Professional Background

In mid 1999, after more than a decade working with mainstream media – including cinema, press, magazine, IVR / 1900 phone services and seven years in commercial radio, I became involved in what was then a fledgling online marketing industry.

It was an exciting time – the height of the dot.com boom – and a formative time in the evolution of online business and of the internet as a medium. I started working for Emitch, Mitchell & Partners’ new media entity and one of the first specialised online media planning and buying agencies in Australia.

As General Manager – Marketing Strategy, I worked on online marketing strategy for a range of clients including the ATO, Sony Playstation, DStore and various Victorian Goverment accounts, and was part of a small team that took the agency to IPO.

I began consulting in 2001 and consulted for some time to Tatts.com – Tattersall’s online division. Along the way I was formally appointed Marketing Manager where I managed marketing strategy, mainstream and online advertising, PR, SEO, SEM and online acquisition and retention activity for Tatts.com’s online lotto, sportsbetting and casino operations.

In 2003, Tatts.com was folded back into the main Tattersall’s business. I was one of only two executives from the Tatts.com senior management team to be brought back into the business and was appointed Interactive Marketing Manager for the broader Tattersall’s company. I was later promoted to Interactive Strategy Manager for the Tatts Group of Companies (ASX:TTS) which includes Tatts Group Limited, Tattersall’s, Golden Casket, UNiTAB, Bytecraft Systems and Maxgaming.