I got my start as a New Statesman 'Campus Radical' and went on to write about politics, literature and sport for various outlets before moving into advertising. As a creative, I made ads at DDB, JWT and Naked Communications — I know; RIP, advertising — while moonlighting as a Canberra Times book critic.

These days, I do the thinking that comes before the brief. And then I write that. I help organisations figure out what they’re trying to achieve, and what they’re willing to do — and not do — to make it happen.

I midwifed NSW Education’s first ever Disability Strategy, navigating divergent ideological and pedagogical approaches to arrive at a strategy that was broadly endorsed on release. I helped ALDI rethink its customer communications from the inside out, which meant less hate mail and a bump in their NPS. And I got a new initiative up and running at the University of Sydney. I’ve also defined LiSTNR’s tone of voice, helped Canon appeal to government procurement types, and coached senior ADF brass on Gen Z phraseology.

M.Litt in Middle East and Central Asian Security Studies (St Andrews) — for reasons that seemed clear at the time — BA in English and Government (Sydney).