I believe that tourism is a global force for good and that it’s one of the most powerful industries to drive positive change in the world. I wake up every morning to be part of that change.
I lead fwNATION, a consultancy where my team and I build communities, strategies and products that sets the stage so the best leaders in travel can perform on it.
Here's my story so far.
I’m an eternal optimist and I’ve always been energised by what the future could be which is why after college and university in Canada, I went to Australia on holiday. That trip turned into a career in the travel industry.
To get my foot into advertising I started doing recaps of the Cannes Lions International Festival of Creativity. It pretty much got me fired from my first job but it taught me invaluable lessons on how to build a community and how to get my foot in the door as a young strategist. I went on to write You Suck At PowerPoint which was meant as a tongue-in-cheek how-to guide, it still gets hundreds of thousands of views a month.
This habit of creating presentation decks helped get me get next job at Tourism Australia where I headed up the social and content team for nearly 7 years. During my tenure, Australia’s social profiles were heavily awarded and the envy of the destination marketing space. I named my strategy ‘The World’s Biggest Social Media Team’, which became and still is the blueprint for the Australian tourism industry on social. In 2012 I started the @Australia profile incase Instagram became popular. It’s still one of the most popular travel profiles today. I worked on a several global brand campaigns during my time at Tourism Australia, but one of my favourite days was when I censored a kangaroo picture. It made international news.
In 2016 I completed my MBA with the Berlin School of Creative Leadership. I wrote my thesis on how we could remix one of the most iconic tourism ads of all time.
I’m now running fwNATION. A consultancy that works with the best leaders in travel to help them create breakthroughs for their business. I’m mostly based in Bangkok which is an incredible hub of creativity, my team also work in Sydney and Singapore.
According to psychologist Donald O. Clifton my top 5 strengths are Ideation, Futuristic, Activator, Learner and Intellection. My Kolbe A index is 4-2-9-5, which means I spend most of my days now playing to my strengths developing strategic blueprints for businesses, coaching, brainstorming and developing products such as the TheGem.com.
Destinations International, Montreal 2017
Content Campus, Copenhagen 2017
Adobe Symposium, Sydney & Singapore 2017
Pure Marrakech, Morocco 2017
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