Building Mr.Consistent | Founder & Former CMO
Co-founded and led brand, creator marketing, and partnership strategy for Mr. Consistent, scaling the business from a $60K startup into one of Australia’s fastest-growing non-alcoholic beverage brands, reaching $16M in revenue within two years. Built and managed creator-led marketing programs, talent partnerships, and culturally driven collaborations across digital, on-premise, and experiential channels, while overseeing commercial, legal, and brand considerations within a regulated category. Secured long-term partnerships with national retailers, hospitality groups, and major cultural and sporting events. Stepped out of day-to-day operations in 2024 to take on a ownership role at Canberra Public Golf Course. Led athlete driven marketing and content programs using elite athletes as the core storytelling engine. Responsible for translating performance credibility into engaging content across campaigns photoshoots and digital channels. Owned the end to end output of athlete content ensuring it aligned with brand standards performance messaging and commercial goals. Owning and running my own businesses has given me a deep understanding of the importance of creating cohesive and collaborative work environments where every department is aligned toward the same goals. I’ve learnt how to mentor and develop talent, balancing creative vision with commercial objectives. This experience has honed my ability to foster collaboration across design, marketing, sales, and operations, ensuring projects not only meet deadlines but also achieve the highest standard of execution.
Built and directed a creator-led brand ecosystem leveraging athletes, DJs, influencers, and cultural tastemakers to drive brand relevance, consumer acquisition and commercial acceleration.
As a founder we managed all components of the business ontop of our internal roles. At our peak pre automation of manufacturing I managed over 100+ employees.
Scaled the brand from launch to $6M in Year 1 and $16M in Year 2, positioning creator-driven storytelling and culturally aligned partnerships as primary growth levers.
Developed and led integrated creator strategies across paid, organic, and long-term partnerships—ensuring alignment between cultural credibility, brand narrative, and measurable ROI.
Directed end-to-end campaign ecosystems spanning digital, social, retail, and experiential environments, managing budgets up to $250K per initiative while maintaining creative and commercial cohesion.
Negotiated and structured talent partnerships including usage rights, licensing, exclusivity, and deliverables—balancing creative ambition with brand protection and regulatory compliance.
Partnered cross-functionally with sales, retail, legal, and operations teams to ensure creator initiatives translated into strong on-premise and retail performance, bridging cultural storytelling with sell-through impact.
Established scalable internal systems for briefing, approvals, content governance, and asset management—enabling consistent brand expression and long-term growth infrastructure.
Acted as final decision authority on cultural alignment and brand suitability, protecting brand equity while maintaining authenticity within youth and nightlife communities.