Who is Carl?

Hello there. I’m Carl!

I’m a marketing communication strategist / brand planner / creative thinker based in Sydney, Australia. My varied background covers IT, digital marketing & production, consumer advertising, healthcare communication and sustainability giving me a broad perspective to view things through a different lens.

I’m well versed in brand planning, insight hunting, creative brief crafting, consumer research, workshop facilitation, social marketing & behaviour change communication, product & service innovation, online customer acquisition & retention strategy, consumer journey mapping, integrated comms planning, content and brand story development, social media marketing, events and education programmes, community & stakeholder management, and idea development, (amongst other things).

I’m keen on:

– building brands with a greater purpose beyond simply driving demand for consumption
– creating things that people will want to use and interact with
– ideas that have legs beyond a 30 sec TVC (or a static print ad)
– sustainability and cause marketing (using the power of marketing to create some good)
– delivering measurable impacts (ROI) – because it should be about making a difference you can see
– marketing managers willing to embrace new thinking and who occasionally take calculated risks to achieve brilliance.

I’m not so keen on:

– mass-consumerism
– ‘unconscious’ capitalism
– plastic (it’s not so fantastic)
– anchovies

If you want to get in touch then please do. I’m keen to hear about freelance opportunities, new ventures, and exciting projects.