Digital Media & Commercial Strategy Leader
Programmatic | Platform Advertising | Media Sales | Data-Led Marketing | Go-to-Market Leadership
Sydney-based digital media and commercial strategy leader with experience across media owners, ad technology, programmatic, Google Marketing Platform, data-led marketing, CRM and digital growth. I help businesses translate media, platform and technology capability into clearer commercial strategy, stronger go-to-market execution and practical digital outcomes.
Commercial leadership with real platform depth
- Commercial leadership across digital media, technology and advertising businesses
- Experience leading revenue plans, pipelines, partnerships and sales teams
- Strong working knowledge of programmatic, Google Marketing Platform, Google Ad Manager, SSPs, data-led advertising and platform media
- Ability to translate technical products into simple commercial stories
- Current hands-on experience with Google Ads, Meta, TikTok, LinkedIn, HubSpot, GA4 and Google Tag Manager through Adgentic
- Practical understanding of industry shifts including AI, retail and commerce media, CTV, first-party data and performance accountability
A career that has followed the evolution of digital media
My career has followed the evolution of digital media from print and digital publishing through to programmatic, marketing platforms, data-led advertising, CRM, platform buying and AI-supported marketing. I have worked across media owners, technology partners, data businesses and digital consulting environments, with experience spanning sales leadership, product commercialisation, go-to-market planning, agency relationships, enterprise sales support and practical digital implementation.
Where I add value
Commercial Leadership
Sales strategy, team leadership, pipeline management, forecasting, revenue planning, agency and advertiser partnerships, stakeholder management.
Digital Media & Advertising
Programmatic, publisher monetisation, display, video, CTV understanding, platform advertising, paid social, search and retail media landscape understanding.
Platforms & Technology
Google Marketing Platform, DV360, CM360, SA360, GA4, Google Ad Manager, SSPs, Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads, HubSpot, CRM and marketing automation.
Strategy & Delivery
Go-to-market planning, product positioning, sales enablement, digital marketing foundations, campaign planning, measurement setup, content and SEO planning.
Head of Digital — Adgentic
July 2025 – PresentAdgentic is the senior-led digital growth agency I am building for small and growing businesses that need faster activation across digital strategy, websites, search visibility, paid media, CRM, measurement and AI-supported marketing delivery.
The agency is focused on helping businesses move from idea to market faster by connecting strategy, website and landing page builds, campaign setup, content, lead capture, tracking and reporting.
Building the business includes
- Developing the agency positioning, service model and go-to-market approach
- Shaping the offer across websites, landing pages, search visibility, AI discovery, paid media, creative production, CRM, measurement and performance optimisation
- Building campaign activation capability across Google Ads, Meta, TikTok and LinkedIn
- Using AI-supported workflows to speed up research, content planning, website iteration, documentation and campaign preparation
- Applying broader experience in media sales, programmatic, platforms and data-led advertising to help smaller businesses make clearer decisions about what to build, launch, measure and improve
Recent client work
Recent client work includes Zipcova, where I have supported digital marketing implementation across SEO planning, Google Ads campaign rebuild activity, Meta campaign setup, GA4 and Google Tag Manager improvements, conversion measurement, reporting foundations and performance optimisation.
Selected roles across media, adtech and platforms
- 01
Head of Digital
Adgentic
Jul 2025 – Present
- 02
Head of Programmatic Sales
Are Media
Media owner
- 03
Business Strategy Director
FiveStones
Google Marketing Platform partner
- 04
Sales & Marketing Leader
Fastrack Technology
Technology
- 05
Account Director
Acxiom / LiveRamp
Data & identity
- 06
Group Sales Manager
Allure Media
Digital publisher
Let's connect
Open to conversations about senior commercial leadership, digital strategy, partnerships and go-to-market roles.