My career has followed an interesting trajectory. Media, strategy and technology. Radio sales. Agency leadership. Product launches. Multi-million dollar campaigns. Digital content, and voice AI at Amazon. But the work I actually remember was never about “good business”.

  • A voice experience called Last Seen, built with people who had lost their sight — each one describing a work of art from their visual memory, recorded so that blind people who had never seen it could experience it through their words. It won a Webby Award, which was genuinely wonderful.
  • An archive of WWI letters transformed into 3D audio so Australians could hear the voices of the fallen, not just read their words on a page.
  • A voice-activated programme developed in conjunction with the Australian Literacy and Numeracy Foundation, bringing language and story to kids in underserved communities, to enhance comprehension skills.
  • Research with Monash University on what happens to people with Parkinson’s or dementia when smart speakers and voice technology work together to increase agency and connection with the world.

I loved doing work like this, because the impact these initiatives can have on people’s lives outshines any business metric out there.

So I started Vooee

Right now, Vooee is a one-person practice. I work with small businesses in Australia: helping them understand what AI can genuinely do for them, building tools that take the repetitive work off their plate, and thinking through what responsible adoption looks like at their scale. No jargon, no theatre, no tools that impress in a demo and confuse people in practice.

Over time, I want Vooee to grow in the direction of the work I care about most: voice experiences built for people and communities who deserve more. That’s where the most important problems live, and it’s the work I’ve been quietly building toward for most of my career. But you earn the right to do that work. Right now I’m earning it by being genuinely useful to the people who are already in front of me.

Why now

I almost launched Vooee five years ago. I chose to go to Amazon instead, and spent the years that followed leading AI partnerships there. I am glad I did. But since that decision, generative AI has changed the equation in a way that makes this feel like exactly the right moment to build something.

The tools got dramatically better, faster, and more accessible — all at the same time. Things that used to need a developer, a serious budget, and a six-month project timeline can now be put together by one person with a clear head and an afternoon. That gap I had been watching for twenty years — between what technology can do and who it actually reaches — is now closeable in ways it simply wasn’t before.

The large organisations with technical teams and consultants on speed dial will figure AI out. Take the small business owner who is brilliant at their actual work, but spends two hours every night on admin that a well-configured AI tool could handle in minutes. That person does not need a strategy document. They need someone who can talk to them plainly, without jargon or hype, about what is actually possible for their situation.

And that’s the kind of impact that matters to me.