Isabelle Debnam
Co-Founder of PEDRA Studio
I’ve always been a storyteller. Getting lost in my imagination as a child. Letting my pencils craft their own world as they touch the paper. I’ve read more books than I can count and it still won’t ever be enough. Over the last decade, I’ve honed my craft and creative passions by building brands and telling their stories. As Co-Founder of PEDRA Studio, a Meanjin-based motion design studio, I lead marketing, strategy and operations. Shaping not just how our work looks, but how it lands. Working with Y Schools Queensland, Red Ochre Republic, Yourtown, RACQ, and many other impact-driven brands has taught me that the best stories are written together. Outside the Studio I’m a mum, Pilates-lover, cat owner, bookworm, latte-drinker and co-host the Your Marketing Mates podcast.
Career & Background
What inspired you to do what you are doing now?
My husband and I founded PEDRA Studio as we are truly passionate about our craft, and identified an opportunity for more strategic and considered approach to product storytelling.
We always said we would launch our own studio one day and it’s an exciting journey.
Could you tell us a bit about your professional background and where you are headed in your career right now?
After studying a Double Business Degree in Marketing and Tourism Management, I started my career in Destination Marketing as an adventure travel blogger. Dipping my toes into the professional world of storytelling.
An opportunity then presented itself in a digital marketing agency. After originally being hired on a 2-week contract, I went on to work 8 years at the agency. This role exposed me to a range of marketing channels, cross-discipline projects, client industries and talented creatives. It was here that I discovered my passion for brand marketing and people leadership.
I then became one of the senior leaders in a global marketing team, in the EdTech space, responsible for the overall engagement, nurturing, acquisition, and retention for marketing across Australia, New Zealand, and North America. What I loved about this role was the B2C impact you could actually see and feel.
Fast forward to today, I am the Co-Founder of a Meanjin-based motion design studio. PEDRA Studio designs premium end-to-end product films for strategic tech brands. As idea-makers, dot-connectors and storytellers, we partner closely with brands to expand into new markets, redefine their positioning and accelerate growth.
Your favourite food for thought
Books
- The Measure by Nikki Erlick (I just devoured this thought-provoking book!)
- Romantasy – Fourth Wing, ACOTAR, Quicksilver…it’s a growing list
- The Win Without Pitching Manifesto by Blair Enns
Podcasts / Thought Leaders
- KICPOD with Steph Claire Smith & Laura Henshaw
- Shameless with Zara McDonald & Michelle Andrews
- Your Marketing Mates (*shameless plug* this podcast is by me and Liz Ballantyne)
What drives and inspires you
What are your core values?
- Authenticity
- Creativity
- Family
- Making a difference
- Respect
- Trust
- Wellbeing
Who is your biggest inspiration and why?
Since becoming a mother, my daughter inspires me daily. Her curiosity, creativity, playfulness and kindness are traits that I adore and try to emulate. My partner (in life and business) is an artist and finds inspiration everywhere. He reminds me of the beauty that’s all around us. I also wouldn’t be where I am today without the love and support of my friends and family.
Professionally, my biggest inspirations have often been women in leadership positions (and my fellow “work-wives”) who aren’t afraid to shake up the status quo and be their true, authentic selves.
You as a Mentor
Why have you decided to become a mentor?
Mentorship has always been something very close to my heart. I have experienced first-hand the powerful, long-lasting impact that a mentor can give you, at all stages of your life and career. Having someone to give you a fresh perspective and an unbiased ear goes a long way. I knew that if I was ever presented an opportunity to mentor or support someone, I would pay it forward.
For Liz and I, mentorship and sharing personal experiences was also a core motivator behind starting our podcast.
What are the top 5 skills or qualities you bring to mentoring?
- Asks powerful questions
- Collaborative
- Well-connected in the industry
- Empathic
- Willing to be vulnerable
Ready to apply?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.