Retail · POS · Campaign Development
Most of my career has been client-side — building brands from the inside, across fashion, sport and consumer products. A significant part of that work has always lived at retail: point of sale, packaging, retail promotions, in-store communication, sales collateral, lookbooks, catalogues and merchandising assets, alongside the digital campaigns and product launches that fed customers toward them.
My Approach
I think about shopper marketing through three lenses at once: brand building — does this still sound and look like the brand once it's reduced to a shelf-edge strip or a window decal; retail influence — what does this need to do for the retailer, the buyer and the floor staff, not just the end customer; and consumer behaviour — what actually changes someone's mind in the seconds between seeing something and deciding to buy it.
The projects below aren't just attractive creative work. Each one is a case study in moving an idea from concept, through retail execution, to the moment it actually influenced a purchase.
Why Shopper Marketing
Throughout my career at Russell Athletic, Designworks and 2XU, much of my work has sat at the intersection of brand and retail — developing campaigns that don't just build awareness, but influence purchase decisions through packaging, POS, retail activation, wholesale communications and shopper-facing marketing. My experience has been primarily client-side, but the challenge has stayed the same: building ideas that work from the first impression through to the point of purchase.
Capabilities Across These Projects
Retail activation for Dunlop's Australian Open partnership, from outdoor media to point of sale.
I led a campaign spanning outdoor advertising, Rebel Sport window takeovers, in-store POS, official ball packaging and a season of print and pattern work.
Read Full Case Study →Eagle R, Original Sweat and the Rebel Sport partnership — POS, lookbooks and wholesale sales tools.
Russell Athletic sells through a wholesale network it doesn't directly control. I built a brand identity strong enough to survive retail execution without a central team on the ground.
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Consistency across lookbooks, POS, EDM, social and a real retail-partner placement.
A lifestyle activewear brand with no single big campaign moment to lean on. I held one identity across every small touchpoint — lookbook, EDM, social and a live Myer.com.au banner.
Read Case Study →I developed retail packaging, POS, posters and magazine advertising carrying one performance story — including CustomSpec, the teamwear programme that scaled it across more than a dozen clubs and sponsors. The challenge was managing a huge product range without losing creative consistency.
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The Dunlop Advantage clothing range for Target, the KT26 heritage sneaker relaunch, and POS & campaign work for Dunlop Rackets.
Product and campaign photography for the Dunlop Clothing range, strategy through to a finished gondola banner and product launch for KT26, and point-of-sale & campaign work for Dunlop Rackets.
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