Steve has 29 years experience in retail advertising. He started his career heading up the Pick 'n Pay Western Cape team at Y&R-Hedley Byrne. He then became one of the founding members of Y&R Retail.

In 1984 he left South Africa to gain experience overseas and worked for companies such as Ted Bates, Grey, and Saatchi & Saatchi London and New York, where he grew brands such as Nissan, Ford, Johnson & Johnson and P&G.

Steve co-foundered Zoom Advertising in 1998.