About Me!

I’m excited to have joined the dynamic team at Black Type in Hong Kong as Head of Strategy – Sales. In this role, I’m building on Black Type’s strong reputation for delivering top-quality Australian wines and beers to the region. I’m proud to contribute to a company known for its bold vision and exceptional client results.

Earlier this year, I wrapped up a rewarding 10-year journey with Northeast Wines & Spirits, where I served as General Manager. During my tenure:

• We focused on portfolio optimisation, leading to the creation of a Premium Spirits division.
• In 2021, I led a successful merger with High Spirits, resulting in a full rebrand and major operational restructuring.
• We transitioned to third-party logistics and moved into new offices, setting the stage for future growth.

Before that, I helped RockBare Wines expand across Asia and took on a pivotal role at Global Wine Cellar, where I rebranded the company from Saveurs International to prepare for expansion into mainland China. This period deepened my expertise in fine wines and sake.

My career began in media as a TV commercial producer, copywriter, and on-air presenter. At the same time, I worked as a bartender, which opened doors to managing bars and restaurants across Greece, Oxford, and London by the age of 24.

Returning to Australia, I joined the family business, Aslin Hi-Fi, as a Director, leading the sales team during the rise of home theatre and multi-room installations. This passion led me to found Lifestyle by Aslins in 2003, delivering custom electronic solutions for residential and commercial clients.