5 years 9 months
Canva
Head of Logged Out Experience
March 2025 – Present (1 year 9 months) · Sydney, New South Wales, Australia
Currently leading Organic Growth and Canva's Logged Out Experience (LOX) - the surfaces where the world first meets Canva, and the systems that connect new and returning users to the products, content, and workflows they're looking for.
LOX spans Organic Growth, homepage experiences, marketplace discovery, authentication, and the journeys that move people from search - increasingly including AI-powered discovery experiences - to their first design and beyond.
This work drives a significant share of Canva's acquisition, activation, and reactivation globally.
As AI raises expectations for immediacy and outcomes, my current focus is on how acquisition, activation, and product experience work together to help people get to meaningful outcomes faster.
I lead a deeply cross-functional group spanning product, engineering, design, Organic Growth, data science, and operations, building experiences that scale globally while remaining locally relevant.
Head of Organic Growth
January 2023 – March 2025 (2 years 3 months) · Sydney, New South Wales, Australia
Led Canva's global Organic Growth organisation across every market.
By this point, Organic Growth had become much broader than search. Our work increasingly sat at the intersection of product, growth, engineering, design, data science, and internationalisation, helping people discover the right Canva experience wherever they were in the world.
As Canva continued to expand globally, a large part of the challenge was balancing scale with relevance across languages, markets, and use cases. We experimented with different operating models and ultimately landed on a hybrid approach that combined strong global foundations with local market ownership.
Alongside the growth work, we built the team, practices, and partnerships needed to support Organic Growth at Canva's scale.
Global Organic Growth Lead
December 2022 – January 2023 (2 months) · Sydney, New South Wales, Australia
A short transition role leading Canva's global Organic Growth strategy across English and international markets.
Our focus was on taking initiatives that had proven successful in individual markets and adapting them for new audiences, languages, and levels of market maturity.
It was a brief but important period as Canva's Organic Growth org evolved from an English-market focus to a truly global one.
English Markets Organic Growth Lead
March 2021 – December 2022 (1 year 10 months) · Sydney, New South Wales, Australia
Re-joined Canva after a 2-year break, to lead Core Organic Growth teams across all English-speaking markets.
Much of our work centred on Canva's key acquisition platforms, testing new ideas, scaling what worked, and building many of the foundations that would later be localised and rolled out internationally.
It was a period of rapid experimentation, ambitious growth targets, and some of Canva's earliest large-scale Organic Growth platform investments.
Waldo's Friends
Founder
July 2018 – Present (8 years 5 months) · Sydney, Australia
Waldo's Friends is a not-for-profit animal rescue platform I founded and continue to run alongside my career.
It's designed to support the full journey from adoption to pet parenting while helping rescue organisations reach more people and operate more effectively.
Summer Works
Organic Growth
September 2018 – February 2021 (2 years 6 months) · Sydney, Australia
Consulted and advised global startups on organic growth strategy across Sydney, Brisbane, and Melbourne. Clients included Clipchamp (acquired by Microsoft), Honey Insurance, Airtasker, Vero, Flaunter, and Clipsal Solar - covering everything from growth strategy to team building, onboarding, coaching, and hiring.
Canva
Product Growth
August 2016 – August 2018 (2 years 1 month) · Sydney, Australia
Joined Canva to build Organic Growth foundations from the ground up alongside the Head of Growth and founding teams when we were fewer than 70 people in Sydney and roughly 100 in Manila.
Grew Organic Growth across Canva's Create, Learn, Features, Graphs, Photos, Graphics, and Templates Marketplace strategies while building and shaping many of the playbooks, processes, and ways of working that would support the company's growth for years to come. We use many of these to this day - and esp when we launch new markets.
It was an intense period of growth, learning, and building - part startup, part scale-up, and a rare opportunity to help define what Organic Growth looks like inside a product-led company.
This was some of Canva's earliest product-led Organic Growth work, spanning research, product strategy, engineering, experimentation, content systems, internationalisation, and marketplace development. A few things from that period:
- Helped take several of Canva's largest Organic Growth bets from thousands of monthly sessions to millions.
- Built the foundations of Canva's marketplace Organic Growth capability, which later evolved into a major product growth function and is today one of Canva's strongest growth loops globally.
