Strategic partnerships have been a consistent thread throughout my career. I have brought organisations together across arts and culture, entertainment, retail, travel, media and consumer brands to extend reach, create audience value and deliver practical commercial outcomes.
The strongest partnerships are not simply logo exchanges. They work because the audiences, objectives and contribution of each organisation make sense together, and because the delivery is handled carefully from the first conversation to the final activation.
How I approach partnerships
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Find the strategic fit
Audience and opportunity
I start with the commercial objective, audience and practical value each organisation can contribute.
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Create shared value
Negotiation and alignment
I develop propositions that give each partner a clear reason to participate while protecting the needs of the lead organisation.
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Manage the joins
Stakeholders and delivery
I connect marketing, sales, legal, operations, creative and external teams so that complex work can move forward.
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Keep sight of the result
Reach and commercial value
I focus on outcomes such as audience growth, media value, data acquisition, retail performance and customer engagement.
Selected partnership case studies
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Hilma af Klint: extending an exhibition beyond the gallery
Art Gallery of New South Wales
Challenge: The exhibition opened shortly before lockdown closed the Gallery and its retail partners. The Gallery’s curatorial team then made the exhibition available online, changing how people could experience it.
My role: I secured IKEA and Swedish-aligned partners including funkis and Fika, and oversaw a collaboration with Maison Balzac to create a limited-edition candle inspired by the exhibition.
Outcome: The partnerships we had built gave the exhibition a wider digital footprint. Partner emails, websites and social channels helped keep it visible and helped audiences discover the Gallery’s online experience while they could not visit in person.
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Japan Supernatural: creativity within complex constraints
Art Gallery of New South Wales
Challenge: Translate an unfamiliar subject into an accessible national campaign while respecting strict curatorial, licensing and production requirements.
My role: I pitched and secured a collaboration with MUJI, then coordinated the Gallery’s curatorial and licensing teams with MUJI teams in Melbourne and Japan.
Outcome: The national campaign combined MUJI in-store, email and social activity. Licensed yōkai artwork was adapted into exclusive embroidery designs, supported by a co-funded $5,000 home makeover prize.
$15m+
Film and entertainment partnerships at scale
Village Roadshow
Challenge: Build distinctive campaigns for a broad slate of releases across tight deadlines, multiple rights holders and national retail networks.
My role: I led partnerships spanning media, retail, FMCG, financial services, technology, events and licensing. Examples included ANZ and Nestlé for Happy Feet, and Redken and Sunbeam for Hairspray, supported by a national campaign across 1,500 salons.
Outcome: Across the wider portfolio, my team generated more than $15 million in annual media, brand and sponsorship value.
170+
Allegiant: retail reach and audience participation
eOne Entertainment, Factorie and Busabout
Challenge: Create relevance and visibility for the digital and Blu-ray release among a younger audience.
My role: I developed a partnership with Factorie across more than 170 stores, as well as its website, email and social channels, supported by an adventure prize from Busabout.
Outcome: The campaign generated consumer-created social content while extending awareness for the film and both partners.
$90k+
Launching new luxury villas to a defined audience
Elements of Byron and News Corp Australia
Challenge: Build awareness of new two-bedroom villas among women aged over 40.
My role: I brought the resort together with News Corp Australia’s women’s lifestyle network around a luxury holiday promotion across print, digital and social.
Outcome: The campaign generated more than $90,000 in exposure for the resort and supported data acquisition for the media partner.
$9.5k
Creating value through travel and retail partners
Lagardère Travel Retail Pacific and Tourism Thailand
Challenge: Develop a compelling incentive to support featured product sales across airport retail locations.
My role: I secured a ten-night Thailand holiday with flights for two, valued at $9,500, as a contra-funded prize.
Outcome: The promotion supported incremental sell-through and customer data acquisition while giving the travel partners valuable airport retail exposure.
Earlier campaign highlights
- Makybe Diva: a campaign across 400 TAB outlets that generated an incremental 8,000 units.
- The Artist: a month-long costume exhibition and retail activation with Chatswood Chase, supported by cultural, media and retail partners.
- Give the Gift of Stars: a national, multi-title retail promotion developed with marketing, sales, trade marketing and operations.
Campaign archive
Four earlier campaigns, told through the partnerships, creative work and delivery that made them happen.
- Hilma af Klint — IKEA, Maison Balzac and Swedish-aligned partners built awareness before lockdown and helped audiences find the Gallery’s online exhibition after its doors closed.
- Japan Supernatural × MUJI — a retail collaboration shaped around yōkai embroidery and exhibition materials.
- Happy Feet — family-focused promotions across ANZ, retail, media and attractions.
- Charlie and the Chocolate Factory — Golden Tickets, Nestlé, retail partners and a family event.
Original campaign materials are available on request.
For a broader view of my work, return to Selected Work, explore my Experience or get in touch.
