SKILLS
Copywriting.
Creative Direction.
Content Strategy.
Content Marketing.
Creative Strategy.
Strategic Communications.
Integrated Marketing.
Digital Media.
Social Media.
Integrated Marketing.

CERTIFICATIONS
LinkedIn Marketing Strategy. (LinkedIn).
Career Essentials in Generative AI. (LinkedIn & Microsoft).
Integrated Marketing Communications Strategies. (LinkedIn).
Diversity, Inclusion and Belonging. (LinkedIn).

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Education and career summary.

After graduating from the North-West University with a Bachelor of Arts in Communication & Media Studies and a Hons BA in Journalism, I started my career in a newsroom. Currently making Generative AI make sense for creatives.

Career Summary

Creative Director (Generative AI & Automation) | The Up&Up Group (affiliated to the global M+C Saatchi Group)
(2025-present)
Leading the integration of AI across creative teams, translating new tech into practical applications and frameworks that amplify everyday creative work. From Strategic Guardrails to training, to thought leadership, I work at the intersection of creativity, technology and strategy.

Creative Director (Generative AI) | OLIVER+, part of OLIVER/IIG
(2024-2025)
Led a team of creatives utilising Generative AI in their workflow, ensuring exceptional creative quality of all work across a range of global clients.

Creative Lead | OLIVER+, part of OLIVER/IIG
(2021 – 2023)
Led a team of copywriters, designers and motion designers, ensuring exceptional creative quality of all work, copywriting, strategy across various FMCG clients.

Senior Copywriter | OLIVER+, part of OLIVER/IIG
(2020 – 2021)
Copywriting & conceptual work across various FMCG clients.

Senior Copywriter | Promise Agency
(2018 – 2020)
Rand Merchant Bank
PPS for Professionals
BestMed
KykNet
Japan Tobacco International
Cricket South Africa

Digital Director | Longevity Magazine
(2017 – 2018)
Led all digital content (editorial and advertising) across all digital channels.

Content Manager | Engage Joe Public
(2016 – 2017)
Sabric
Afrikaans.com
Clover
Nedbank
Chicken Licken

Content Manager | Cerebra
(2014 – 2016)
Absa/Barclays Africa
Vodacom

Sub-Editor | The Citizen
(2014 – 2014)
Copy editing, fact checking, design, editorial work.