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Have you ever used a service, website or an app that frustrated you?
Well, my job is to fix that!

Spending the past 10+ years in the marketing field, I’ve gained many skills and practices that helped me become the experience designer that I am today. On many occasions, I was a one-man show of research, analysis, ideation and implementation of both traditional and digital marketing projects. This experience has given me the ability to balance user needs with business requirements. From a marketer to Experience Designer, I help my clients discover, define, plan, design, test and deliver holistic experiences.

Work experience

Mar 16Present

Experience Designer

Naked Ambition

Naked Ambition designs programs to teach companies and their employees about personal branding, innovation and design thinking methodologies so they can think like innovators and lead their industry. I started working with Naked Ambition as a part of the final project at the General Assembly UX Course, and today I continue to work with them on a part time basis.

  • Led the discovery and analysis phase to define the core problems:
    • Analysed the business and conducted a competitor analysis
    • Ran user interviews and administered a set of surveys
    • Synthesised the research by clearly mapping experience journeys, including pains and gains
  • Uncovered core problem that shifted the project to a new direction
  • Created working prototypes to support new back-end and front-end processes that aim to improve the overall user experience throughout the interaction with Naked Ambition, at every touchpoint
  • Tested and refined MVPs and managed to operationalise some of these prototypes after passing the market validation phase
  • Used digital collaboration tools to ensure visibility of work to team members and the client, at any stage of the project
Mar 13Present

Marketing & Communications

Ormond College, The University of Melbourne

Ormond is the largest residential college at the University of Melbourne with a vibrant learning community of 500 students from diverse backgrounds. It is also the home of the Wade Institute for Entrepreneurship.

  • Developed and implemented marketing strategy
  • Conducted surveys, interviews and focus groups with users
  • Developed personas to better communicate the users’ needs with stakeholders
  • Employed data analytics methods to measure and monitor the effectiveness and quality of the digital media provided by the College
  • Managed the website’s transition to responsive design
  • Maintained the website content from strategy to implementation
  • Provided creative direction and execution of video productions, photography, printed collateral and digital assets
  • Responsible for social media strategy and execution, including content scheduling, monitoring traffic, identification of opinion leaders and influencers, as well as measurement of overall engagement
  • Provided feedback to stakeholders for continuous improvement
  • Built strong business case towards re-development of the website, to be implemented in 2017


  • Increased applications from a targeted segment from 8% to 17%
  • Increased social media engagement by 160%
Feb 14Present

Academic Tutor- Marketing

Ormond College, The University of Melbourne

University students' tutor for Principles of Marketing, Consumer Behaviour, Marketing Communications and Global Marketing.

  • Plan and deliver weekly tutorials, helping students turn theory into practice through practical case studies
  • Conduct one-on-one consultations to support students during the semester, including review of assignments
Jun 10Aug 12

National Marketing & Communications Executive


AUJS Ltd. is a student mentorship and leadership organisation that operates in over 20 campuses that span eight regions across Australia and New Zealand. AUJS organises a range of international programs for students.

  • Developed and delivered a marketing and communication strategy to increase student memberships and participation rates in AUJS domestic and international programs
  • Developed and implemented the organisation's digital plan, including a new website development, social media presence and EDM
  • Ideated and delivered of events and campaigns, including post events evaluation(qualitative and quantitative) to ensure continuous improvement
  • Developed and executed professional development programs


  • Increased membership rates by 147%
  • Co-ordinated, developed and executed 10 national on-campus campaigns
Sep 06June 10

Business Development

Y- Circus Entertainment Group

Y-Circus provides live performance experiences to enhance business and private events.

  • Developed and implemented the yearly business plan Identified and formed relationships with potential investors and industry partners
  • Probed clients' needs, created events outline and closed deals
  • Responsible for end-to-end event production including planning, creative development, on-site event management and budget
  • Liaised with external agencies to supply artists and service providers for the events
  • Responsible for day-to-day account management and administrative tasks
  • Responsible for the recruitment and development of future artists


  • Year-on-year sales growth of 20% on average
  • Produced large corporate events in Europe, Africa and Asia including BP, Intel, Gap, Diesel, Isuzu, and Samsung that attracted media attention and received worldwide recognition
  • The group started with 3 members in 2006 and grew to 35 artists, 6 schools for acrobatics with 150 students by 2010


Feb 16Apr 16

User Experience Design Immersive

General Assembly


Oct 12Nov 12

Certificate IV in Training and Assessment (TAE 40110)


Bachelors of Media Studies & Business Management

College of Management - Academic Studies

Major in Digital and Popular Media