I architect the content systems, CMS infrastructure, and AI workflows that enterprise teams and ambitious founders depend on — built to scale, built to last, built without the chaos.
Five projects that show the shape of how I work — enterprise content systems, ground-up brand builds, AI-directed workflows, and the writing in between.
Not a slide deck full of recommendations no one implements. A repeatable system your team can run long after we're done.
"Most projects fail because someone started building before they understood the system. We don't do that."
Before we touch a brief or build a single thing, we map what you actually have — your content structure, CMS setup, your team's real workflows. Not the ones in the handbook. The ones that actually happen.
You get a clear-eyed read on what's working, what's creating invisible drag, and where the gaps are. This is where the behavioural psychology lens comes in — we look at how your audience actually moves through your digital environment, not how you assume they do.
Information architecture, content hierarchy, system logic, governance rules — the decisions that compound over time. You're not handed a document. We walk through every choice and the reasoning, so your team can execute with confidence.
Implementation happens in the open. CMS templates, UX copy, content governance, web experience — you see work in progress, give real feedback, and course-correct before it's baked in. No surprises at handoff.
The final deliverable isn't a file dump. It's a system your team can actually use — documented, trained on, and built for the people running it after I'm gone. I stay available for 2 weeks post-launch for questions and quick fixes.
Eight disciplines across every engagement. Pick whichever shape your problem fits.
Three engagement models, priced at senior Sydney market rates. Benchmarked against Sitecore specialist and enterprise content strategy freelance rates for APAC — not padded, not undersold.
What I shipped, who it was for, what changed because of it.
Behavioural design applied to web experience and content strategy engagements. Building AI-enhanced workflows, premium web templates, and Namisan Matcha as e-commerce ventures.
Managed Sitecore web operations across 13+ markets, supporting EU and CAM regions. Built the governance frameworks, SOPs and publishing workflows the business still depends on.
Wrote and shipped editorial content for SkillsTalk, redesigned learning pathways, contributed to brand voice. Began publishing on UX Planet during this period.
Web builds, content production, and the kind of day-to-day digital work that teaches you what actually breaks at scale. Cert IV Web Development, Upskilled.
Before the web, there was the lab. A master's in skincare research is where the behavioural psychology obsession started. Evidence-based thinking, controlled variables, human behaviour — it all translated.
Building Namisan Matcha, taking on selected freelance work, and writing more.
Published work spanning content design, the future of work, and digital strategy — for industry platforms.