Jan 2025 – Present · 1 yr 4 mos · Remote

• Working at the intersection of copyright, open-source, and LLMs...
• Where the rules haven’t been written yet.
• Mapping how AI models ingest, remix, and repurpose open content at scale
• Assessing whether AI-generated work can be licensed, protected, or even owned
• Investigating how “open” principles survive (or fail) inside modern AI training pipelines
• Advising on emerging standards for AI transparency, attribution, and content rights
• Basically: trying to define what “open” means in an era where models take everything.

Jan 2024 – Present · 2 yrs 4 mos · Australia · Hybrid

• Built AI copilots that saved teams hours, not just made pretty demos.
• Replaced manual workflows with LLM systems people actually adopted.
• Benchmarked OpenAI, Claude, Gemini, and OSS models against real-world constraints (not hype).
• Set up practical governance so AI was safe and useful.
• Turned messy operational problems into clean, automatable flows.
• Taught leaders how to think with AI instead of fear it.
• Moved companies from “experimenting” to actually running on AI.

Jan 2024 – Dec 2024 · 11 mos · Hybrid

• Led AI deployment for Zip’s US team - taking AI from idea to implementation.
• Successfully rolled out OpenAI Enterprise across key teams
• Built and deployed internal GPTs for support, risk, and compliance
• Ran PoCs and evaluations on AI models to test real-world performance
• Developed AI copilots that actually saved time, not just looked good on paper
• Worked with legal and compliance to ensure AI met fintech regulations
• Shifted AI from “innovation project” to embedded, everyday ops

Jul 2023 – Dec 2024 · 1 yr 5 mos

• Stepped into ABM as an AI Consultant to drag their digital ops into the future. Took their team from clueless to competent with hands-on AI training and custom solutions—because screwing around with half-baked tech wasn’t cutting it.
• Ran prompt engineering workshops to stop staff from sucking at ChatGPT and GPT usage.
• Built custom GPT applications for CX teams, reducing response times and manual workload
• Trained Loras for e-commerce product shots made their online look look hot and sell more
• Developed AI tools for sales and research automation, customer insights on steroids.
• Whipped up dashboards for sales, freight, and marketplace reporting - data they could actually use.
• Used AI to wrestle NetSuite migrations into submission—less chaos, more control.

Jun 2022 – Jun 2023 · 1 yr · Australia

• Drove strategic partnerships and automation initiatives to scale growth.
• Automated partner outreach, improving engagement and conversion rates
• Scaled social media presence, increasing brand visibility and inbound leads
• Developed AI-powered chatbot funnels, reducing response times and increasing webinar signups
• Led high-impact industry activations, generating significant new business opportunities
• Implemented scalable automation to streamline ops and boost customer engagement.

Aug 2021 – Jun 2022 · 10 mos · Australia · Hybrid

• Developed and optimized brand assets to strengthen market positioning
• Improved website performance through UX enhancements and A/B testing
• Created targeted partner collateral, increasing lead generation and client conversions
• Implemented automated email and chatbot workflows, reducing deal closure times
• Designed personalised JS product pages and dynamic banners to drive engagement

Aug 2020 – Mar 2023 · 2 yrs 7 mos · Australia · Hybrid

• Built a leading smart home security brand, scaling it from direct-to-consumer (DTC) to global distribution.
• Established ZUMIMALL as a best-seller in smart home security
• Expanded distribution from DTC to wholesale and B2B markets
• Led digital growth strategy, optimising SEO, paid media, and marketplace operations
• Collaborated with CloudEdge on AI vision solutions for product development
• Maintained strategic oversight until stepping away to focus on AI consulting.

Apr 2018 – Jul 2020 · 2 yrs 3 mos · Sydney, Australia · Hybrid

• Launched ZUMI as Australia’s premier electronics and tech boutique
• Built the business from concept to 7-figure revenue within 18 months
• Generated 60%+ of traffic through innovative SEO and content marketing
• Optimized UI/UX and copywriting, increasing conversion rates by 7%
• Curated and sourced high-demand SKUs, maximizing profitability
• Integrated cryptocurrency payment options to expand customer reach
• Grew customer database to 30k + through dynamic lead capture

Sep 2016 – Feb 2019 · 2 yrs 5 mos · Australia

• Brand Director and E-commerce Manager at Avancto for Cactus Watches
• Managed and grew wholesale and online e-commerce business for the Cactus brand.
• Developed successful partnerships resulting in a 30% increase in product offerings.
• Increased overall wholesale sales by 15%, resulting in a 15% increase in revenue.
• Led expansion of the company's online presence resulting in a 60% increase in traffic.
• Owned SEM, SEO, and Social Media Marketing Strategies for Australian and European markets

Feb 2015 – Apr 2018 · 3 yrs 2 mos · Sydney, Australia

• Worked on Growth marketing within the Merchant Integrations to create brand awareness
• Drove inbound lead generation that resulted in over 15k MQLs using alternative growth hacking
• Built engaging Facebook communities to increase brand awareness and generate viral discussions
• Revised branding and messaging for landing pages to improve off-site SEO and increase conversions
• Developed pitch decks for the enterprise sales team resulting in a 20% increase in signed contracts
• Created toolkits and widgets for merchants resulting in a 15% increase in conversions
• Developed automated email marketing campaigns that increased engagement rates by 15%

Oct 2011 – Mar 2020 · 8 yrs 5 mos · Sydney Australia

• Founded and scaled a successful B2B & B2C e-commerce brand.
• Managed 1,000+ SKUs across global marketplaces, optimizing logistics & fulfillment.
• Built & operated an offshore sourcing and distribution hub in China.
• Grew website traffic by 20% through strategic PR & partnerships.
• Optimized email marketing, increasing open rates by 25% and CTRs by 10%.
• Drove a 30% boost in organic traffic using SEO & content marketing.

Nov 2010 – Aug 2011 · 9 mos · Sydney, Australia

Oct 2010 – Dec 2011 · 1 yr 2 mos · Sydney, Australia

• In this role, I introduced over 500 offline and online businesses to the group buying industry, and sourced and introduced new products to daily deal sites, resulting in exceeded expectations. I also collaborated with the design team to improve copy and design, resulting in a 20% increase in conversion rates. I secured partnerships with Australia's top eBay sellers, helping to establish the company as a key player in the industry.

Jan 2008 – Jan 2011 · 3 yrs · Sydney, Australia