Lucy is an award-winning Senior Creative and Copywriter with over 15 years of experience, having shaped campaigns at leading agencies across Sydney, Auckland, and Los Angeles.

Her work has been recognised at the Cannes Lions International Festival of Creativity, The Webby Awards, The Caples Awards, Effie Awards, The Radio Bureau, and more — a testament to her ability to combine bold ideas with measurable results.

Lucy has contributed to campaigns at agencies including M&C Saatchi, Colenso BBDO, Special Sydney, Cummins & Partners, Y&R Sydney, Host Havas, Daylight Creative, and Wave Agency.

Over the past seven years of freelance and full-time roles, she has delivered creative solutions across a diverse client mix — with a strong focus on retail and e-commerce, alongside B2B.

Retail: Liquid I.V., mycar, Kraft Heinz, Hej Hej Fashion, Budget Direct, CommBank, and more.
E-commerce: Big W, BWS, Red Balloon, Ziwi Pet Food, and more.
B2B: KPMG, Xero, Allianz, SparkNZ (New Zealand’s leading telco), and more.

With deep experience in omni-channel retail campaigns, e-commerce performance marketing, shopper engagement, and brand activations, Lucy knows how to connect with consumers at every touchpoint — from driving foot traffic and increasing basket size to creating digital experiences that convert.

Passionate about big ideas that deliver sharp commercial results, she thrives on through-the-line work that builds brand love while moving product.

In 2025, Lucy has been pioneering AI-driven campaign tools to engage audiences nationwide, including a tertiary education campaign with Mamamia — featuring online personality quizzes and astrology-based course matching as an innovative conversion portal.

From ChatGPT and Miro to SEO, Google Analytics, Adobe Creative Suite, Mailchimp, and Gemini, Lucy leverages smart tools and workflows to deliver bold, impactful campaigns with measurable retail outcomes.