As Head of Design at Hogarth, I led the creative delivery for Dan Murphy’s across monthly digital catalogues, cover photoshoots, in-store POS, and large-format hoarding. Managing a dedicated team of four designers and a copywriter, I oversaw art direction and design quality, ensuring every asset aligned with brand standards while reinforcing Dan Murphy’s position as a leader in affordable, quality liquor.

Following two years on the account, a partial automation solution was introduced for catalogue production, transforming the delivery process. I led the implementation of this new workflow across the design team, ensuring a seamless transition while maintaining creative quality and consistency. The new approach reduced production costs by 30% and improved speed to market by 25%, giving the client valuable additional time to refine pricing closer to publication. By balancing operational efficiency with high creative standards, I helped strengthen the client relationship and support a more commercially agile delivery model.