Twenty-five years in senior brand and marketing roles across the United Kingdom and Australia. Eight of those years in Australian mental health sector marketing and non-profit communications, working inside the kind of regulated, AHPRA-aware environment that physiotherapy operates in. Before that, large-organisation marketing in education and purpose-led sectors. Hands-on across the full modern marketing stack: positioning, content strategy, SEO and AI search, local search, CRM, email, websites, and analytics.At The Trusted Practice, Toby leads the strategic thinking. The foundation documents, the monthly action plans, the senior judgement on where a practice should be heading and why. He writes on the topics that matter most to Australian physiotherapy practice owners right now: practice growth strategy, the shift to AI-first search, AHPRA-compliant marketing, and the business of running a practice well.He is particularly interested in how AI is empowering small healthcare practices to operate at the same level of authority, presence and patient trust as much larger organisations. The Trusted Practice was built on that thesis.

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Toby holds a Diploma in Business Management and a Diploma in Graphic Design. He is based in Rowville, Victoria, Australia.