About Me

Systems thinker. Soil advocate.
Collaborator for purpose-led change.

Strategist. Soil advocate. Connector. I build systems that work and champion the ground beneath our feet.

Let’s Connect See my Journey
Systems Thinker Soil Health Advocate Podcaster & Speaker Regenerative Collaborator
My Story

From Curiosity to Soil, Systems and Meaningful Change.

I started my first web agency at 15. What began as curiosity about how the internet works turned into a career spanning global digital agencies, marketing systems, and helping businesses cut through chaos to find clarity.

As General Manager at WME — one of the world’s leading digital agencies — I learned how to build systems that scale, teams that thrive, and strategies that actually deliver. But somewhere along the way, something else was growing.

A backyard veggie patch became an obsession with soil health. That obsession became a podcast — Secrets of the Soil. The podcast became a community. And the community became a mission: to connect the people rebuilding our food systems with the digital tools they need to succeed.

Today, I work at the intersection of soil wisdom, human systems and real life. I help regenerative agriculture brands grow their reach, I advise founders on systems that stick, and I speak on stages about why the ground beneath our feet matters more than any algorithm ever will.

The Journey

Projects I’ve loved working on.

2025
Seriously Good Design
In 2025, SoilConnect merged with Seriously Good Design — a leading Melbourne digital agency. I joined as Director & Client Success Manager, bringing the soil-driven mission into a bigger arena. Simon and the crew at SGD share a vision for ethical, purpose-driven work, so it was a natural fit. We combined forces to build meaningful websites and campaigns for businesses that actually care about the planet. That chapter is now complete and I’m looking for what’s next.
2023
SoilConnect
In 2023, I pulled all my passions together and founded SoilConnect — a digital marketing agency for earth-caring businesses. This is where Regen Ray truly came to life. I helped organic farms, sustainability startups and eco-driven companies grow their reach and impact through smart marketing. It felt like coming full circle: from teenage web designer to purpose-driven agency founder.
2022
MetaTrees NFT
In 2022, I experimented at the crossroads of regeneration and blockchain. We aimed to use NFTs to fund real tree-planting and sustainable farming — a quirky mix of digital art and dirt-under-the-fingernails activism. The project taught me heaps about Web3 communities and how tech and ecology can intersect. Even NFTs can have heart.
2021
Secrets of the Soil Podcast
While at Farming Secrets, I launched Secrets of the Soil — a podcast that unearths how regenerative agriculture and healthy soil can help save the planet. As host (they call me “Regen Ray”), I dig into lively conversations with farmers, scientists and change-makers. Every episode ended with: “Get outside, get your hands dirty and keep digging deeper into the wonderful world of soil. ”While at Farming Secrets, I launched Secrets of the Soil — a podcast that unearths how regenerative agriculture and healthy soil can help save the planet. As host (they call me “Regen Ray”), I dig into lively conversations with farmers, scientists and change-makers. Every episode ended with: “Get outside, get your hands dirty and keep digging deeper into the wonderful world of soil.”
2020
Farming Secrets & Soil Learning Centre
I dove headfirst into regenerative agriculture by joining Farming Secrets — an Aussie educational platform for sustainable farming. I helped spearhead their Soil Learning Centre, creating online courses and content to teach farmers and gardeners how to work with nature. From hosting webinars to building a thriving online community of soil enthusiasts, this was purpose with a capital P.
2019
Stay Sharp Consulting
Time to be my own boss. I started Stay Sharp Group Consulting — hanging up my shingle as an independent digital strategist. I helped businesses sharpen their marketing and systems, acting as a freelance CMO and problem-solver. This chapter reaffirmed I could make a real difference one client at a time. And it’s where I first met Farming Secrets — which sparked everything that followed.
2017
WP Elevation
I joined WP Elevation (now Agency Mavericks) as Marketing Manager and coach — helping WordPress consultants and agency owners level up. Many hats: running campaigns, hosting webinars, coaching members, building a live-streaming studio. My mantra was “sharing knowledge grows it” — the more I helped our community thrive, the more I grew too.
2016
Razor Sharp Show
My mate Matt and I launched the Razor Sharp Show — a podcast born from curiosity about business and personal growth, way before podcasting was cool. It grew into one of Australia’s notable business podcasts. Every week, chatting with entrepreneurs and thought leaders — essentially free mentoring disguised as interviews. That’s where I fell in love with the mic.
2015
General Assembly Instructor
I became an instructor at General Assembly, leading workshops and bootcamps on digital marketing and growth hacking. I always remember the nerves before a presentation — and the excitement when everyone connected with it. Teaching sharpens your own skills like nothing else, and I discovered I genuinely love being in front of a crowd.
2014
Coffee Buddy App
Fuelled by a love of coffee and connecting people, I co-founded Coffee Buddy — an app to bring coffee lovers into cafes and give owners loyalty data. We solved the problem we thought the market needed, not what they actually wanted. Big lesson: build with people, not for them. The friendships forged over those brainstorming sessions (and endless flat whites) were worth everything.
2013
The Bee Hive
I co-founded The Bee Hive — a co-sharing workspace for entrepreneurs “doing buzziness”. We converted an empty office into a hive for small business owners to connect and cross-pollinate ideas. We were too early: co-working wasn’t a thing yet. We had to walk away from the lease and got stuck with a furniture lease for five years after. A hard lesson, but a formative one.
2012–2016
WME – Web Marketing Experts
I joined WME as an Account Manager and rose to General Manager before 30 — at one of Australia’s top digital agencies. Leading big teams taught me a ton about people and process: hiring, mentoring, steering a company at full sprint. We broke some records and grew WME into a global player. Culture eats strategy for breakfast — and a bit of fun goes a long way.
EARLY 20s
Long Life Lighting
My first real startup after uni. We hustled to bring long-lasting LED lighting to homes and businesses before the incandescent bulb had even been banned. We were genuinely ahead of the curve — and being one of the first online LED web shops outside eBay gave us a real edge on competitors.
AGE 16
Rapid Web Design
Still in high school, I launched RWD — my first web design venture, running a tiny digital agency from my bedroom. I even set up a 1300 number, because obviously that’s the most important thing for a new business. By 2008, I merged RWD into a larger agency, Kudos Digital. Learning to negotiate deals before I could legally vote set the foundation for everything.
AGE 15
KFC — My First Leadership Lab
At 15, KFC became one of the best training grounds of my life. I learned how large teams tick, how powerful franchise systems are — and I started caring more about KPIs than school grades. When I got sick of the clunky DOS-based rostering system, I built a better version in Excel and rolled it out across the area. Even in a big system, initiative speaks louder than permission.
AGE 15–17
Millennium Dreamer & Young Australian
At 15, I found myself on a plane to Disneyland after receiving a Millennium Dreamers Award. A year later, I was named Whittlesea Young Australian of the Year at 17. It felt surreal — and pretty damn cool — to be celebrated just for following my passion. What was that passion? To help people. Solve problems. Get things done.
Two Worlds, One Mission

