Upstream · Northern Beaches, SydneyTactical brand & digital marketing

Books now open for 2027 · Indie studio, Sydney

Only dead fish go with the flow.

The rest of us swim upstream. Brand strategy, campaigns and content for brands that refuse to drift with the current, judged by what they reel in.

More than
two decadesSwimming upstream the whole time

Check my 2027 calendar See the tackle Drop a line

BasedSydney, Australia

ApproachEvidence over opinion

Tackle box

The tackle box.

Four things I fish with. No 40-page capability deck, no account managers in between.

Tackle 01

The spot.

Positioning · brand strategy · voice

Does: Finds where the fish actually are. One thing you can own, said in a voice that sounds like you.

Good for: Launches, rebrands, stalled growth

Bite

Tackle 02

The cast.

Campaigns · paid · owned

Does: Long, accurate and on target. Meta, Google, EDM and the tracking that proves it worked.

Good for: Ticket sales, product drops, lead gen

Bite

Tackle 03

The lure.

Content · social · web

Does: Something worth biting on. Made for the feed, not the boardroom.

Good for: Social proof, community, reviews

Bite

Tackle 04

Catch log.

Reporting · insight · dashboards

Does: What bit, what didn't and where to cast the next dollar.

Good for: Boards, budgets, sponsors

Bite

(01) Selected work

Today’s catch.
Plenty more in the sea.

Brands I’ve built, rebuilt and grown, and what changed because of it.

Commercial marketing2025–Current

01 / 09

Sydney Motorsport Park

Leading commercial marketing for one of Australia’s busiest motorsport venues: the rebuild of the venue website, corporate partnerships and venue hire, the AMIP commercialisation program and a new customer insights program.

Website rebuildPartnershipsVenue hireAMIPCustomer insights

Brand launch2022–2024

02 / 09

Devil’s Barrel Chocolates

Took a premium chocolate brand from first concept to retail. Logo, packaging, merchandise, Shopify store, trademarks and launch events.

15,000bars sold in 10 days at the Royal Easter Show

50+wholesale stockists across NSW, QLD and VIC

Social content2023

03 / 09

Rise Personal Training

Content for a premium personal training gym whose members were high net worth clients. A bold black and yellow look carried across promotions, challenges, group classes and community events, built to feel as polished as the service.

Social contentCampaign creativeBrand consistencyCommunity events

Social proof2018–2022

04 / 09

Killer Coffee

Built a Google review strategy that made social proof the brand’s strongest sales tool, then took the range into more than 500 IGA stores through Metcash.

30 → 500+Google reviews in 12 months, rated 4.7 stars

7.5xreturn on ad spend

Rebrand and growth2018–2022

05 / 09

Coffee Galleria

Looked after every Coffee Galleria brand, including Adore Coffee Roasters. Rebranded the full product range and ran a $1m budget across Meta, Google, print, FMCG and trade.

$90K → $270Kmonthly sales over 18 months

20K → 50K+annual orders

Retail marketing2013–2017

06 / 09

Cavallaro IGA Group

Ran marketing for 27 supermarkets, shaping campaigns, loyalty programs and in-store promotions around each store’s local customers.

27 storesLocal campaignsLoyalty programsTrade shows and gala events

Events and PR2009–2013

07 / 09

Aprilia Motorcycles

Marketing for a luxury motorcycle brand. Ran Aprilia’s stands at the Sydney and Melbourne Motorcycle Shows, managed the press bike fleet and led digital, SEO and CRM.

Motorcycle showsMedia relationsPress fleetSEO and CRM

Online marketing1999–2009

08 / 09

Optus

A decade at Optus across content management, online consumer marketing and online business marketing. Part of the team that launched the iPhone in Australia in July 2008, when Optus brought the iPhone 3G to market.

2008first iPhone launch in Australia

10 yrsacross content, B2C and B2B online

Brand and packaging2025–Current

09 / 09

Freelance and concepts

Freelance brand, packaging and campaign work built on creativity, strategy and results. Recent concepts include coffee packaging, a protein bar and a fitness studio identity.

PackagingBrand identityCampaign creative

Interlude

How it works.

Four steps from first strike to finished work. Hover or tap a frame to open it.

First Strike poster: a chrome fish skeleton dripping paint, with a holographic foil

01 / 04

Part 01

No dead fish.

Make the first move. Grab a time on my calendar or drop me an email. A line or two on what’s going on is plenty. No brief needed.

The Attack poster: a chrome barracuda with bared teeth, dripping paint, with a holographic foil

02 / 04

Part 02

No small talk.

We get straight into it. A quick call where you tell me what you need and I ask the awkward questions. By the end we’ll both know if I’m the right fit.

Deep Dive poster: a chrome diver plunging diagonally through a splash, with a holographic foil

03 / 04

Part 03

Go deeper.

