Sydney-based, finance-trained, AI-first.

How I work

I was trained in commerce at UNSW, with a distinction in finance. That background shows up in how I approach marketing — I treat a campaign the way a treasurer treats a P&L. What's the return on this week's work? What's the cost to acquire? Where is the compounding part, and where is the part we're just renting?

For the last two years my work has leaned hard on AI. Not as a gimmick, but because the production economics changed. A video explainer that would have cost five figures to make now costs a few dollars and a prompt. A personalised quiz with real interpretation — that used to require a human to write every variant — now sits inside a Make.com flow that runs on its own. The leverage is real, and most B2B teams still haven't picked it up.

Recent history

I spent nine months in-house at Excelerate Consulting in Sydney as their Marketing Analyst, from January to October 2025. I scaled their LinkedIn to 60,000 weekly impressions (a twenty-fold lift), pushed AI-generated promo videos to +70% view-through, authored and gated an ebook funnel, and built an AI-powered quiz funnel that routed qualified leads into tailored outreach — all stitched together with Make.com and custom WordPress.

Since then I've been working on Yuan Packaging — a 40-year-old packaging manufacturer based in Huai'an, Jiangsu. It's my partner's family business, and we're building out the international brand: English-first site, export-ready messaging, trust signals for overseas buyers, outbound to distributors and trade shows. Different market, different problem shape, same underlying question — how do you make something that's real become legible to people who've never heard of it?

Topics I write about

The resources on this site are a working library, not a content farm. I write about the parts of search and growth I'm shipping against in real client work — and the framework behind why those moves earn the result.

• E-E-A-T explained — Experience, Expertise, Authoritativeness, and Trust as Google's quality raters apply them. ~9 min read.
• YMYL: Your Money or Your Life — when Google raises the bar, and what changes for finance, health, and legal content. ~7 min read.
• Schema & rich snippets — copy-paste JSON-LD for Organization, Person, Article, WebSite, and BreadcrumbList. ~11 min read.

If you want the broader index, the resources library is here.

Heritage & languages

I grew up Indonesian-Chinese. I work primarily in English, but Bahasa Indonesia and a working amount of Mandarin show up often — especially with the Yuan Packaging team. Living across languages changes how you think about copy. What's clear in one register can be opaque in another. That instinct has been useful lately.

Outside of work

Carefree and outgoing in person, serious and attentive when the work is on. The two halves keep each other honest — the carefree side stops me from over-tightening; the serious side stops the carefree side from shipping something half-baked.

What I actually enjoy doing: building and shipping things, automating the dull parts, and learning whatever I need to learn next. There's a particular feeling when a Make.com scenario you wrote at midnight quietly runs every morning without you — that's the feeling I chase. Most of my best work has come from following that thread on a weekend.

Food matters to me. I'm a Japanese-food obsessive — sushi and shabu-shabu are the two I'll happily eat any night of the week. If you've got a recommendation in Sydney I haven't tried, send it.

And I travel a lot, mostly through China and Southeast Asia. The Yuan Packaging work has pulled me deeper into the country than I expected — recent stops below. The /now page has the full current list.

What I'm looking for

I'm open to two shapes of work right now. The first is client projects — in-flight overseas expansion, AI-powered funnels, analytics rebuilds. The second is full-time Marketing Analyst or Growth roles, Sydney-based or remote within AU / APAC, where the work is part strategy, part building, part measurement.

If that sounds like a fit, say hello.