What I Bring To The Table.

Digital Strategy

My digital background helps me turn ideas into systems, stories and platforms — but the work I’m drawn to is using these tools to support people reconnecting with soil, food and community.

  • Marketing automation & CRM systems
  • Website strategy & development
  • Growth systems that scale
  • Digital consulting for purpose-driven brands

Soil & Regeneration

Amplifying the voices fighting for healthier land through digital platforms and storytelling.

  • Host of Secrets of the Soil podcast
  • Regenerative farming community building
  • Digital platforms for agriculture
  • Soil health education & advocacy
Both Worlds Share One Principle: Healthy Systems Grow From The Ground Up. ????
What Drives Me

Core Values.

These aren’t corporate values on a wall. They’re how I show up — every conversation, every project, every day.

People First

Strategy is nothing without relationships. I lead with trust, listen deeply, and build connections that last longer than any campaign.

Stay Sharp

Always be learning. Whether it’s a new platform, a soil science paper, or a conversation with a farmer — curiosity is the foundation of everything I do.

Think Regeneratively

Build things that give back more than they take. In business, in agriculture, in life — systems should nourish, not just extract.

How I’m Wired

Know My Blueprint.

Understanding what drives me helps you understand how I work — and why it works.

MBTI

ENFJ

The Protagonist

Personable, responsive, and curious. People gravitate towards warmth, trust, and genuine insight. Empathetic to the core — I relate to people, understand their problems fully, then come back with resourceful, creative solutions.

Empathetic Visionary Expressive Loyal
Kolbe A

3-2-8-7

The Innovator-Protector

Wired to simplify, innovate, adapt, and protect. I see the bigger picture, thrive on interruptions, defy the odds, and build sturdy foundations to support any project or idea.

Simplify Innovate Adapt Protect
Enneagram

Type 2

The Helper

Driven by a genuine desire to support others and make a difference. Generous, warm, and people-oriented — relationships aren’t just important, they’re everything.

Generous People-First Supportive Warm
By The Numbers

A Quick Snapshot.

Years in Digital
Podcast Episodes
Brands Supported
Mission: Healthy Soil
Let’s Connect

Ready to build something
that lasts?

Whether it’s a business system or a soil project, let’s start a conversation that leads somewhere real.

Book a Consultation