MEET THE MAESTRO: Fractional Expert Australia

Andrew- CX, Digital & Content Strategy

At Maestro, we know there’s more to life than work. In fact, it’s the experiences, relationships and pursuits we have outside of work that can often give us an edge in what we do each day. We are kicking off an interview series called “Meet the Maestro” where we interview our Maestros and get an insight to who they really are and what makes them tick - beyond the CV.

Over his impressive career, Andrew has honed a relentless curiosity and drive to uncover the real story. That instinct to push past the surface and get to the crux of a problem, continues to define his work today in Strategy, CX and Service Design. Whether it’s understanding the hopes and fears of a customer or tackling complex business challenges, Andrew won’t let go until there’s a clear resolution and a way forward. With over a decade of experience, Andrew partners with clients across industries, from finance and automotive to government, travel, telecommunications, and entertainment, to design, deliver and scale content and customer experiences.  At his core, Andrew combines journalistic tenacity with a user-first mindset, ensuring that every solution is practical, usable and impactful. He thrives in helping organisations navigate complexity and create meaningful experiences for their customers.‍

1. Tell us about a career highlight to date…‍

Two experiences come to mind.

Building the Content Strategy Team for Publicis Sapient SEA was a brilliant experience. We grew to 12 highly talented Content Strategists serving multiple markets across FMCG, FS, Retail, Pharma and Luxury and was the domain that was consistently the most billable across the agency.

Redefining and building the new retail experience for Rakuten Mobile in Japan. This was a highly complex, multi-stream program to modernise Rakuten’s mobile phone contract onboarding process. Through deep user research, shop-a-longs, brand archetype building, content and channel strategy and building a pilot store to test our hypotheses with new digital devices, we were able to bring down the time to serve from 3 hours to 37 minutes.

2. Talk us through an unusual career choice you’ve made along the way…‍

Hmmm. I only call this unusual because I don’t think a lot of people feel they have the agency to do it. A few years ago, I was running an account that was chaotic, devoid of solid written briefs, proper feedback and causing immense stress for me and my team. Instead of drowning and letting it get the better of me, I went to my boss and the head of HR and simply told them I will not work this way anymore and require 2 weeks off to reassess and recalibrate.

I’m a firm believer in that if something doesn’t break, it will never be fixed. 

3. When you were little, what did you want to be when you grew up?‍

Embarrassingly, a Broadway actor. Instead, now my friends, family and colleagues simply must put up with my endless dramatics.‍

4. What are your passions outside of work and how do you make time for them?‍

I guess I’m a bookworm. I love my Kindle. Also, I’m moving back to Australia in 3 months and swimming in the ocean will be my utmost priority. ‍

5. If you could instantly master any skill or hobby, what would it be and why?‍

Singing. See Question 4. I was a boy soprano until I hit puberty and everything went to shit.‍

6. What’s a personal value or belief that guides the way you live your life?‍

Good manners. The simplicity of saying please, thank you, I appreciate you etc. is unfortunately a dwindling quality in people. Hand in hand with this is kindness. Dealing with people with empathy makes for so much better interactions and a positive mood. Why people’s first port of call is antagonism and showmanship are beyond me.‍

7. What’s a challenge you’ve overcome outside of work that shaped you?‍

For decades I have suffered from severe anxiety and panic. Living with this and trying to overcome it gives you a real insight into other people’s feelings and problems, as you delve deeply in to your own. Meditation and focusing on what matters has really shaped me and the way I deal with others. I am much softer and kinder now, than I was in my 20s and 30s.‍

8. What do you think your job will look like in 10 years time? ‍

Gosh, do I care? I will hopefully be retired by then.‍

9. If you could travel anywhere in the world tomorrow, where would you go and what would you do?‍

Salina in the Aeolian Islands. My Nonno/grandfather was abandoned there in the town square, adopted by nuns and eventually emigrated to Australia. It’s one of the most beautiful places in the world and somewhere I feel comfortable exhibiting my Italian traits – shouting, gesticulating, exaggerating etc. ☺. All I would do there is eat, sleep, swim and drink.

10. What does success look like to you?

A peaceful life by the ocean with my partner. Knowing I’ve had an impact on and mentored those younger than me, really makes me happy. Philanthropy. Volunteering. Rescuing dogs.