In its third year, NSW is taking Assisterhood by storm with mentors in design, client service, strategy, tech, media, production, recruitment and more.
Each of our mentors has forged their own unique path to career success, and each understands the power and value they can provide both professionally and personally.
Without further ado, here’s your NSW mentor line up…
Mehnaaz Ahmed
Senior Brand Strategist at uberbrand
Branding strategist by workday, mom of two girls by life and inspired by other great humans daily. Been on both sides of the fence both working for global corporate FMCG client, both big creative agencies and small branding agency, worked across most industries and loved it all. Experience working across APAC & EMEA regions. Originally from South Africa Cape Town.
Extremely passionate about the creative and branding industry and amazing people in it! I've been blessed to have many great mentors and inspirational leaders through my work and life journey and ready to share and be the ear and smile people may need.
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Lisa Aitken
Brand Growth Consultant
An accomplished executive brand strategy director with 20+ yrs experience growing influential & iconic brands in UK, Europe, US & Australia; with a proven track record in developing brands that make an impact, connect with people & create value for clients.
Demonstrated success in identifying brand-led pathways for business growth & transformation, brand portfolio optimisation & equity maximisation. Proven ability in defining clear & actionable brand blueprints that guide the creation of meaningful products, services & experiences; differentiated branding, marketing & communication; and compelling narratives that embed the brand in the hearts, minds & actions of an organisation.
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Rebecca Chan
Marketing Manager at The Arnott's Group
Rebecca is an accomplished marketing leader and brand lead for one of Australia’s most iconic brands, Tim Tam. In her current role, she leads a cross-functional team to deliver commercially driven business outcomes with direct input and ownership across profit&loss, strategic planning, communications and expansion opportunities.
Her innovative approach has catalysed three consecutive years of growth for Tim Tam, capturing increased market share, attracting new consumers, and pioneering unique product occasions—most notably, a Tim Tam perfume, Gluten Free Tim Tam and premium Deluxe range. Rebecca's leadership style is characterised by her ability to inspire and cultivate passion within her teams, aiming not just for results but for excellence in how those results are achieved.
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Andie Crawford
Managing Director at alt/shift/
I have 20 years of big brand consumer PR experience. Started my career in London in the '90s working in entertainment PR and then moved to Australia 11 years ago. I am a mum to three beautiful daughters and one gorgeous Kelpie boy.
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Ryan Goldsworthy
General Manager of Practices at GroupM Nexus
I'm a super-connector with a knack for seeing the complete picture. I live for big projects, for innovation, and get a kick from delivering stellar results. I love leading people through empowerment; my team are my drive.
I'm an at-home DJ, a Wikipedia contributor, a mentor and a Street Librarian.
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Samantha (Sam) Heckendorf
Head of Brand at Tourism Australia
In short, ex agency person who landed my dream job selling Australia to the world.
By day, I’m an experienced integrated marketer with a proven track record of delivering end-to-end effective, award winning brand communications for some of Australia's most iconic brands.
My experience spans multiple sectors including Travel, Telco, FMCG, Alcoholic Beverages & Financial Services for clients such as Tourism Western Australia, Qantas, Expedia, MLA, Commbank and Telstra.
By night, I’m a mum to twin 5 year old boys.
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Caroline Hugall
Chief Strategy Officer at Spark Foundry
Caroline Hugall is the Chief Strategy Officer at Spark Foundry, leading the agency’s strategic vision and driving innovative, data-driven solutions for clients. With over 20 years of experience across brand strategy, media, and communications, Caroline has held leadership roles at IAG, Mondelez International, Ogilvy & Mather, and Naked Communications. An advocate for women in media, communications and the arts, she is also the Founder of How Did She Get There and a Guest Lecturer at NYU Stern School of Business. Caroline’s expertise spans global markets, and she is dedicated to shaping the future of media and marketing.
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Niall Hughes
Sydney Business Director at Thrive PR
Winner of Professional of the Year (Silver) in the PRIA’s Golden Target Awards, Niall has over 15 years of experience in PR and communications spanning the UK and Australia.
Niall is driven by his desire to create an inclusive industry and has spoken at the shEqual SH!FT panel on the representation of women in marketing creative, and has also pioneered a new disability employment scheme within his current organisation.
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Zoe Keck
Corporate Accountant at Canva
Zoe is a Chartered Accountant & Photographer with a unique blend of experience across the Tech, Finance and Creative industries. She thrives at the intersection of strategy and creativity and is breaking down traditional career stereotypes through a diverse portfolio career.
Beyond her corporate and creative pursuits, Zoe is deeply committed to helping others navigate challenges, build confidence and achieve their career and business goals. She is driven by making meaningful connections and providing guidance to unlock new opportunities through leveraging strategy, personal branding and creative storytelling.
