Q & A
Whats the best thing to happen to you in your career to date?
I won a Cannes Lion this year (2019) which was a hugely proud moment to have some of my work recognised by peers and some of the most brilliant marketing & creative people in the world.
In late 2018, I partnered with Google to utilise their machine learning platform to use AI to predict when wickets were going to happen in Australian cricket matches. The AI was so accurate that I utilised it to serve marketing messages through YouTube, Social Media, and App notifications to inform fans that they should tune in to watch ASAP.
It was genuinely a world first execution of its kind, so Google actually invited me to deliver a talk on the campaign at their global summit in April 2019.
Of course I had to spend the first part of the talk explaining to Americans what cricket actually is!!
What does a typical work week look like for you?:
Technology has flipped the way we can do work. I'm not sure there is a typical week for me per se. With tools enabling me to do work for any client across the globe I tend to keep the hours that are needed to get the job done, regardless of whether that means a late night call (I'll bring back the balance by having a longer coffee the next day!)
Describe your working environment in a few sentences..
I have a fully functioning home office, but if I have my laptop and wifi I'm ready to go, whether I'm working from home, from a cafe, or out visiting clients.
What sets you apart from other freelancers in your industry?
I've built a very broad marketing skillset over the last 15 years. From working at start-ups through to big brands, I've been across the whole marketing mix whether that be building strategies or with my hands directly on the tools.
I've also worked on both B2B & B2C marketing disciplines as well as customer acquisition and retention areas, so whatever the client requirement is, I should have some experience on it!
What are the tools of your trade?
A bunch! Google Ads/Analytics/Search Console, Facebook for Business, Survey Monkey, Mailchimp to name a few.
I've also built & managed websites using Wordpress and GoDaddy. My corporate gigs got me pretty proficient at speadsheets and powerpoints.
My new favourite comms tools are Slack and Zoom.
Do you collaborate with others? If yes, how does that works?
I've got a pretty big network of contacts including content producers, graphic designers, social media marketers, so if I'm not available and/or can't do it, them I'm sure I'll know someone who can.
Whats been the biggest freelancing lesson to date?
Stay organised! You no longer have a team, HR, or payroll. With multiple clients and income sources I've learnt to make sure I have a very intuitive filling system & a constantly updated calendar. My accountant also appreciates that I keep a good track of my business income and outgoings.