I studied archaeology with big plans to excavate sites in Ancient Greece and Rome, but marketing won out in the end.

I began my marketing career in-house at McGuireWoods, an international law firm with 21 offices across the US, London and Shanghai, and a boutique B2B marketing firm in the US.

After a few years in corporate, I opted for a late gap year to visit Australia and never left!

I landed in Melbourne and began freelancing with ACP, which later became Bauer Media Group, and at the time owned a portfolio of more than 600 magazines, over 400 digital products, and 50 radio and TV stations worldwide.

I grew products and brands across their adventure, off-road travel, caravanning and 4WDing media.

I spent five glorious years being paid to travel across Australia in shiny, new LandCruisers and Defenders, testing caravans and camper trailers, creating content and helping Bauer grow their off-road travel products by over 800%.

A 15 years before moving to paradise and working from home was a trend, I made the move and found a gap in the market.

To meet demand, I co-founded the award-winning Escape Media and launched 4WD Touring Australia, a national magazine and TV show that aired on Network TEN.

In three years, I bootstrapped my startup from $0 to seven figures (debt-free).

For three years, 4WD Touring Australia was the highest-circulating monthly 4WD magazine and won best cover in the Magazine Cover Awards ‘Maggies, and Escape Media nabbed runner-up for small publisher of the year at the Publishers Australia Excellence Awards.

Success resulted from disrupting an existing market with a new product and advertising model, designing the brand philosophy around travel as a spiritual journey and providing superior customer outreach and service.

Clients included Toyota (making TV commercials for them!), ARB, GME, Redarc, MaxTrax, Rhino Rack and Lightforce.

After three successful years, I parted ways with Escape Media to launch my own niche agency, Umgum, and support a range of clients, including government, music and entertainment, FMCG, construction, and professional services.

After graduating from Deakin University in 2025 with a graduate certificate in AI for business, I am now offering AI and automation consultancy services to all my clients.

Naturally curious, I love solving problems and optimising products and services using AI & automation, data analytics, market research and business development strategies.

With 20+ years of experience in media, marketing, and innovation, I can run the gamut from startups to Fortune 500 companies.

My superpower is the uncanny ability to sense a business’s foundational weaknesses and how to deliver exceptional customer experiences and deliver value.

With fresh eyes and a different perspective, I help you grow, scale, and restructure your marketing department, team, and business using simple, manageable, and proven methods.