I started in digital before most people knew what a search engine was. A Commodore 64 at home, the computer club at Farrer, then a year studying Arts at the University of New England before moving to the University of Queensland. My first career was commercial: at Ricoh I built the sales and service pipeline on ACT!, doing what the rigid AS/400 couldn't, moved into marketing management, and sold copiers, faxes and multifunction machines into Australia's Top 500 companies. Then the web pulled me in, and I took on webmaster roles across Spain, Holland, Denmark, Russia, and the USA. The kind of foundation that shapes how you think about systems and data for the rest of your career. In those early years I also produced web video for clients, encoding with the Sorenson codec and editing in the first versions of Adobe Premiere, when getting video online at all was still hard.

I was part of the founding Brisbane team at ReachLocal, Google's Global Strategic Partner in Australia, where I was recognised as a Google High Achiever. Two decades on, that early, direct line into how Google actually works still shapes how I read the shift to AI-driven search.

I have stayed close to the craft throughout, from the early W3C-era web conferences like WWW9 in Amsterdam, to the Search Marketing Summit Advanced SEO Workshop with Jim Boykin of Internet Marketing Ninjas and sessions from Australian search leader Dan Petrovic of DEJAN.

Over 20 years of client work across Australia and internationally has produced a simple conviction: visibility is now an authority problem, not just a marketing problem. The brands that win are the ones that become clear, trusted, and consistently understood across the systems people rely on.

The shift to AI-driven discovery accelerates this. Search, answer engines, and machine-led interfaces increasingly reward brands that are structured, credible, and easy to interpret. The businesses that understand this early are building an advantage that will compound for years.

I work directly with selected clients and partners. No handoffs, no account managers. And before all of this, I co-founded Moonjuice, a Brisbane rock band that released through Psi Fi Records and Waterfront Records, was twice a finalist in the Queensland Rock Awards, and had music featured in surf films including Kelly Slater's Letting Go and Layne Beachley's Life in the Fast Lane. In 2005, Daniel Jones of Savage Garden produced a series of EPs for Pavillion Musik, Quiksilver's label, and Moonjuice was one of the artists he recorded with. Different world, same pattern: signal, timing, audience, and trust.

I also serve as a Director on the board of One Vision Productions, a not-for-profit on Bundjalung country delivering music, arts, and mental health programs to at-risk and Indigenous youth across Australia, where I focus on AI strategy and responsible technology, including a sovereign AI system being developed to support youth wellbeing. Through Digital Dominator, I provide digital authority and AI-visibility support to One Vision and its youth mental-wellbeing initiative MPOWER as a community partner.