Hey, I’m Sam. I’m a marketing consultant helping not-for-profits and small businesses across Australia.

With over 10 years of experience in marketing, communications, and digital product and website development, I’ve built a reputation for creative problem-solving, deep strategic thinking, and a delightful approach that fosters collaboration and delivers real impact.

Having spent that decade working directly with small businesses and charities, I’ve learned that a great communications strategy is about meeting people where they are. Not through mass advertising, but truly targeted, personal, and thoughtful stories.

Get a sense of my work

  • #1 in the ARIA charts

    I spearheaded a marketing campaign that propelled the the album Songs Of Disappearance into Australia's ARIA music sales charts. This made history: the album, made of 53 of Australia's most threatened birds, charted as the #1 Australian album, and #3 for albums overall. It became the first album of its kind to chart in the top three.

  • Australia's biggest citizen science project

    I managed the Aussie Bird Count, a nationwide initiative which engages thousands of Australians recording bird sightings, and Australia’s largest citizen science project. These efforts have consistently driven record-breaking participation, reinforcing the event's role in protecting Australia's birdlife.

  • Boosting conversion rates

    As Head of Strategy at digital agency EngineRoom, I led agile product teams, developing and implementing digital strategies, and increasing website conversion rates by 13% across multiple small business clients. I introduced innovative SEO and content methodologies, ultimately driving significant growth for clients.

  • Getting small businesses online, fast

    In 2020, I worked with Xero on a video series to help small businesses get online quickly at the onset of the pandemic. This Included advice on how to get a quick turnaround on revenue, as well as setting up for a sustainable long-term digital presence.

My approach

I enter every project with one goal: make myself unnecessary.

I focus on equipping you and your team with the knowledge and tools needed to reach an outcome that matters. My goal is always to leave you in a stronger position than when we started, ensuring you're not reliant on external support longer than you'd like.

  • People-first: I create solutions that resonate with the human experience, and leave you with a sense of delight.

  • Deep strategic thinking: By combining big-picture thinking with practical insights, I craft strategies that are both ambitious and achievable.

  • Creativity with purpose: I build innovative ideas and pair them with proven tactics, ensuring that every creative decision drives progress.

  • Leading with care and empathy: I nurture an environment where everyone feels safe and able to do their best work.

  • A focus on clarity: Whether working on high-level strategies or intricate details, I strive to make things easy to implement for you and your team.

  • Results that matter: I focus on delivering outcomes that drive real change. It’s not just about next week; it’s laying the foundations for you to build on long-term.

A bit more about me

Cooking is one of my favourite ways to connect with people—I’m currently mastering pierogi, experimenting with new salad recipes, or baking cookies. Beauty and fashion are also often on my mind, especially when they elevate everyday life. I’m always on the hunt for the perfect white t-shirt. Please let me know if you have one.

Every year, I also host a themed party (this year, a film festival). I’m known for committing to the bit: creating websites, merchandise, and menus to fit the theme flawlessly.

I also write a fortnightly newsletter—also called Perfect Forms—which is the culmination of my search for truly beautiful every day things, like kettles, cookies, and pens. Small, intentional improvements to enhance the world around us really is my approach to everything.