In Brief

I grew up on the Mornington Peninsula. I attended Mount Eliza Primary School, Mount Eliza High School (Now Secondary College), played Tennis for Mount Eliza and was a Cub, Scout and Venturer at 5th Frankston and 1st Ranelagh troops.

While completing a Bachelor of Commerce degree at the University of Melbourne, I worked as an Intern for Procter & Gamble before accepting a job with Lever Rexona – part of Unilever.

My role with Unilever in Melbourne was ‘National Account Executive’ for the GHPL account. After 9 months I accepted a position as ‘Demand Manager Australasia’ in Sydney. Other roles included ‘National Account Manager’.

In 1999, I resigned from Unilever and traveled extensively through S.E. Asia and Europe before arriving in London UK.

After having worked for corporates, I found myself in the middle of the Dot-com boom and accepted a role as Marketing Directory for a price-comparison website called Consumerdesk. This was followed by a role which was part product development, part business development and part marketing for SMS start-up Fonepark.

Fonepark was subsequently merged with mBlox before being sold to social networking pioneer At I was Product Architect for mobile (wireless) based in London and New York.

After imploded in the Dot-Com bust, I took some time to do some writing. I completed a Journalism diploma and had many travel pieces published. I worked with companies like Snow & Rock, YHA Adventure Stores, Exodus Travel and Footprint Guides on the emerging importance of digital content to travel brands.

Other projects I worked on during this time included social network and digital strategy for the BBC, BT and the establishment of a member’s bar in London’s Knightsbridge.

While working on several SMS projects, I identified a need for sports events to be able to communicate scores and other information to fans in a cheap and simple way. This is when Lateral Syncing was born.

Lateral Syncing was an agency which specialised in sponsorship activation using emerging technology – initially SMS text messaging. We worked with the American Le Mans Series, Texaco, Ben Collins and also did more traditional marketing work for organisations such as the Association of Hospital and Community Friends which we rebranded – Attend.

Lateral Syncing acquired Screenza – a tool to deliver content via fan’s desktops and with angel investment built a business that included clients like NASCAR, MotoGP, Manchester United FC and Everton FC.

I have changed direction slightly since then, but not much. I still do a lot of work with marketing, digital marketing and sponsorship activation. As well as writing for the influential sailing website, I am also back in the motorsport business – consulting to a team with plans for Le Mans in 2014.