Brand, Marketing & Creative Strategy Leader · Sydney
Eighteen years growing brands, business and culture at Qantas, CommBank, GoDaddy, AMP and more, plus the startups and scale-ups building from scratch.
The film behind this page is the 90-second showreel, designed silent.
Outcome first, story second. Every case study follows the same line: the challenge, the role I played, the work, and what it changed.
Audience strategy, CVPs, brand strategy and tone of voice for AMP's mobile-first challenger, shaped before the product existed.
Read the case study →Repositioning GoDaddy from domains to the entrepreneur's website builder, through an award-winning Olympic partnership.
Read the case study →From a logo and an idea to a full brand, site and go-to-market: designed and built hands-on, with no agency budget.
Read the case study →Australia's first non-stop flight to Europe, launched without access to the plane. Record brand health and ticket sales.
Read the case study →A self-pitched idea that took financial literacy to regional Australia, funded from a single internal pitch.
Read the case study →Led the integrated delivery of CommBank's pivotal brand shift: kids inhabiting adult worlds, played straight.
Read the case study →My own consultancy: strategy, identity, website, content system and deck library: every piece designed, written, coded and deployed by one person working daily with AI. The sharpest proof that the thinking and the making live in the same pair of hands.
Read the case study →The visuals do the talking. Four campaign films, one tap each.
Results that moved the business · one number from each chapter
Eighteen years across major Australian brands and businesses built from scratch has created a rare kind of range: strategic enough to frame the problem, practical enough to know what it takes to solve it. The thread is curiosity, craft and an unusually high bar for the work.
It's why the same person gets trusted to author a bank's brand strategy one month and design its debit cards the next. Finance, travel, tech and insurance are different categories, but the job is the same: frame the real problem, shape the idea, stay close enough to make it good.
Running Brandling added the operating layer. As a founder I run the whole function solo, with AI-augmented workflows across strategy, content, design and production, so one senior operator can ship agency-scale output without dropping the bar.
See the real problem.
Turn it into an idea.
Stay close enough to make it good.
ChatGPT · Claude · Gemini · Midjourney · Adobe Creative Suite · Figma · Canva · CapCut · GA4 · Adobe Analytics · Power BI · Tableau · SEMrush · Google Ads · Meta · LinkedIn · Sprinklr · HubSpot · Salesforce · Jira · Confluence · Miro · WordPress · Shopify
Bachelor of Marketing & PR
University of Notre Dame Australia, Fremantle
PR Unit Dux · top 10% of graduate classCert IV Graphic Design
Shillington College, Sydney
Scholarship winnerResearch & Writing with Generative AI
LinkedIn Learning
AI in production dailyWood Pencil · The Teleporter Adventures
CommBank
Shortlist · When We Believe, We Can
CommBank
Inspiration Award · Dream It. Build It.
GoDaddy × Australian Olympic Team
Ad of the Year nomination · When We Believe, We Can
CommBank
Verbatim, from LinkedIn recommendations. Hover to pause.
“Rarely in your career do you recruit someone who masters their job function within months and very quickly becomes an asset to the company.”
Leigh Mellor · Chief Sales & Marketing Officer, PetSure
“Andy is a brand marketing specialist, that has a magic eye for detail, and creativity in abundance. She has made a solid impact in the Australian GoDaddy business, both on brand and business performance.”
Suzanne Mitchell · Global Digital Growth Leader, GoDaddy
“She is one of the hardest-working people I've ever met. When she sets her mind to something, she commits fully and consistently delivers at a high standard.”
Bret Bidenko · Digital Performance Manager, CommSec (reported to Andy)
“Andy was the driving force behind crafting our brand strategy for the AMP Bank launch, and she did it with style and flair. Her energy, vision, and talent made this program an absolute standout.”
Gabriella Svorcan · Senior Change Manager, AMP
“Andy is highly organised and an excellent operator who delivers with precision and reliability. I've learned a great deal from her and would highly recommend her to any team.”
Mia Grimaldi · Marketing Manager, CommSec
“Working with Andy for 2 years at Qantas was a massive highlight for me. Andy is professional, focused, a strategic-thinker and amazing mentor.”
Jacqui McKendrick · Cowes Bay Group, ex-Qantas
“I was always amazed at her capability to get things done. Andy is smart, focused under pressure and a good marketer. And, on top of all of that, she is a genuinely great person - all the time.”
Gerrit Walters · Head of Commercialisation, Qantas
“She is a delight to work with. Andy's smart, organized and provides clear guidance for her thoroughly-researched campaigns. A rare gem.”
Cate Barker · Senior Managing Editor, GoDaddy
“Rarely in your career do you recruit someone who masters their job function within months and very quickly becomes an asset to the company.”
Leigh Mellor · Chief Sales & Marketing Officer, PetSure
“Andy is a brand marketing specialist, that has a magic eye for detail, and creativity in abundance. She has made a solid impact in the Australian GoDaddy business, both on brand and business performance.”
Suzanne Mitchell · Global Digital Growth Leader, GoDaddy
“She is one of the hardest-working people I've ever met. When she sets her mind to something, she commits fully and consistently delivers at a high standard.”
Bret Bidenko · Digital Performance Manager, CommSec (reported to Andy)
“Andy was the driving force behind crafting our brand strategy for the AMP Bank launch, and she did it with style and flair. Her energy, vision, and talent made this program an absolute standout.”
Gabriella Svorcan · Senior Change Manager, AMP
“Andy is highly organised and an excellent operator who delivers with precision and reliability. I've learned a great deal from her and would highly recommend her to any team.”
Mia Grimaldi · Marketing Manager, CommSec
“Working with Andy for 2 years at Qantas was a massive highlight for me. Andy is professional, focused, a strategic-thinker and amazing mentor.”
Jacqui McKendrick · Cowes Bay Group, ex-Qantas
“I was always amazed at her capability to get things done. Andy is smart, focused under pressure and a good marketer. And, on top of all of that, she is a genuinely great person - all the time.”
Gerrit Walters · Head of Commercialisation, Qantas
“She is a delight to work with. Andy's smart, organized and provides clear guidance for her thoroughly-researched campaigns. A rare gem.”
Cate Barker · Senior Managing Editor, GoDaddy
Open to senior brand, marketing and creative strategy roles in Sydney and remote across Australia. The resume is one click and the references are on LinkedIn.
Consulting and productised brand services via Brandling