What’s your title — and what does that actually mean you do?

I’m Head of Brand & Partnerships at Style Arcade, a fashion buying and planning platform. I act as a kind of strategic storyteller, turning complex retail concepts and solutions into content, campaigns, and partnerships that resonate with our industry and brands.

On any given day, that means launching go-to-market initiatives and events, building out our ecosystem of agency and technology partners, and helping our brands cut through the noise with best practice digital and merchandising strategies. At the core of it, my job is to build a brand around Style Arcade that connects with users beyond just being an incredible technology.

How did your career path lead you here (was it direct or chaotic)?

I actually studied fashion design at university, graduating with the goal of becoming a designer - but I quickly found myself drawn to the business and marketing side of the industry. I transitioned into digital and ecom pretty quickly and then went on to spend over a decade leading global digital strategy for some of Australia’s best designer and streetwear brands like SIR., P.E Nation and Lee Mathews. 

Along the way, I’ve worked across multiple departments and growth stages, and I’ve found my strength lies in knowing how to build brands and scale sustainably, no matter what stage the business is at.

Two years ago, I made the move into fashion tech with Style Arcade, shifting from brand-side to SaaS. That transition into B2B has expanded how I think as a marketer and a leader, and definitely made me more adaptable across the board, however it’s felt like a natural progression.

What’s a skill you use every day that no one taught you?

Instinct. Knowing when to push an idea, when to pivot, and when to trust that something bold will land. This is of course backed by experience and it’s built over time, but I’ve always had a strong sense of what will resonate, what won’t, and which ideas are worth fighting for.

But secondly, empathy. The ability to read the room, understand the nuance of human behaviour, and lead with emotional intelligence is one of the most important qualities to have as a leader in my opinion.

What’s one thing that keeps you grounded when things get busy?

When you’re working across global timezones, grounding becomes less about grand rituals and more about consistency and carving out small quiet moments in the day. Sometimes a quick walk to get coffee in the sunshine is all you need. But I’m also a firm believer in the reset power of a good night out with friends, or taking a long weekend in nature when things start to get crazy!

What’s your favorite mid-day reset or treat-yourself moment?

3pm diet coke, everyday. 

If your calendar had a recurring fake meeting, what would it be called?

Stakeholder Check in (aka me and said 3pm DC)

What’s your ideal working soundtrack?

Right now it’s a mix of Tame Impala, Yebba and JMSN.

What do you value most in the people you work with?

Resourcefulness! Some of the most brilliant people I’ve worked with aren’t the ones with all the answers, but the ones who know how to find them. A curiosity mindset is also super contagious! When you’re in an always-learning mode, it creates a culture where learning is not only encouraged for others around you but celebrated. 

What’s a compliment you’ve never forgotten?

That I have a presence and bring a certain calm authority into any room or meeting. It’s not something I’ve ever been conscious of but I’ve heard it from a few senior leaders I’ve worked with, and it’s stayed with me.