I dig into the detail and come back with a short plan in plain English: what I’ll do, when it’s done and what it costs. No surprises later.

Release the Monster poster: chrome tentacles rising out of the sea, with a holographic foil

04 / 04

Part 04

Make some waves.

Then I let it loose. I get the work done, keep you posted along the way, and once it’s live we check the results together.

’Nuff said. Let me lock in.

Find a slot.View my calendar

Still unsure if I can fish?

(02) Experience

See where I am
and where I’ve been.

More than two decades across telco, FMCG, retail, food and beverage, and motorsport. Hover or tap a role to open it.

Sydney Motorsport Park event T-shirt in front of the track at sunset

01 / 07

Mar 2025 – CurrentSydney Motorsport Park

Commercial Marketing Manager

Australian Racing Drivers’ Club (ARDC) · Sydney Motorsport Park and AMIP

Commercial marketing
B2B and partnerships
Venue hire and advertising
Website rebuild
Customer insights
Board reporting
Social media

Current

02 / 07

2025 – CurrentFreelance

Marketing Consultant

Independent · AI-assisted marketing

AI-assisted marketing
Website strategy
Reporting dashboards
Customer insights
Meta ads
Pitch decks
Brand identity

Devil’s Barrel chocolate bars stacked on a retail display

03 / 07

Nov 2022 – Nov 2024DB Australia

Brand Marketing Manager

Devil’s Barrel Chocolates

Brand launch
Packaging design
Shopify
Email and SEO
Paid social and influencers
Wholesale growth
Trademarks

04 / 07

Aug 2018 – Nov 2022CG Roasters

National Marketing Manager

Coffee Galleria, Killer Coffee and Adore Coffee Roasters

FMCG launch
$1m media budget
Paid social and search
Rebrand
Reviews and UGC
Segmentation and journeys
Ecommerce

IGA Local Grocer and Liquor shopfront sign

05 / 07

Mar 2013 – Oct 2017Cavallaro IGA Group

Marketing Manager

27 IGA supermarkets

Multi-site marketing
Local area campaigns
Loyalty programs
In-store promotion
Events and sponsorship
Budget and ROI

Two Aprilia superbikes on the start line of a race track

06 / 07

Sep 2009 – Oct 2013Aprilia Motorcycles

Marketing Executive

Luxury motorcycle brands

Luxury brand marketing
Motorcycle shows
Media relations
Digital strategy and SEO
CRM

Illuminated Optus sign on a building at night

07 / 07

1999 – 2009Optus

Content and Online Marketing

Consumer and business

iPhone launch
Content management
B2C online marketing
B2B online marketing

Mar 2025 – CurrentSydney Motorsport Park · Commercial Marketing Manager

Lead commercial marketing for Sydney Motorsport Park and the Australian Motorsport Innovation Precinct (AMIP).
Cover B2B marketing, corporate partnerships, venue hire and venue advertising.
Drive digital monetisation and lead the rebuild of the venue website.
Run the AMIP commercialisation program, from tenant engagement to prospecting.
Customer insights project lead, building the survey and insights program that feeds decisions across the business.
Prepare reporting and papers for senior leadership and the Board.
Also look after B2C social media.

Marketing

Google Analytics, SEMrush, HubSpot, Mailchimp, Klaviyo, Shopify, WordPress

Design

Adobe Creative Suite (Photoshop, Illustrator, InDesign), Procreate

Project management

Trello, Asana, Monday.com

Data

Excel, Tableau, Google Data Studio

(03) The trip

The trip.

How a project with me runs, from reading the water to landing the result. Nothing fancy, just steps that hold up.

First, I read the water. I talk to your customers, dig into the numbers and get the true picture before a line goes in.

Then I find the one thing you can own. A clear position, a voice that sounds like you and a story your team can actually tell.

Campaigns, brand refreshes and content, made with a crew of creatives I trust completely. Mostly because the crew is me. We rarely disagree and team drinks are very affordable.

I plan the rollout across paid, owned and earned so it lands on day one and keeps going after.

Then I measure, test and adjust. What bites gets bigger, what doesn’t gets dropped.

(04) Hobbies

Off the clock.

Digital illustration

Off the brief, I draw.

Characters, lettering, hands, eyes and anything with a bit of neon in it, all drawn in Procreate. The octopus is shown in full here, with a 30 second timelapse from first strokes to the finished glow. More from the sketchbook below.

ProcreateDigital illustrationTimelapsesSketchbook

Dark octopus with glowing teal suckers coiled across a black background — Reference image

Timelapse

Process0:00 / 0:30

Let’s go fishing.

info@nodeadfish.studio

Only dead fish go with the flow.

Pick your dates.

Bombs away!