Bio

Innovate or Detonate. I am a firm believer that innovation is a vital part for continued business growth and sustainability. Combine this with a love for identifying new market opportunities, new product development (NPD) and marketing and the results assist in driving any business forward. For just under a decade I was involved in and lead teams in consumer market research with a strong focus on using data to drive consumer centric marketing strategies within large organisations like Westpac, Virgin and Tabcorp. After a 9 month trip around the world in 2007 and a burning desire to launch my own business, in 2009 I co-founded Beer Cartel, voted Australia’s #1 Online Beer Retailer five years in a row (Beer and Brewer 2017, 2018, 2019, 2020 & 2021). In 2016 I designed and launched the Beer Cartel Beer Advent Calendar which sold 10x the original forecast and every year since has been Beer Cartel’s number one selling product which is reiterated each year to continue to drive consumer product engagement and offer a unique experience year after year. During Covid-19 the advent calendar was adapted to create an Isolation Beer Advent Calendar which sold out in a matter of days. In 2018 after identifying a growing gap in the beer gifting category I led the acquisition of an existing business, Brewquets, which is now a wholly owned subsidiary of Beer Cartel. The acquisition allowed new products I'd designed to get to market quicker by “bolting” them on instead of starting a second business from the ground up. With the launch of these new products (Long Stem Brews, Dozen Beer Box, Cocktail Canister) the gap between consumer needs and existing products on the market was filled and created new product gifting opportunities for Valentines Day, Fathers Day, Birthdays and Christmas. Since it’s acquisition the Brewquets business has grown 8x attributed largely to the launch of these new products and a simplified central fulfillment process. I continue to look to the future of both the alcohol and gifting markets to identify growth and NPD opportunities, with more products in the pipeline. Specialties: e-commerce, operational excellence, market research, new product development, opportunity identification, process refinement and improvement, consumer centricity, marketing, operations