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About

⎯ About

Executive Creative Director with 360° Operations expertise.

Following the successful exit of my business in Australia, I have relocated to Dubai to pursue new Executive Creative Director and senior creative leadership roles in agency, solo-brand, or multi-brand environments. Dubai is a growing and thriving market with strong growth potential for senior-level executives.

Executive Creative Director: Role Summary
My specialty is making complex, regulated, or technical offerings simple, credible, and persuasive, across video, still, and omnichannel formats.

In-depth experience in visual communications, media production, integrated marketing, digital transformation, content strategy, and brand transformation, spanning advertising agency and enterprise clients. Scaled a creative media production agency over 14 years, growing from a solo operator to a team of 12+ staff with six-figure revenue. Built a stable commercial model of approximately 40% retainer-based clients, with the balance from repeat and “one-off” clients. Deployed strategic, client-centric campaigns that delivered a measurable improvement in engagement over the clients’ previous results.

  • PRP Corp (3PL and dangerous goods storage, Victoria and Queensland): In a complex, regulated industry, I built and oversaw a campaign around the CEO personally standing behind the facilities’ safety standards, turning a compliance-heavy category into a trust story. The campaign delivered an 80% increase in opted-in lead engagement among a niche group within 72 hours, and the conversion of two large market players within 60 days. Estimated contract value is set to reach $1.8M AUD.
  • Origin Energy: I worked with Glob Williams to develop a campaign changing behaviour around correct waste management. I directed on-site filming that demonstrated the facilities and the impact of user behaviour. Reported results were a +85% improvement in correct waste separation within 60 days among 5,000+ staff and stakeholders.
  • AHI Carrier (Toshiba’s Australian venture partner): I designed a short national video that gave the dealer network a clear, value-driven product message, driving 35% uptake of the Shorai Edge range across distributors.
  • Australian packaging machine manufacturer: To support entry into three selected US states, I oversaw a strategic funnel campaign built around coffee roasters’ own pain points rather than the machine’s specifications. Initial results showed a 65% CTR and an inflow of opted-in lead conversations across a combined list of 500 market players.

GM Operations Management: Role Summary
Co-founded an inbound and outbound contact solutions operations centre. Held the position of GM and Operations Manager, overseeing a 40-seat call centre and 60+ field operators. Under my operational plans and management strategy, membership acquisition and customer retention saw 73% cumulative growth over a nine-month campaign assignment for the tourism portfolios of AAA Tourism, RACV, NRMA, and RACQ, Australia’s largest insurance and travel club, with 2.1 million members. I also delivered field solutions under the Victorian Government’s VEET (Victorian Energy Efficiency Target) program, outranking the industry’s top players by 9% in conversion volume while remaining ranked #1 for compliance.

Over 14 years, I have worked with clients across numerous industries, solving their brand, advertising, and conversion challenges. My operational skills have played a pivotal role in keeping my focus on P&L accountability, network and relationship management, and effective team building, continuing to yield results for the organisations and clients I serve. See my work on the About page.

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Winning Principles

Not just online trends, but real formulas tested over the years across multiple industries.

⎯ Proven Methods

Winning principles I use to keep clients coming back.

With over a decade in operations and creative leadership, I deliver commercial value and P&L-accountable results through five principles:

  • Build a trusted brand. Be known and relied upon for core competencies. In client campaigns I’ve analyzed across e-commerce, SaaS, and service businesses, a positive first interaction has lifted retention by 25-30%, and 40-50%, from second. A trend that has strengthened in recent years. Trusted brands drive repeat revenue.
  • Adapt early to technology. Adopt AI, SaaS, and emerging tools quickly to sustain revenue growth as conditions change.
  • Build aligned teams, internal and external. High-performing organizations share a common performance DNA from recruitment to operation applications.
  • Communicate clearly, with accountability. Set a clear business mission and hold all stakeholders accountable for revenue outcomes.
  • Let data guide and principles drive. Read signals, anticipate trends to consistently steer towards revenue, while staying ahead of competitors.
 
How do these principles apply to your current teams and revenue growth framework? Connect with me below.
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Results, not predictions.

Projects & Campaigns
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Retention & converting 10% "One-off" clients to Retainer Clients
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Years of Experiences
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Core competencies

Operational Management Competencies

  • Strategic Vision: Simplifying complex communication challenges and client objectives into grounded creative concepts and multi-platform campaigns.
  • Team Leadership: Building “top-gun” teams, creating efficient functional frameworks, managing creatives, and maintaining strong oversight of frontline and internal production teams. Training and equipping teams to perform at their peak.
  • Brand & Visual Integrity: Ensuring brand and campaign compliance against the brief, and maintaining visual and narrative integrity across digital, experiential, social, and physical frontline implementation and adoption initiatives.
  • Stakeholder Management: Communicating directly with external stakeholders, including external agency creatives and C-suite client executives. Managing accounts and relationships with P&L accountability and a focus on business expansion.
  • Data, Tech & AI-Led Initiatives: Driving enhanced, competitive performance through available technology. Implementing the right tools for cost management oversight, output-to-cost benchmarking, market trend tracking, and consumer behaviour analysis.


