Executive Summary
Digital leader with commercial ownership of the online channels in a multi-channel retailer, combining digital marketing, systems and ERP experience with hands-on AI and automation capability. As GM of Digital at Rhinomed, I own digital revenue across Amazon, DTC and marketplaces in four markets (AU/UK/US/EU) – approximately two thirds of company revenue – and have built the internal AI tooling that lets a ~10-person business operate across multiple channels and markets.
My background spans almost ten years of agency digital production, project management (mobile apps, digital platforms, operations) and operations experience, plus six years client-side in DTC and medical devices, covering everything from ERP implementations to consumer product launches. Beyond my day role, I’ve spent the past two decades building things – freelance web development, startup ventures, and most recently shipped iOS apps and AI infrastructure projects. It’s safe to say I like making things.
Key skills include digital and product management, e-commerce operations, AI/automation strategy and implementation, system implementation, marketing strategy, agile methodologies, and team management. I learn fast and ship.
Work Experience
GM of Digital
Rhinomed
Jul 2024 – current
Promoted to GM of Digital with full ownership of digital P&L across Amazon, DTC e-commerce, and marketplaces, helping the company reach profitability.
- Multi-Market E-Commerce: Own digital sales operations across AU, UK, US and EU markets, spanning Shopify, Amazon (including migrating from Vendor Central to Seller Central in the US), and TikTok Shop. Manage marketing, logistics and agency support across regions.
- AI & Automation: Designed and built the company’s internal AI operations hub – Claude-powered tooling for reporting, workflow automation, asset management and more – replacing three SaaS products, saving tens of thousands of dollars annually, and avoiding additional headcount.
- Channel Expansion: Launched TikTok Shop as a new sales channel, including integration with NetSuite via Celigo for order and inventory sync.
- Amazon Growth: Manage Amazon strategy and agency/consultancy relationships to sustain growth of ~20% year-on-year across all regions, including advertising, listing optimisation, A/B testing, promotions and more.
- Marketing Strategy: Develop digital marketing strategy with the CEO and retail sales leads; manage performance agencies across Google PPC, Meta, email/CRM and influencer/UGC programs.
- System Administration: Administer all core business systems (NetSuite, Shopify, Celigo, SPS Commerce, Google Workspace, Workday Adaptive Planning).
- Team & Partners: Direct the work of external agency and consultancy teams (performance marketing, Amazon, development) and provide functional oversight of the data/BI analyst.
Head of Digital
Rhinomed
Jul 2022 – Jul 2024
Hired into a newly created role to take Rhinomed from a predominantly brick-and-mortar wholesaler to a majority digital business, focusing on two core areas: systems/IT and e-commerce/digital marketing.
- NetSuite Implementation: Led a 12-month implementation, migrating from legacy inventory and accounting platforms to NetSuite. Designed the technical solution and integrations with e-commerce and EDI platforms to support both B2C and B2B ordering.
- Systems Portfolio: Implemented Workday Adaptive Planning for forecasting and reporting, and ProSpend for expense management; administered all IT systems across the business.
- Digital Sales Channels: Grew digital consumer channels (Amazon, DTC, marketplaces) to approximately 60% of company revenue.
- Website Development: Built and supported multiple company websites and e-commerce storefronts.
- Product Enhancements: Worked with the product team on enhancements driven by customer reviews and user testing – improved comfort and efficacy, survey design, and SKU updates to minimise fulfilment costs.
- Operational Support: Partnered closely with the CFO on operations and logistics in the absence of a dedicated operations leader.
Consultant – Project Management & Operations
Southpaw
Feb 2022 – Aug 2022
- Project Management: Consulted with Southpaw on the Henley Homes web build project.
- Process and Systems Setup: Assisted in establishing foundational processes and systems during the early stages of the business.
Consultant – Digital & Operations
Rhinomed
Aug 2020 – Jun 2022
- COVID-19 App Development: Defined and scoped an app for managing COVID-19 testing and result delivery, worked with external partners on bringing the app to life, but ultimately the business went in a different direction.
- Digital Support: Provided digital support for the development of new COVID-19 swabs, including website development, marketing materials, customer research and more.
- Digital Business Improvement: Enhanced the digital infrastructure of Rhinomed, including managing multiple websites, eCommerce platforms, complex logistics, and CRM systems and integrations.
- Website Management: Managed seven WordPress websites and executed a complex migration from a WordPress multi-site setup to separate installations.
- Head of Digital Transition: Proposed the creation of a Head of Digital role and transitioned to a full-time position to further drive the company’s digital strategy.
