Taking product strategy end-to-end — building high-scale consumer products millions love. Sport Industry, Broadcast Media, Startup and Telco experience.
// who I am
I'm a digital and AI product leader obsessed with the intersection of technology, media, and people's passion — whether that's for their favourite team or their favourite show. Fifteen-plus years building digital experiences that scale, and turning product strategy into apps and websites used by millions (sometimes at the same time).
Audio-on-demand at Omny. Streaming at LiSTNR. Long-horizon innovation at Telstra. Identity-led digital fandom at the AFL. Different sectors, same discipline — find the real problem, design for the person, ship at scale.
At the AFL I own the entire digital ecosystem — afl.com.au, the AFL Live app, AFLW, Fantasy, Tipping, Marvel Stadium and all 18 club apps and websites — reaching a record 2.2 million fans a week. I reshaped the 15-person product team to be fit for purpose and future-proof, authored the six-pillar product strategy, and created the logged-in state that took sign-in from 17% to 100%.
Before that I directed product for iHeartRadio at ARN, took LiSTNR from zero to a million signed-up users at SCA, stood up the long-term innovation function at Telstra Labs, and was an early employee at Omny Studio — deployed in 50+ countries, through to acquisition by Triton Digital.
I've sat on both sides of the investment table: taking equity as a startup employee, and growing that venture money to an eventual successful exit. Then deploying it from the other side as a corporate venture investor — investing in both Sonnant and Sourse, and taking a board seat at Sonnant.
// how I work
High level: I run the same loop every time. Discovery to find the real problem, design to shape it around the person, then co-creation to build it alongside the coders.
Find the real problem before committing to a solution. I ran LabX at SCA, a cross-functional discovery team turning ideas into incubated products. At Omny Studio I went deep with customers to understand the workflow they actually had, not the one we assumed. At the AFL I stood up a dedicated Transform the Product function so discovery had a protected lane of its own.
Managing teams of UX, UI and human-centred design — working the double diamond properly rather than treating it as a diagram on a wall. Diverge to understand the problem, converge on a definition, diverge again on solutions, converge on the one worth building. Design is where the concept gets pressure-tested against real human behaviour.
The best output comes from building with engineering, not throwing requirements over a fence. Joint ideation from the start, and tech spikes to de-risk the unknowns before anyone commits to an estimate. Engineers who helped shape the idea build a better version of it than engineers who were handed a spec.
// selected work
Every one of these is live. Click through and have a look.
// hands-on with AI
The most valuable product people are the ones who know what AI is good at, what it isn't, how to avoid the pitfalls, and how to write the prompt that actually gets the outcome. AI is a solution. What matters more is the problem you're pointing it at.
The flagship enterprise AI initiative in my current portfolio: agentic AI working over live match data during games. I was hands-on in the build and mentored teams through internal hackathons — not a sponsor watching from a distance. Consumer-facing AI is one of the six pillars of the product strategy I authored and took to board endorsement.
A prototype arcade game bridging physical and digital: sensors in basketball hoops driving a Connect Four-style two-player competition on a TV screen. Hardware input, real-time game state, screen output — designed and built end-to-end.
An app that transcribes live audio and turns it into an AI commentary feed in real time. Built to test where the latency and quality ceilings actually sit when you push speech-to-text and generation together.
A tram tracker built for exactly one station — mine — and tuned to my actual walking speed. A deliberately tiny piece of software that a general-purpose app could never justify building. That's the point.
Helping a friend get a DTC e-commerce business off the ground — I built the Shopify stack, holding pages and email flows, plus five Slack-based AI agents running day-to-day operational tasks. A working answer to what a two-person business can actually run on in 2026.
A set of AI agents that continuously scan the job market, filter roles against my criteria and surface what's genuinely worth a look. Agent orchestration applied to a real problem I have — which is the only way I trust a pattern before recommending it at work.
Directed AI/ML recommendations and transcription across a platform serving over a million signed-up users — personalisation driven off a first-party data stack on GCP with Salesforce Data 360. Production ML with real consequences, not a pilot.
A tool I built to customise and communicate the digital product roadmap to executive and external stakeholders. Separately, I used AI to parse an intake form and produce a RICE score for new feature requests from internal stakeholders, so prioritisation started from a consistent quantitative baseline instead of whoever asked loudest.
// career
// board, investment & advisory
Took venture money as a startup employee. Deployed it as a corporate venture investor. That perspective changes how you read a pitch — and how you govern one.
// capability
I take product strategy all the way through to shipped software — 0→1 and 1→n. Board-endorsed strategy documents on one end, live-game operations at millions concurrent on the other.
Built identity and data foundations twice over — AFL ID from 17% to 100% sign-in, and LiSTNR's forced-login platform from zero. CDP architecture, consent management and the personalisation that data unlocks.
Reshaped a 15-person team to be fit for purpose and future-proof when the old shape stopped working — including structuring around AI workflows. Scaled an innovation team 5→12. I design the org around the outcome.
Deep across the full content-to-consumer stack: streaming platforms, podcasting, sports media, digital publishing — plus dynamic ad insertion, premium host-read formats and programmatic audio.
Ran open innovation spaces, incubation projects and startup ecosystems. Desirability, feasibility and viability tested honestly — including being straight about when a project fails and why.
Managed a $21M/year strategic delivery partnership with 22 partner engineers, plus agencies and platform vendors. Getting outcomes from teams you don't directly employ is its own discipline.
// education
// let's talk
Open to conversations about bold digital products, senior leadership roles, board seats, and ideas worth backing.