About

AI-native growth leader. Fifteen years across marketing, product and operations. Performance Lead at ButcherCrowd. Brisbane.

Brisbane-based growth leader who builds the systems he runs. Fifteen years across marketing, product and operations; currently Performance Lead at ButcherCrowd, scaling paid acquisition for Australia’s subscription meat delivery brand.

The work is growth with the tooling built in: a 5,000-ad Meta account run as a creative testing system, agents that handle attribution, reporting and landing pages, and the go-to-market calls that sit on top. Before ButcherCrowd: Nesta from concept to live market in three months, Queensland Music Festival doubling first-weekend sales, and the Great Barrier Reef Foundation’s audience from 2,000 to 2,000,000.

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How this actually works

One person cannot do the work of a department. One person directing a fleet of AI agents can. This is the operating model behind every engagement, and behind this website.

Your business The work: marketing, operations, software, brand

The operator Dom — strategy, taste, the call on what ships Every judgement call is human. Nothing reaches you or your customers unreviewed.

The agent fleet Persistent AI agents with real jobs Drafting, testing, reporting, document work. Volume at machine speed, logged and auditable.

The craft layer Elite fractional creatives Designers, writers, filmmakers, brought in for the moments that demand human hands.

What you get from this shape: senior judgement with department-scale throughput, without agency overhead. What you never get: juniors learning on your budget, or AI output nobody checked.

The proof is the thing you are using. This site, its voice agent, its automation and its content pipeline are all run on exactly this model.

Career

Where the decade went.

Role	Company	The work	Years
Performance Lead	ButcherCrowd	Scaling paid acquisition for Australia’s subscription meat delivery brand. A 5,000-ad Meta account run as a creative testing system, with the landing page engine and attribution tooling built alongside it.	2026–
Director	Three Month Rule	The operating systems modern businesses run on. Brand and go-to-market, custom AI software, lead engines, internal automation, and the content programs that feed them.	2019–26
Founding Head of Growth	Nesta Builder Brokers	Built Nesta from concept to live market in 3 months. Brand, website, go-to-market, full demand system. Consistent build-ready pipeline in a fragmented, trust-sensitive market.	2025
Head of Marketing	Queensland Music Festival	30% improvement in marketing ROI within the first 2 months. 2x YOY sales in the first on-sale weekend. Built a new interactive analytics and reporting dashboard.	—
Senior Digital Manager	Great Barrier Reef Foundation	Data-led digital strategy, website development, SEO/SEM, paid social, content strategy. Reporting to executive and board. Audience grew from 2,000 to 2,000,000.	2018–24