Consultant – Operations
Merkle (formerly Isobar)
Jan 2021 – Dec 2021
- Platform Expertise: Provided consulting services to Isobar, leveraging my expertise on multiple platforms I had previously managed.
- Revenue Forecasting: Managed revenue forecasting for the Victorian office, ensuring accurate financial projections and strategic planning.
Project Manager (Contract)
XWP
Oct 2020 – Dec 2020
- Website Rebuild for Newscorp: Project managed the rebuild of the Good Friday Appeal website.
- Team Collaboration: Coordinated a team of designers, developers and product owner across multiple time zones, also working closely with the client.
- Successful Delivery: Delivered the project on time and within a limited budget.
Operations Manager
Isobar
Jun 2018 – Aug 2020
- Operations Management: Oversaw a variety of operations tasks and projects in an agency with approximately 300 staff across Australia.
- Project Management System Implementation: Led an 18-month+ project to implement a new project management system (Workbook) across the agency, replacing multiple custom tools.
- Change Management: Managed organisational change, training, system enhancements, and day-to-day operational requirements for the Workbook system.
- Process Automation: Automated multiple manual integrations between business systems using Microsoft tools.
- Revenue Forecasting and Reporting: Ensured accurate forecasting and reporting of agency revenue, and contributed to workforce planning and scheduling.
Senior Producer
Isobar
Sep 2017 – Jun 2018
- Project Leadership: Worked closely with the Products & Ventures team on a variety of medium to large-scale projects.
- End-to-End Project Management: Planned, scoped, and managed projects from business idea validation to agile program execution.
- Successful Deliveries: Successfully delivered digital platforms and apps within the $200k – $1M range.
- Team Management: Led cross-functional teams including developers, designers, QA testers, and UX specialists.
Producer
Isobar
Apr 2014 – Sep 2017
- Mobile & Innovation: Collaborated primarily with the Mobile & Innovation team on app development, technical campaigns, and medium-scale web builds.
- Scrum Master: Planned and facilitated sprints and ceremonies as Scrum Master for the Jetstar mobile app team.
- Collaborative Projects: Delivered projects involving multiple external partners, including physical builds and experiential campaigns.
- On-Time, On-Budget Delivery: Ensured all projects were delivered on time and within budget, always maintaining a strong focus on quality.
Earlier Career
- Associate Digital Producer – Igloo (Nov 2013 – Jan 2014): First digital production role; delivered a web build for Cricket Australia.
- Marketing & Comms Manager – Temple Brewing Company (Jul 2012 – Oct 2013): Marketing, PR and website for a microbrewery launch, including rebranding its volume beers.
- Marketing / E-Commerce Manager – Rydges Bell City (Jan 2011 – Jul 2012): Digital marketing for an 800-room multi-brand hotel complex.
- Online Editor – Australian Macworld (Mar 2010 – Jan 2011): Ran the magazine’s website; led migration from a custom CMS to WordPress.
- Market Research Analyst – Colmar Brunton (Feb 2009 – Mar 2010)
Education
Product Management
General Assembly
Jul 2021 – Sep 2021
- Completed the General Assembly Product Management course, formalising much of the on-the-job product management learning I’ve had through my career.
Graduate Certificate in Business Administration
Melbourne Business School
2020 – 2022
- Completed a selection of subjects from the MBA program, and exited with a Graduate Certificate.
- Achievements: Received Dean’s Commendation for outstanding achievement in Data Analysis (Term 1, 2021); Maintained a High Distinction (H1) average across all subjects.
B.Arts/B.Science (Hons)
The University of Melbourne
2003 – 2008
- Majors: English/Cultural Studies and Psychology/Behavioural Neuroscience
- Honours: Completed Honours in Psychology, exploring cognitive mechanisms in visual motion perception.
Other Qualifications
- Professional Scrum Master (PSM I) via scrum.org (December 2015)
- Innovation of Products & Services: MIT’s Approach to Design Thinking via Emeritus (April 2018)
Skills
AI & Automation: Claude API / Claude Code · MCP · agentic workflows · Celigo · Zapier · Power Automate
Commerce & Marketing: Shopify · Amazon Seller & Vendor Central · TikTok Shop · WooCommerce · Starshipit · Google Ads / Meta (agency-side oversight) · Klaviyo · Gorgias
Business Systems: NetSuite · Salesforce · Workday Adaptive Planning · SPS Commerce · Google Workspace · Jira/Confluence · Notion
Development: WordPress · Web Development · SwiftUI/iOS · Cloudflare Workers & D1
Professional: Digital & product management · e-commerce operations · agile/Scrum · data analysis · marketing strategy · system implementation & change management · team management · translating technical concepts for non-technical audiences