Zoe also enjoys spending time soaking up the sun at the beach, exploring new creative outlets and prioritising health and wellness."
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Ingrid Kool-Clarke
Partner & Creative Director at Lippincott
Ingrid, a partner at Lippincott in Sydney, strengths are translating brand strategy into design direction, maintaining brand cohesion, developing brand systems, and advancing digital brands. Before Lippincott, Ingrid founded With You, a successful brand studio focused on transformative change. Notable achievements include award-winning rebrands for global giants eBay Ads and Index Exchange. Ingrid's work has been featured worldwide, from Cannes to Singapore. Her innovative approach to problem-solving pushes boundaries and drives forward-thinking solutions.
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Feryx Lim
Creative Copywriter at Paper Moose
Feryx is kinda like that girl from Mean Girls who wishes that she could bake a cake filled with rainbows and smiles and everyone would eat and be happy. Mostly because she never wants anyone to feel like they don't even go here.
Passionate about diversity, equality and inclusion, she strives to instil a sense of belonging amongst young womxn in the creative industry. Feryx is currently knee deep in her second career as a Creative Copywriter after having worked as a Content Producer and Strategist for many years.
Storytelling has been a constant love in her profession and she's proud to be able to continue taking great ideas from keyboard to the world.
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Theresa Lord
Client Partner at EssenceMediaCom
With over 15 years of marketing and advertising experience, across client and agency sides, I've had the opportunity to work with some incredible brands, across diverse sectors and industries, including tourism, finance and government.
I'm currently working as Client Partner at EssenceMediacom. And outside of work, you'll find me hiking (mainly solo), mountain biking and yoga.
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Maddie Marovino
Director of Client Experience at Hello
I'm a marketer with a passion for building brands a fanbase through creativity and community. I've been in the industry for 15 years - either working in marketing roles at tech startups or in agency land. The two have a lot in common - fast pace, many hats, work hard and play hard. I started off in the social space as a community manager, then social strategist into an integrated role at a Global agency where I spent four years working across creative, social, media and influencer on everything from pets, pharmaceuticals and grapefruit (yes, grapefruit) to McDonald's and Harley Davidson.
Today, I'm the Director of Client Experience and 3IC at Hello, an integrated agency where we design brand experiences for the digital era. I sit on the Executive Leadership Team as the only woman (for now) and also lead the Uber/Eats account for the last 5 years. My goal to become the GM of the business where I can have a greater sphere of influence on client partnerships and the next generation of marketers in our industry.
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Maddie Marsh
Client Partner at Meta
Passionate about brands and creativity delivering commercial results, Maddie has step-changed businesses through a relentless push for growth and possibility.
She spent 17 years driving growth through world class effective and award-winning ideas across a broad range of businesses in Australia, Europe and the UK at creative agencies such as Leo Burnett and Clemenger BBDO.
Curious about the future of our industry and keen to build her tech, commercial and innovation experience Maddie has spent the past 2.5 years as a Client Partner in Financial Services at Meta. She loves the fast pace, high performance culture of Meta which feels like a natural home for her infectious energy and provides endless opportunities to think about the box-solving problems using creativity in all its forms.
She is beyond delighted to have taken part in the inaugural program of NSW Assisterhood and believes first and foremost that our industry is about and fuelled by extraordinary people.
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Tamara McCann
Head of Lead Generation, GCS at Google
Tamara spent nearly 20 years leading some of the world's best brands at creative agencies. Then for the past 3 years she's been applying those strategic and creative skills to accelerate growth for one of the best innovation companies in the world.
Her teams and clients would call out her infectious energy, drive for results, and passion. Tamara is a leader of people and thrives off nurturing current and ex team members to be at their rockstar best.
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Ash Myburgh
Senior Creative/Art Director
TL;DR - I'm a visual storyteller, I like ideas and I like learning from other people. Somehow I convinced people to pay me to do that for a living.
I'm Ash and I am a Senior Creative and Visual Communicator living and working in Sydney. I moonlight as a podcaster and full-time wrestling fan.
I have worked in the advertising industry for nearly a decade and I specialise in creative problem solving, with a particular interest in the intersection of brand storytelling, innovation and human behaviour. Essentially, I like understanding why humans do what they do and enjoy finding cool ways to put brands at the centre of that.
I host a mental health podcast, Paved with Gold, where I highlight the power of lived experience, something that I value in my personal and professional life.
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Emily Qureshi
Client Partner at Meta
I’m Emily Qureshi, a marketing and partnerships leader with 11 years of experience working across media, technology, and marketing strategy. My career started in creative agencies in Los Angeles before I moved to Australia to work in media and tech, partnering with brands like P&G, PepsiCo, Amazon, and LVMH.
