Self-taught, Amsterdam-bred, and still the most hands-on person in the room. I’ve built my career across brand, craft, and digital, constantly driven to find the best possible answer for every brief and seeing it through to the end. I care just as much about the people doing the work as the work itself, building teams, nurturing talent, and creating the conditions for others to be their very best. I’m direct by nature, excited by where design and technology are heading, and motivated by work that doesn’t just look good but actually delivers.
Design Director | M+C Saatchi | Sydney, Australia | 2022 - Current
At M+C Saatchi I built and led a team of interdisciplinary craft designers, producing award-winning work for some of Australia’s biggest names: CommBank, Tourism Australia, Woolworths, Optus, Australian Red Cross Lifeblood, MYOB, and Football Australia. I drove the adoption of AI tools across our design workflow, finding smarter ways to work that boosted both efficiency and the team’s output. I also had a hand in shaping the agency’s growth, from building out our credentials to expanding capabilities, carving out a stronger position in a competitive market. On the client side, I focused on building real, lasting relationships. That meant getting embedded within client organisations during the moments that mattered most: new product launches, brand architecture reviews, and becoming a genuine strategic partner rather than just a supplier.
National Design Director | BWM Dentsu | Sydney, Australia | 2016 - 2021
As the National Design Director I set the design standards across at BWM Dentsu, a multidisciplinary agency of 250+ staff, covering everything from brand to digital, experiential, and motion. I coordinated design output across Sydney, Melbourne, and Brisbane, ensuring a unified approach across locations. To improve efficiency, I introduced a design system that standardised visual identity governance and cut client feedback cycles by an average of two rounds. I also represented the design function in new business pitches and contributed to hiring decisions across the creative team. Working for great clients such as Qantas, nbn, Toyota, HCF, Kmart, Charles Sturt University, Garvan Institute, Bank of Queensland and American Express.
Head of Art | MJW | Sydney, Australia | 2013 - 2016
Built and maintained comprehensive brand design sytems and oversaw the creative output for NRL, Valvoline, P&O, Konica Minolta and scores more.
Design Consultant | Various | Sydney, Australia | 2012 - 2013
Worked, among others, for Droga5, JWT, Havas, Diageo and Botanica.
Head of Art | the Marketing Store | Sydney, Australia | 2006 - 2012
Clients included Diageo, McDonalds, PepsiCo, Canon, Nestlé, InterContinental Hotel Group, Colonial First State
Senior Designer/ Art Director | Momentum worldwide | Sydney, Australia | 2001 - 2006
Clients included American Express, Coca-Cola, Intel, Motorola, Optus, Lion Nathan, Nestlé, Microsoft and Unilever.
Senior Designer | Sony Music Australia | Sydney, Australia | 1999 - 2001
Created packaging, merchandise and promotional material for Sony Music’s diverse catalogue of recording artists
Designer | Mundocom International | Eindhoven, the Netherlands | 1995 - 1999
Clients included Estée Lauder,Heineken and Philips Electronics.
Designer/Illustrator | Associated Writers and Photographers | Amsterdam, the Netherlands, | 1989 - 1995
Clients included the United Nations, the Dutch Government and the Anne Frank Foundation.
Languages
I get by in English, Dutch, German, French, and Spanish. I am working on my Arabic.
