About
I have over 13 years of experience bringing digital products to life, evolving from front-end development into product design and product management. That path means I understand technical constraints and business requirements in the same breath, and how to lead teams building things that are both visually beautiful and technically sound. I'm obsessed with the whole arc of product, from discovery to launch and the iterations after, and right now that obsession is pointed squarely at AI.
How I work
Every project I run moves through the same three modes, discovering the real problem, designing the solution, and shipping it into the world, and I lean on a different mix of skills in each.
01
I run discovery like a researcher: user interviews, competitive analysis, and opportunity mapping that turn ambiguity into a problem worth solving.
02
I shape experiences from research through to polished interfaces, grounded in real problems and validated through testing.
03
I turn ideas into working software fast, using code, AI tooling, and product instinct to get real things in front of real users.
The story so far
I started out designing and building interfaces by hand: UI design and front-end code at a global digital agency, keeping a large client's component library and design system consistent as new features shipped around it. From there I moved to a state education department, refreshing a public website's component system and designing an accessible form library to government standards. I even spent a term teaching first-time coders at a university, which taught me as much about explaining ideas clearly as it did about JavaScript. That early stretch is where I learned that good design and workable code are the same problem seen from two angles.
From there I moved in-house to a global advertising technology company, where the work grew from front-end code into product management, directing roadmaps and prototyping alongside a growing creative team. That dual product and design remit deepened over time: after the company acquired three creative teams, each with its own tools and habits, I led the product and design work to unify them into one platform, cutting ad-build time in half, and took the story on the road with client roadshows across Australia and Japan. You can read the detail in the Creative Studio case study. Alongside that role, I founded Mini Marketa, a circular marketplace for secondhand kids' toys, where I own every function a product company has: strategy, design, pricing, logistics, and growth.
Today I lead 0→1 discovery on that same company's AI initiative: a multi-large language-model brand visibility product for the era of AI assistants like ChatGPT, built from advertiser interviews across two continents into a shipped platform and a live design-partner beta. That story is in the AI Visibility case study. I build the same way I lead: hands-on, with Claude Code and an agentic approach to shipping fast, which is also how Mini Marketa runs day to day through a pair of AI agents handling listings, bookkeeping, and marketing. I wrote up what designing that system taught me about agentic product design in the Alice & Marketa case study.
Award nominations
Women Leading Media 2024
B&T · Tech Category
Women Leading Tech 2023
B&T · Innovator Category
What I bring
Education
Bachelor of Digital Media, UNSW (University of New South Wales) Art & Design, plus certificates in digital marketing and product management from General Assembly.
Email me directly, or tell my AI assistant what you're after and I'll come to the first call already knowing your world.