When did you join the Frontline family?

I joined in July 2020.

Background experience/qualifications

I actually studied a Bachelor of Education but quickly realised teaching wasn’t for me, and I gravitated into marketing.

I hold a post-graduate certificate in management from Macquarie Education and have over 25 years marketing experience, including 20 years running my own marketing agency and consultancy working with a diverse range of small to medium-sized businesses nationwide.

During that period, I worked with several franchise organisations including Hello World Travel (formerly Travelscene American Express), Telco In A Box, Mrs Fields Cookies and Frontline! Before starting my own business I worked for both Telstra and Optus in their internet businesses as they started in Australia, so digital marketing is part of my DNA.

Something people don’t really know about you

Just before turning 40, I took up ocean swimming, which led to completing my Bronze Medallion and as a result I’ve now competed as a master competitor in surf lifesaving competitions including the Coolangatta Gold in 2019 and surf every chance I get.

Typical responsibilities at Frontline

Developing the overall marketing strategy and brand position and implementing the campaigns and communications that result from that. I’m also constantly working with our individual franchisees to help them grow their businesses in their areas of regional and sector specialisation.

What do you enjoy most about working for Frontline?

The people and culture and being able to apply my expertise and creativity to help our individual franchisees succeed in their local and vertical markets.  I’m also loving working with the FAST team in developing our overall vision and strategy for growth.