I was born in London in 1975, I studied Business and Commerce at the University of West of England, specializing in Marketing.
Having applied for various marketing graduate roles, I was offered two positions, one with Jaguar, the other with Reckitt Benckiser, I accepted the offer from Reckitt and moved to the glamorous northern UK city of Hull, where I bought my first house and car… But after just twelve months, I sold everything to take up the opportunity to move with my boyfriend to Sydney, Australia and haven’t looked back since.
Following two years at SC Johnson where I worked as a Brand Manager on household cleaning brands, including Pledge, Mr. Muscle and Windex, I moved to Conair for more autonomy and less travel, as marketing manager responsible for electrical appliance brands, Conair and Vidal Sassoon. I launched 49 new products in my first year alone and a whole new category of eight kitchen appliances!
I had several business ideas and with valuable marketing and business experience under my belt, I took the plunge in March 2004 to start my own company, LaRoo (my name and the Aussie icon, Roo!).
Mocks mobile phone socks by LaRoo Pty Ltd are a modern phenomenon. From humble beginnings in Sydney’s Northern Beaches four years ago, LaRoo has now sold almost a million Mocks worldwide via its website and through over 2000 Mocks stockists (“Mockists”) in Australia, 190 in New Zealand and over 2000 in the UK.
The idea for Mocks came during a trip to Thailand when I saw women selling a similar product from street stalls. I decided to develop higher quality product with designs more suited to the Australian market.
In 2008 LaRoo won the NSW Telstra Business Awards in the Micro-business category, plus I was a finalist in the Telstra Young Businesswoman Award. Previous awards include:
- LaRoo was listed on the 2008 BRW Top 100 Fast Start-ups
- Winner of the MBA Scholarship as part of the Sydney Business Woman of the Year Awards 2006
- Finalist in the Telstra Business Woman of the Year Awards 2005
- Winner of The Australian Business Women’s Network New Business Award 2005
Brand New Day is my first book. I was inspired to write it after setting up my business. I saw what other business women (as well as myself) went through in starting and running a business, and wanted to write an honest account of my first four years in business, my aim to help others understand that everyone goes through similar trials and tribulations!
I also am a brand expert for SmartCompany’s website, why not ask me a question on the site? Plus I am a regular Twitterer…
In January 2010 I started a new business called Social Rabbit. Social Rabbit helps businesses engage their customers through and achieve business goals through social media. In August 2012 I sold Social Rabbit to move back to the UK and start afresh!
In February 2011 I launched Steps – based on all the workshops I ran for Social Rabbit clients I realised that there was a real need for online training that was simple and easy to understand. Steps offers training for Facebook pages and LinkedIn at an affordable price that is easy to understand whatever your social media knowledge! As of November 2011 I am no longer involved in Steps.
Finally it was a sad day but at 31st December 2011 I shut the doors on the Mocks business. Before you ask I did try to sell it, but just couldn’t find a buyer due to issues with the UK distributor and a declining Australian market. But on a positive note I have learnt so much and am ready to tackle another venture
Now living in the UK I have started a singles events business called MeetChat, to put a different spin on dating, make it more mainstream, fun and relaxed.