17 years across enterprise, agency, and the messy middle.
I've sat on every side of the digital marketing equation — brand-side at ANZ Bank, agency-side at OMD, and currently leading global digital performance for an enterprise. That's the lens I bring to every fractional engagement.
Most digital marketing problems aren't strategy problems. They're alignment problems. The brand side wants one thing, the agency wants another, the analytics team is missing context, the leadership team sees outputs but not outcomes. Money quietly leaks through the gaps.
Fractional digital direction exists to close those gaps — to bring senior, accountable ownership to the function without the cost of a full-time hire. After spending the early years of my career inside marketing teams that did this well (and several that didn't), I now do it for businesses that want the same outcome.
I work remotely from Perth with clients across Australia and New Zealand, and I keep my client list deliberately small.
Past brands and roles.
A career split roughly evenly between brand-side leadership, agency performance, and senior consulting.
Leading global digital performance for an enterprise
Full-time role; fractional engagements run alongside
ANZ Bank · Skills Group
Senior digital roles in performance, social, and CRM
OMD · PHD · Y&R
Performance media leadership across consumer and finance categories
Kathmandu · Spark · Latitude · GE Money · Holden NZ · Air New Zealand · AMP · OPSM
Project and consulting engagements over the past decade
A deliberate model, not a stopgap.
After 17 years inside enterprises and agencies, I noticed the same pattern repeating. Mid-market businesses — the ones doing $5M–$50M in revenue — were stuck in a gap. Too big for a junior marketer or a set-and-forget agency. Not yet big enough to justify a $200K+ CMO hire. So the marketing function either drifted without senior oversight, or an agency ran it with nobody internal holding them accountable.
Fractional solves that. You get a senior director who's done this at scale, for a fraction of the cost, on a structure that matches where you actually are. I chose this model deliberately because it's where I can create the most impact — and because the best marketing leadership doesn't require someone sitting in your office five days a week. It requires someone who's done it before and is accountable for the outcome.
What people who've worked with me say.
I had the pleasure of working alongside Dwain for the entire time he was at ANZ. He's been in the game long enough to have made the mistakes of the past but also stays right up-to-date on the now of digital advertising and leveraging social. To say we made big steps forward at ANZ with Dwain there would be an understatement.
An experienced digital marketer who is not only technically skilled but also understands the power and importance of creative within digital. Instrumental in progressing our social strategy. Has built valuable agency and media partner relationships over his career — testament to his character and reputation as a smart operator.
Dwain helped us out with specialist guidance and implementation on a new product launch. He's a star. Knowledgeable, friendly, patient and gets great results. 100% recommend.
Dwain ran the social media campaign for Season 1 of HyperCinema in Auckland. He's been a brilliant collaborator — friendly, clear, enthused, proactive — and has shown great results with over 770,000 TikTok views achieved.