Head of Digital / Digital Strategist

String Theory

April 2014 – to present

Fundamental to my role as the Head of Digital is the creation of executable strategies and guidelines for the various business needs of our clients. 


Key Clients

  • Yellow Pages

  • Pepper Financial Services

  • Spark Digital

  • Les Mills International

  • Hype DC

  • Allied Workforce

  • Showcase Hospitality


More about the role

  • Digital Strategy

  • Social Media Marketing

  • Digital Marketing

  • Content Strategy

  • App wire-framing, prototyping (UX/UI)

  • Digital Publishing

  • Website design

  • Digital production

  • Application of Agile methodologies

  • Workshop facilitation

  • Analytics insight

  • Acquisition, engagement & conversion strategy

Working closely with String Theory’s Head of Strategy and Creative Director I create digital strategy frameworks in social media, content, product, implementation and marketing strategy based on data driven insights and industry best practice.

With a focus on ROI and business resource availability, I create bespoke digital strategies that mitigate the risk of digital projects through agile practices and rapid prototyping of ideas.

Part of my role is to facilitate co-design, research and testing workshops as well as the presentation of ideas, concepts and final output to the client executive leadership and their teams.

I’ve also created a number of innovative digital tools (apps) currently in use today.

Founder / Creative Director


June 2011 – April 2014

Prior to being acquired by String Theory, ClanMouse was an experimental digital agency with a focus on creating innovative new media content for mobile devices. 

Key Clients

  • Westpac Bank

  • Rhythm and Vines

  • Macquarie Bank

  • NZ Fire Service


More about the role

  • Digital Strategy

  • App Design

  • Digital Publishing

  • Websites

  • Photography

  • New Business Development

  • Rapid prototyping

  • Animation

  • Film Making

  • Digital production

ClanMouse was the first company to create fully digital interactive arts focused publication in New Zealand.

Our learnings from experimenting with new media allowed us the sell some of the ideas generated to SME’s and large corporates. One of the key skills I learned at ClanMouse was the ability to manage a digital business.

On arriving in NZ from Qatar, I added academic qualification to my professional experience with AUT's world renowned Bachelors of Visual Arts degree. Additionally I worked as an Art Director at the University itself, producing the weekly student magazine.

Bachelor of
Visual Arts


June 2009 – Jan 2011


Now we are going WAYYY back!!!


I led the photography production team to create national advertising campaigns including the largest photographic shoot held in Qatar at that time.

Highlight of my time here was photography for the
2006 Asian Games advertising campaign.

Head of Photography

Grey Worldwide (Qatar)

Jan 2006 - Feb 2007

Art Director

Art of Business (Qatar)

2004 - 2006

Print Producer

DDB (Qatar)

2003 - 2004