From Music to Marketing: My Journey to Creative Director at Notch Creative
If you’d told me a few years ago that I’d be running my own creative agency, I probably would’ve laughed. Not because I didn’t think I had it in me, but because the path that led me here wasn’t exactly traditional - it was more a mix of creativity, timing, and saying yes to the right opportunities (even when I had no idea what I was doing at the time).
I’ve always been a creative person. Music was my first love, and for years, I poured my energy into writing, performing, and promoting my own gigs. That last part - designing posters, building hype on social media, crafting a “brand” without even realising it - ended up being the foundation for what I do now.
In 2020, I decided to make things official and studied Events Management. We all know how that year went. Suddenly, the events industry wasn’t exactly thriving, and I found myself pivoting to the only job available: an Events and Marketing Assistant role. Turns out, it was more marketing than events - and I was hooked.
That job led me deeper into creative marketing, and I started applying what I was learning to my own music. The more I experimented, the more I realised I had a knack for it. Eventually, I landed a content creator role at a marketing firm in Taranaki, NZ, which was a game-changer. I loved the work, the strategy, the storytelling - all of it.
Then came a three-month backpacking trip across Europe, which was equal parts incredible and financially draining. By the time my bank account was looking dangerously low, I picked up some freelance branding and content work to keep things ticking over. Word spread, clients kept coming, and before I knew it, I was running a full-time creative business. Fast forward to today, and Notch Creative has grown into a small but powerful agency with a team that brings ideas to life for brands that want to stand out.
What Drives Me?
There’s something incredibly rewarding about helping small businesses find their voice online. Seeing a client go from struggling with their digital presence to hearing them say, “I just got sales from your post!” never gets old. I know first hand how overwhelming marketing can feel when you’re running a business, and I love making it easier, more effective, and most importantly, exciting for my clients.
The Work I Love Most
For me, the best projects are the ones that allow for real creativity. Food photography is a personal favourite (not just because of the perks when the shoot wraps up). But more than anything, I love working on branding and content that tells a story, something that makes people stop scrolling and pay attention.
How I Work
I run on lists. If it’s not written down, it doesn’t exist. While I love a creative brainstorm, I also love a structured plan to make things happen. And when things get overwhelming? A long run helps me reset and come back with a fresh perspective.
A Few Fun Facts
I studied A Cappella in LA for five years, which was basically a real-life Pitch Perfect experience.
I’m forever loyal to iced coffee, no matter the season.
My dream project? Content Creation for a boutique hotel/bnb overseas—because I'll take any excuse to mix work with travel. Flights on the company card - yes pleaaaase!!
If I could design anything for the world, it’d be a teleportation device—because seeing family more than once every two years would be nice.
Looking Ahead…
Notch Creative started as a way for me to turn my creative skills into a career, but it’s grown into something much bigger a team, a business, and a space where brands come to elevate their digital presence. We’re a small agency, and that’s our strength. Unlike big agencies where clients can feel like just another project, we’re hands-on, invested, and genuinely care about the brands we work with. When a client succeeds, we celebrate that win with them. It’s a relationship, not just a service. If you're looking for a creative partner who genuinely cares about your brand, knows how to tell a story, and brings strategy to the creative process, let's talk.
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