- Launched the Templates MP Organic Growth engine, then rapidly iterated on every surface's user flow to grow activation.
- Established close working models between Organic Growth specialists, engineers, designers, PMs, and data scientists long before that became common practice.
- Built experimentation and measurement frameworks that connected Organic Growth work more directly to product outcomes.
- Supported Canva's expansion into international markets through localisation and market-specific content initiatives.
Many of the product and growth loops established during this period continue to drive growth today.
Left to build Waldosfriends.org and Summer-works.com for the next two years, before returning to Canva in 2021.
hipages
Head of Organic Growth
August 2015 – August 2016 (1 year 1 month) · Sydney, Australia
Built hipages' product-led Organic Growth function, covering everything from product growth, building the team, and leveraging a two-sided marketplace for organic growth.
The challenge was helping people discover and successfully navigate a marketplace with thousands of services, locations - all targeting a wide and diverse set of user JTBD.
We built a mix of bespoke and programmatically differentiated experiences designed to connect homeowners and renters with the right tradesperson at the right moment.
Working closely with product, engineering, data, and marketing teams.
Houzz
Organic Growth Lead – APAC
May 2014 – July 2015 (1 year 3 months) · Greater Sydney Area
Led localisation, optimisation, and organic growth initiatives across Houzz's APAC markets.
Much of the work involved adapting a successful global marketplace for different regions, languages, and user behaviours while working closely with product and Organic Growth teams based around the world.
Worked in sync with the global product org running at significant scale.
Custodian Vaults - ABC Bullion, Assetline, The Gold Company, DCLA Diamond Exchange
Digital Marketer
March 2013 – August 2014 (1 year 6 months) · Greater Sydney Area
Worked across a portfolio of businesses including ABC Bullion, Assetline, The Gold Company, and DCLA Diamond Exchange.
The role covered Organic Growth, content, market research, paid acquisition, social media, affiliate marketing, landing pages, and brand communications.
Times Internet Limited
Web Editor
December 2009 – January 2013 (3 years 2 months) · Mumbai, India
Launched HealthMeUp, a large-scale online health platform for Times Internet in India.
Grew readership from zero to 2.5 million unique visitors per month in the first year. Led a large cross-functional team of writers, developers, Organic Growth specialists, and health experts.
Channel V, Contiloe Films, Times Global Broadcasting Corp Ltd, No Nonsense Media
Content Producer
October 2005 – October 2009 (4 years 1 month) · Mumbai Metropolitan Region
Spent four years working across television, digital, branded content, and early online media during a period when Google, YouTube, and social platforms were rapidly reshaping traditional media.
My work ranged from producing feature shows at Channel V, MTV, and a lifestyle talk show for Times Global Broadcasting to creating online business communication courses, commercials, and early digital experiences.
Some achievements from that period:
- Learnt how to style talent for green screens (harder than you'd expect).
- Shot a baby diaper ad and was somehow put in charge of keeping three babies happy throughout production (definitely harder than you'd expect).
- Worked on a storyboard for an animated JBL campaign and then helped produce it for global release.
- Ranked #1 for a low-calorie vodka cocktail recipe that remained my website's biggest traffic driver for years. The site no longer exists, but I'd like to think it helped create an entirely new category of cocktail Organic Growth.
- Sourced, interviewed, and produced stories on women who had built extraordinary careers despite significant challenges.
Kankei Relationship Marketing Services Pvt. Ltd.
Marketing Intern → Marketing Manager (alongside uni, two gap years, and post-grad)
May 1997 – May 2004 (7 years 1 month) · Mumbai, India
Joined Kankei Relationship Marketing in its founding years, as a 17-year-old and stayed connected to the agency through university and beyond.
Worked across a range of projects, from researching competitor credit card products and customer experiences for banking clients to learning the fundamentals of copywriting, advertising, and distribution from the agency's creative team.
Learnt as much from watching a business being built as I did from the work itself. Seeing the agency's founding teams create new functions, clients, and revenue streams from scratch gave me an early appreciation for how companies grow.
Education
University of Sydney
Master of Digital Communication and Culture, Digital Communication and Media/Multimedia
Sophia's Polytechnic Institute
Postgraduate Diploma, Social Communications Media
St. Xavier's College
Bachelor of Arts, Economics and Commerce