As a Client Partner at Meta, I specialize in solving complex challenges, helping brands embrace innovation, and driving real business growth. Throughout my career, I’ve worked across agencies, media, and tech, giving me a unique perspective on how to build meaningful partnerships, adapt to change, and grow a career in a fast-moving industry. I'm so excited to be a mentor in Assisterhood!
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Louise Rathbone
Senior Industry Advisor & Marketing Consultant
I started my career in London and have spent the last decade in Australia, working both agency and client-side. My journey has taken me through various industries, including aviation, retail, entertainment, and finance. Right now, I'm focused on self-learning and education in all things AI, while also serving as a senior industry advisor and commercial marketing consultant. My goal is to stay at the forefront of technological advancements and continue to drive innovation in the marketing landscape.
What really inspires me is the potential to drive change and innovation. Having had the opportunity to work with iconic brands and lead transformative projects, I've seen firsthand how strategic marketing can elevate a brand and make a significant impact. The dynamic nature of marketing and digital connectivity keeps me excited, as there's always something new to learn and explore.
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Roma Singhal
Founder & Strategy Partner at Brandself
I'm the Founder & Strategy Partner at Brandself. I'm a seasoned Brand, Design & Digital Strategist with over 15 years of experience in blue-chip marketing and advertising organisations. Affectionately known as The Smiling Strategist, I've successfully navigated the global, AUNZ, and APAC markets, delivering exceptional results across various categories.
I've had the honor of being selected as a first-round judge for the EFFIE Awards in Australia. I was also one of four female leaders in Australia chosen for the hipages Group’s Empower Women Leadership Program in recognition of my efforts in breaking down societal barriers.
To showcase my expertise, I'm a Strategy Teacher at the esteemed Miami Ad School and a Mentor at UNSW.
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Hannah Sturrock
National Head of Engagement at Ad Council Australia
A bigger canvas – working almost as a pseudo 'management consultant' to the advertising industry – allows Hannah to zoom out from the day-to-day and work on long-term industry sustainability. Helping to author legacy initiatives like Create Space while building her own profile and brand gives Hannah autonomy and purpose, while also allowing her to support and connect people across the industry.
Having worked with disruptive and challenger brands, startups and social enterprises, Hannah offers genuine insight, direction and inspiration by asking better questions, re-framing propositions, synthesising diverse perspectives, and translating vision and ambition into stories that empower and connect, internally and externally.
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Bronwyn van der Merwe
Service Practice Lead AUNZ at Accenture Song
Bronwyn's mission in her role is to work across the Australia and New Zealand business in facilitating purpose-driven growth for clients across the offerings of Product Innovation, Marketing, Commerce, and Customer Sales and Service.
She has had the honour of being a jury member for various design awards including Women in Digital, Cannes Lion, D&AD and the Good Design Awards – always an incredible source of inspiration and jolt of creativity.
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Lea Walker
Founder at Mrs Walker
For over twenty years, Lea has been lucky enough to have worked for and partnered with some of the most respected individuals and creative organisations in Australia, London and the US.
She started Mrs Walker after leaving her role as Director of Recruitment for Wieden + Kennedy. The goal was to offer independent and bespoke Talent Consultation in Recruitment and Talent Operations to Agencies and Marketers around the world.
She has worked with the likes of Mother, BBH, BBDO, TBWA, Google, Special Group and Grey to name a few, on roles across all levels and disciplines, as well as Marketing leadership and in house agency roles for global brands. Her clients have so far extended to 17 cities around the world over the last 5 years of business.
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Christine Watts
Client Director, APAC at DEPT®
Hello, I'm Christine. I’m currently a Client Director at DEPT in Sydney. I'm proud to have built my career at some of the worlds best agencies, from Wunderman Sydney and New York (where I was promoted five times in eight years), to DDB and 303 MullenLowe in Australia. I've had the opportunity to nurture and grow some of the worlds most incredible, iconic, global brands; including Coca-Cola, Microsoft, Westpac, Citi, Schick, Campari Group, Pernod Ricard Global and Vodafone.
I thrive on crafting integrated brand experiences that resonate deeply with consumers. I find joy in mentoring the next generation of talent, fostering a culture of empathy and support."
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Renata (Nata) Yannoulis
Senior Strategist at TBWA/Australia
Renata’s career has spanned PR, content, social-digital management, brand and strategy disciplines. She is currently a Senior Strategist across the TBWASydney group. She has led the strategic thinking across education, FMCG, retail, tech and fashion categories.
In 2021, Renata became a founding member of the ACA Diversity and Inclusion Committee, where she played a pivotal role in rolling out the Create Space brand, research and findings.
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