Brand Strategist.


On what she does


I am a brand strategist. This means different things to different people, but the way I like to think of my role is to help brands and businesses get better at connecting with people in a more authentic and valuable way. 


I'm also a mother of two little kids. Crazy little buggers who have taught me more about life than 5 years of uni and a decade of work could ever do! 


Do you remember what you wanted to do with your life when you were a teenager?


I think I wanted to save the world! I had huge dreams of being a foreign correspondent, or a human rights lawyer. Certainly glad I didn't follow those career paths! 

What was the best career/life advice you’ve ever been given?


I was once told by a life coach that my mantra needed to be "I am patient". I hated this advice at the time as I thought my impatience was a sign of my hunger for success. But in hindsight, being patient allows you to make more considered decisions. 


Which part of your job or life gives you the most satisfaction.

I love it when I get the balance right between my family and my job. 

What I have learnt is that without one, the other suffers. Before I had kids, work consumed me too much and I got too caught up in the politics. On the other hand, when I have been a full time mum, I get so overwhelmed at the full time parenting that I kind of suck at it. Having a few days at work a week actually makes me a MUCH better mother, as I genuinely want to do craft and build blocks and make muffins rather than thinking of that as a chore.   


If you have worked with any recent grads. What skills do you believe recent university graduates are lacking (if any) today and what strengths do they bring?


They lack the initiative. I think they fear failure too much, but need to be prepared to fail fast and learn. 


What one piece of advice would you give to your 15 year old self or younger generations still at school today?

I tell my little sister to CHILL. Year 12 feels like it's so huge and critical, but that's just what the unis want you to believe. Two years out of school you can do whatever you want, so if you stuff up your ATAR, it's really not the end of the line. 


Did you have any jobs as a teenager?


Many many jobs! I worked as a deli girl, a florist, a receptionist, a paralegal, a babysitter, being a bar girl (once I was 18)  


What do you believe social media is a force for good or evil and are you a regular user? 

Good and evil. 

Good, in that it creates communities where none would exist before. 

Evil when people ignite those communities to do bad things. 


Yep, I use it, not as much as I use to. I have to for work, we use it to research people's values and attitudes (yes big brother is watching). Personally, though I'm actually finding it more and more boring as I get older and prefer longer form content with more thinking behind it. 

How do you believe schools of universities might be changed to be more relevant or effective?

They need to teach kids how to think, not what to think. They need to work on brain training, encouraging divergent creative thinking skills, resilience, turbo charging thinking speed, attention and memory. 

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