Louise Rathbone
Senior Industry Advisor & Marketing Consultant
With over 20 years of experience in strategic marketing and digital engagement, I have had the privilege of working with some of the most iconic brands in Australia, including Tabcorp, Westpac, and Qantas. As Regional Head of Marketing & Digital for Cathay Pacific in Southwest Pacific, I oversaw a broad commercial remit including brand reputation management, digital connectivity, corporate affairs and marketing communications strategy.
My passion lies in driving business impact through customer-centric strategies, collaboration, and building high-performance teams. I thrive in fast-paced environments and believe that continuous learning is the passport to the future.
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.
The journey has also been fuelled by my passion for storytelling and understanding consumer behaviour. I love delving into what makes people tick and creating compelling narratives that resonate with them. The evolving landscape of AI and technology presents an exciting frontier, and that's why I'm committed to continuous self-learning in these areas.
Ultimately, it's the combination of my love for creativity, data-driven strategies, and the desire to mentor the next generation of marketers that keeps me motivated and inspired in my career.
Career & Background
Could you tell us a bit about your professional background?
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 drives and inspires you
What are your core values?
- Authenticity
- Integrity
- Trust
Who is your biggest inspiration and why?
I have been privileged to work with some amazing people on my journey to date – many who have inspired me at different stages in my career, to keep going, aim higher, believe in myself – they know who they are, and I am very grateful for it.
But the one consistent, and my biggest inspiration has to be my father, who has had a profound impact on both my professional and personal life. He not only demonstrated exceptional leadership and strategic acumen in his own career, but also showed genuine care and investment in the growth and development of our family.
The way he navigated complex challenges taught me the importance of being resilient; staying composed and focused under pressure. He has, and continues to, always encourage open communication, diverse perspectives, and continuous learning, which has inspired me to carry forward these values in my own career.
Your favourite food for thought
Books
Everyone’s career journey is very personal, and therefore what resonates may differ, however these are three books I got value from along the way for different reasons (happy to share more when we meet!) :
- Simon Sinek – Start with Why & Leaders Eat Last
- Brené Brown – Dare to Lead
- Stephen C. Lundin – Fish!: A Proven Way to Boost Morale and Improve Results
Podcasts / Thought Leaders
I’m constantly switching up what I listen to, based on my personal or work priorities, my mood, and the time I have to listen. But right now, the top three on my list are:
- DOAC (Diary of a CEO)
Why it’s great: Hosted by Steven Bartlett, this podcast offers unfiltered conversations with some of the world’s most influential people, experts, and thinkers. It dives deep into their stories, uncovering untold truths and valuable insights that can inspire and guide you in your own career journey. - Untaught Essentials
Why it’s great: Jeremy Hunter hosts this podcast, which focuses on the essential life skills and wisdom that aren’t typically taught in school. Through engaging dialogues with thought leaders, it helps listeners gain clarity, make better decisions, and improve communication and interpersonal relationships. - Mi3
Why it’s great: The Mi3 podcast, hosted by Paul McIntyre, provides a weekly wrap of the must-know developments in marketing, media, agencies, and technology. It’s perfect for staying updated on industry trends and gaining insights from guest marketers who are in the know.
You as a Mentor
Why have you decided to become a mentor?
Looking back at the key moments that shaped my career, I’ve realised that the people supporting me made all the difference. Often, it was a few words of encouragement, advice that led me in a different direction, or simply having someone to confide in. I deeply value those human connections, both professionally and personally. That’s why becoming a mentor feels so rewarding. The chance to offer that kind of support and guidance to someone else, to be part of their journey, is incredibly motivating. It’s also an opportunity for me to learn from them as much as they learn from me. I see being able to positively impact someone’s career as a privilege.
What are the top skills or qualities you bring to mentoring?
- Empathic
- Great listener
- Non-judgemental
- Passionate
- Supportive
Ready to apply?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.