I've spent my career on different sides of the same system. Reporting on technology companies, then working inside them, then helping them tell their stories.

The thread connecting all of it is storytelling. Not in the vague LinkedIn way where everyone "tells stories." In the practical sense: I love figuring out what needs to be said, how to say it so someone actually reads it, and increasingly, where it needs to live to matter at all.

How I got here

I started at News.com.au in 2014 writing about technology and cars. I launched their motoring content, covered industry events from CES to the Tokyo Motor Show, appeared across TV and radio, and learned what it means to write for an audience that gives you about three seconds before they're gone.

After News, I moved to Business Insider as Technology Editor, covering the intersection of tech and business for Australia's most-read business publication. That was a good place to learn what makes people click on something. More importantly, what makes them stay.

Then I realised I want to learn even more about the inside of how these companies I was reporting on actually worked.

I went to Vodafone. Most of the job was running PR for their enterprise and IoT division. But the part I'm most proud of is pitching, navigating approval for and then executing Vodafone's return to motorsport: sponsoring BMW's entry to the 2017 Bathurst 12 Hour with Mark Skaife and Russell Ingall.

I was a motoring journalist months earlier. Now I was the person who got a major telco back into racing. That kind of opportunity doesn't come along too often, and I'm still not entirely sure how we pulled it off.
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The motorsport bug has always stuck with me, too. A few years later I ended up co-hosting an F1 podcast with Trevor Long and Conor McNally, sponsored by Kayo Sports. Over three years we built it with thousands of subscribers, and the show featured interviews with Oscar Piastri, Valtteri Bottas and Daniel Ricciardo, among others.

After Vodafone, I moved into startups. At finder I worked on early product and content strategy. I launched the Australian edition of Reviews.org and owned key search terms from day one. I helped a VC-backed fintech called Quicka get off the ground, and then joined Zoomo, an electric bike company that tripled its rider base during the early pandemic.

Those years taught me two things. First, if you can't build the thing yourself, your strategy isn't worth much. Second, and this one took longer to learn: even when the financial upside is right there in front of you, working on something you're genuinely interested in and care about is more rewarding and more sustainable than chasing the opportunity. That realisation is what eventually pulled me back to storytelling. Particularly about tech I find personally fascinating.

What I do now

I joined Telstra at the end of 2020 as a tech writer. Now, as Digital Storytelling Lead, I run editorial content for Telstra Exchange. It's not quite a blog but it's also not a press release archive either. I like to think of it as an editorial platform, and on its best days it's doing work that most corporate newsrooms in Australia aren't.

I develop the content strategy, write and produce the editorial, build new content experiences that go beyond what a standard CMS template gives you, and manage the editorial photography and video assets that support everything from the website to earned media coverage. I've also had a hand in Telstra's social and earned media strategy, including early on their TikTok account, which was a sentence I never expected to write on a professional website.

But the part that's changed how I think about everything is the AI question. And not because I want to jump on a hype train to make money off. It's changing every facet of our lives in ways many aren't noticing, particularly on how we consume information.

Over the past couple of years I've watched the information ecosystem reorganise in real time. Google traffic to publishers has dropped by a third. AI-generated answers increasingly appearing as the first thing people see when they ask about a brand. Forums that are shaping public perception in ways that provide no accuracy oversight.

I spend a lot of time now thinking about what this means for how brands communicate - both for their sake and for us as consumers. Not just publishing content and hoping people find it, but understanding how AI models decide what to tell people about you, what content actually gets cited, and what the gap looks like between what a company wants to be known for and what the machines are saying.

What this site is for

The thinking I care about most doesn't fit inside any single company. How stories move through systems. How AI is reorganising where people get their information. What it actually takes to build content that works across all of these channels at once. That stuff is bigger than a job title.

So this is where I am going to write about it.

I also consult on content strategy and AI discoverability for organisations working through this shift. If that's you, get in touch.

When I'm not doing any of the above, I'm usually behind a camera. My work spans across my travels, editorial supporting and wedding photography. I'm based in Melbourne with my family, follow Formula 1 and the NBA with more dedication than is probably healthy, and will somehow find a way to bring up powerlifting in any conversation. I'm not sorry about any of it.

Want to talk?