Creative Production Competencies

  • Campaign Development: Interpreting client briefs and developing full-suite campaigns. Defining target scope and project objectives, presenting and securing brand storyboard approval, and managing client interactions and relationships with a 360° approach throughout the service cycle.
  • Production Management: Full-cycle production planning, budgeting, and crew and talent allocation. Overseeing frontline production teams and operations, post-production teams and daily workflow, post-production grading, quality, copyright compliance, and brief compliance from start through to pre-delivery.
  • Technical Expertise: Working knowledge of production equipment selection and use across Sony, RED, and Nikon ecosystems, including lenses, cameras, and lighting, as well as editing software, with full-suite editing experience. Strong competencies in Adobe Photoshop and Lightroom, DaVinci Resolve (full production workflow), Figma, Monday.com, and the Google and Microsoft SaaS suites.
  • AI Production & Integration: AI modelling, workflow, production, and integration where briefed or budgeted. Aware of AI disclosure, compliance, and copyright governance.
 
 

Case Studies: Inputs Vs. Outcomes

Case Study: Origin Energy, Melbourne, Australia. Behaviour shift around environmental consciousness and waste management awareness among 5,000+ employees & stakeholders.
The Narrative: Engaged by Glob Williams, in conjunction with CBRE and NABERS, to develop awareness campaigns to shift & enforce waste management behaviour. I collaborated with 20+ coordinators, compliance administrators and internal creative team, to produce the campaign.
Visual Assets: A series of on-site video and photo productions with talent and crew, highlighting the contrast of good vs. devastating behavioural impacts.

Key Metrics Displayed:

  • Board approval to roll out across the organisational communication channels.
  • +85% improvement in correct green and compost waste separation within 60 days, as reported by the facilities management
  • Reduction in processing costs, water and energy resources
  • Office building received NABERS 6 Star & 5 Green Star ratings, a pioneering result for its class of building

Case Study: PRP Corp | 3PL and Dangerous Goods Storage
Campaign to expand national market share among clients on 5-10+ year contracts, in a highly complex, regulated industry.
The Narrative: Engaged by PRP Corp to design a campaign, within regulatory frameworks, to attract a greater market share among national giants. I collaborated with the CEO, their marketing team and external regulatory administrators to produce an informative and daring campaign that addressed the barriers to 3PL dangerous goods uptake: Being high cost, limited hazard-prevention mechanisms, and liability spillages over to 3PL users.
Visual Assets: A series of strategic visual and narrative messages produced on-site, with the CEO personally on frame. The campaign highlighted the global safety standards maintained in the facilities, standards the CEO personally stood behind, making the message more credible and daring with virality effect.

Key Metrics Displayed:

  • Email campaign: 99% CTR and 95% read rate, against a previous 20-30% by client efforts.
  • +80% increase in opted-in, fully engaged conversations within 72 hours of campaign launch. State and National chain conversion within 60 days of initial campaign. (Clint reserves contract values undisclosed)
  • Shift in the market’s competitive and pricing clusters, indicated by lead feedback on PRP’s differentiators
  • Decision to involve regulators earlier, strengthened regulatory confidence. Client reported talks with industry insurance bodies for potential savings on annual insurance liability policies over $50M+

Case Study: Origin Energy, Melbourne, Australia. Behaviour shift around environmental consciousness and waste management awareness among 5,000+ employees & stakeholders.
The Narrative: Engaged by Glob Williams, in conjunction with CBRE and NABERS, to develop awareness campaigns to shift & enforce waste management behaviour. I collaborated with 20+ coordinators, compliance administrators and internal creative team, to produce the campaign.
Visual Assets: A series of on-site video and photo productions with talent and crew, highlighting the contrast of good vs. devastating behavioural impacts.

Key Metrics Displayed:

  • Board approval to roll out across the organisational communication channels.
  • +85% improvement in correct green and compost waste separation within 60 days, as reported by the facilities management
  • Reduction in processing costs, water and energy resources
  • Office building received NABERS 6 Star & 5 Green Star ratings, a pioneering result for its class of building

Case Study: PRP Corp | 3PL and Dangerous Goods Storage
Campaign to expand national market share among clients on 5-10+ year contracts, in a highly complex, regulated industry.
The Narrative: Engaged by PRP Corp to design a campaign, within regulatory frameworks, to attract a greater market share among national giants. I collaborated with the CEO, their marketing team and external regulatory administrators to produce an informative and daring campaign that addressed the barriers to 3PL dangerous goods uptake: Being high cost, limited hazard-prevention mechanisms, and liability spillages over to 3PL users.
Visual Assets: A series of strategic visual and narrative messages produced on-site, with the CEO personally on frame. The campaign highlighted the global safety standards maintained in the facilities, standards the CEO personally stood behind, making the message more credible and daring with virality effect.

Key Metrics Displayed:

  • Email campaign: 99% CTR and 95% read rate, against a previous 20-30% by client efforts.
  • +80% increase in opted-in, fully engaged conversations within 72 hours of campaign launch. State and National chain conversion within 60 days of initial campaign. (Clint reserves contract values undisclosed)
  • Shift in the market’s competitive and pricing clusters, indicated by lead feedback on PRP’s differentiators
  • Decision to involve regulators earlier, strengthened regulatory confidence. Client reported talks with industry insurance bodies for potential savings on annual insurance liability policies over $50M+