What’s one skill you think every marketer will need in the next 5 years?
The ability to master the art of audience engagement—finding the right people and speaking to them in ways that truly resonate—is going to be absolutely essential. In my world, our audience is incredibly niche, and that’s reshaping how we approach everything. Social and search are evolving at lightning speed, and with attention spans shrinking and AI accelerating campaign cycles, marketers will need to be sharper, faster, and more creative than ever. It’s not just about messaging anymore—it’s about precision, agility and emotional connection.
Where do you draw the line between human creativity and AI efficiency?
AI is revolutionizing how we work—it’s like having a supercharged assistant that helps us move faster and smarter. These very answers were refined with AI, and it’s remarkable how quickly it can elevate your thoughts when guided well. But here’s the thing: AI can’t yet replicate the human spark—the emotional intelligence, the intuition, the ability to truly feel what will connect with an audience. That’s where human creativity shines. Insight, empathy and storytelling still belong to us and that’s where the magic happens.
What makes your market or region unique from a marketing standpoint?
Australia and New Zealand are vibrant, digitally connected markets where storytelling and social engagement are incredibly effective. But with my responsibilities recently expanding into China and India, my understanding has broadened. These regions are mobile-first, with vast populations and deeply rooted cultural nuances. Reaching our narrow audience there requires a whole new level of strategy—and sometimes, the unexpected works best. In one recent campaign, traditional direct mail outperformed email and social by a mile. Why? Because in a sea of hundreds of daily emails or SMS, a physical piece of mail stands out. It’s a reminder that sometimes, what’s old can be new again—and that’s the kind of insight that keeps marketing exciting.
What excites you most about the future of marketing at Caterpillar?
The transformation has been incredible. When I started, marketing was a support function—now it’s a strategic powerhouse driving growth, engagement, and loyalty. We’ve evolved from a brand and engineering-led approach to one where marketing leads the charge in connecting with future Cat owners. The momentum is real, and the impact is growing. Being part of this journey—where marketing is not just valued but vital—is genuinely thrilling.
Favourite Cat machine and why?
I’ve got to go with the Cat Compact Track Loader family. These machines are sleek, fast, and incredibly versatile—built to tackle just about anything across the industries we serve. And let’s talk comfort: riding in one is like being in a high-performance cockpit. I could spend all day in one of those. They’re the perfect blend of form, function, and finesse. What’s not to love?