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I've spent more than 20 years helping Australian consumer brands figure out where their growth is hiding.

My career started as an analyst and grew into senior category and shopper roles at PepsiCo, Blackmores and CUB. I also spent time on the retailer side as a buyer within the Wesfarmers group, which was honestly one of the best things I ever did. 

The thing I kept learning, over and over, is that data doesn't win decisions. Stories do. Specifically, the kind of story where one sharp insight does all the heavy lifting and the decision feels obvious by the end.

A few years ago I put that theory to the test by leaving corporate life to build my own brand - Inspirational Tea Co. 

I grew this into a national gifting brand sold online and through specialty retailers.

Turns out, running your own brand is a fantastic way to deeply understand every mistake a founder can make. I found them all.

That experience changed how I think about commercial strategy. Not just the corporate version, but the real-world version where budgets are tight and every decision counts.

Today through Find the Growth, I help brands cut through the noise, identify the right opportunities and build commercial strategies that actually move things forward.

Because more isn't the answer. Better usually is.