Meet the VIC Mentors
Sheridan Devereux

Sheridan Devereux

Sheridan Devereux

General Manager, HBK Agency

I have spent the last 15 years developing and managing integrated communications campaigns for some of Australia’s most loved and respected brands including Target, Specsavers, A2 Milk, Sorbent, Dulux and Cabot’s.

Whilst in my last semester of my Management and Marketing Communications degree at Monash, I scored a job as an Account Coordinator at HBK. There was no question that I wanted to forge a career in Advertising from that point on. After a few years at a big multinational, I returned to HBK where today I am the agency’s General Manager; responsible for all operations that allow for the formulation and delivery of strategic comms across all traditional and digital channels.

I am a strategic thinker and generous, collaborative leader who enjoys cultivating relationships, exceeding expectations and delivering real results, along with exceptional service to my clients.

I am a passionate advocate for sharing knowledge and developing team members across Account Service, Digital and Creative - and having a good time along the way! It’s in the management and mentoring of our team at HBK that I am continually learning and developing my leadership skills.

Career & Background

What inspired you to do what you are doing now?

As soon as I started my career in Advertising as an Account Coordinator, I knew that I wanted to run my own agency one day. The pace, variety, creativity, challenges, interactions – I loved it all.

Could you tell us a bit about your professional background and where you are headed in your career right now?

I have worked in both medium sized independent and large multinational agencies across a portfolio of clients from all industries and categories including; Retail, FMCG, Education, Health & Pharma for the likes of big name brands such as Target, Dulux, A2 Milk, Specsavers and Ansell (now Lifestyles Healthcare). I have also worked on countless smaller clients and brands helping start-ups with brand creation and positioning, as well as emerging brands, or brands at a stalemate wanting to increase their profile, be known for ‘something’, or reinvent themselves.

No matter the size of a client, their brand name, or the associated budget, I enjoy identifying the opportunity and building out a strategy that realises it for them.

As GM of HBK Agency, I am looking toward our next stage of growth and with that, developing myself into the best kind of leader I can be.


Your favourite food for thought


  • Brene Brown – Rising Strong & Dare to Lead
  • Richard Bolles – What Colour is your Paracute?
  • Eckhart Tolle – The Power of Now

Podcasts / Thought Leaders

  • Brene Brown
  • Mark Ritson
  • Seth Godin

What drives and inspires you

What are your core values?

  • Authenticity
  • Family
  • Humour

Who is your biggest inspiration and why?

My biggest source of inspiration at this point in my life are my two daughters; Edie & Everly. They represent the next generation of females whom I want to encourage, support and set an example for when it comes to blazing your own trail – and showing kindness along the way.

You as a Mentor

Why have you decided to become a mentor?

I feel passionately about being able to knowledge share and support a mentee within the industry.

What are the top 5 skills or qualities you bring to mentoring?

  • Compassionate
  • Knowledgeable
  • Nurturing
  • Optimistic
  • Supportive

Ready to apply?

The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.