One Show, Cannes plus multiple local award shows.
Account Director, Sydney (2006 - 2007)
Lead the Lion innovation group within the agency. Relaunched and rebranded James Squire Beers and launched McKenna Bourbon.
Account Director, Sydney (2004 - 2006)
Worked on the integrated IAG Insurance Group account: NRMA, SGIC and SGIO.
Account Executive > Senior Account Manager, London (2001 - 2004)
Cut my teeth on a range of major brands, including Jameson, HMV and Waterstones.