Q: Can you tell us a little about yourself and The Measured Marketer?

I grew up in the Hunter region, studied at the University of Newcastle, and spent some incredible years living and working overseas. One of my most formative experiences was working in the UK for a highly successful businessman in property and development. I managed multiple real estate agency brands and helped launch new development projects across the globe.

When I returned home to Newcastle, I had the opportunity to work at The University of Newcastle, overseeing the university’s brand, driving student recruitment campaigns, and raising the profile of its world-class researchers and academics.

That experience ignited my passion for strategic marketing and ultimately led me to start my own business. Having grown up in a family business where I handled admin, accounts, and ISO accreditations while studying, I wasn’t daunted by entrepreneurship. However, I was determined to build a credible, research-driven consultancy that put digital at its core to demonstrate the tangible value of marketing in business growth.

Fast forward to today, and The Measured Marketer is celebrating its 9th anniversary on 10 March. I take great pride in working with industries that are shaping Australia’s future - manufacturing, energy, and defence. These sectors may not always be seen as ‘glamorous,’ but as we like to say, we bring the sparkle to heavy industry.

Q: Why do you think it’s important to celebrate International Women’s Day?

The statistic that really boggles my mind is that at the current rate of progress, it will take until 2158 - five generations from now - to reach full gender parity, according to the World Economic Forum.

Working in STEM-driven industries, I see firsthand the need - and in many cases, the desire - for greater female participation. But we’re up against centuries of unconscious (and sometimes conscious) bias that takes intentional action to dismantle.

International Women’s Day is an important reminder that change doesn’t just happen - It requires deliberate, ongoing effort at every level of business and society.

Q: What does this year’s theme, #AccelerateAction, mean to you as a leader and business owner?

As a female business owner running a regional professional services firm, I’m proud that 80% of my team is women, and many of the contractors and freelancers we work with are too. But that’s marketing, it’s a field where women are well-represented.

What’s more critical is ensuring that women are valued and have credibility in male-dominated sectors. For me, the ability to walk into a boardroom full of men and be taken seriously comes down to one thing: data and evidence. Facts don’t discriminate. They have given me the confidence to hold my own, drive strategic decisions, and create impact.

The bigger challenge, and opportunity, is ensuring women feel welcome in industries where they are still underrepresented. That means everything from ensuring women’s uniforms actually fit to providing adequate bathroom facilities in industrial settings. It sounds basic, but these fundamental elements are often overlooked.

I see organisations like HunterNet Career Connections doing a fantastic job supporting young female tradespeople as they enter these industries. We need more of that.

Q: Have you faced any challenges as a woman leading a business in industries like manufacturing, energy, or defence?

Challenges? Of course. But I don’t dwell on them.

I’ve built my career - and my business - on experience, expertise, and results. When you lead with strategy and evidence, it’s hard to be ignored. I don’t walk into a room expecting to be underestimated, and I think that mindset has served me well.

That said, I recognise that systemic barriers still exist for women in these industries. My role isn’t just about navigating those challenges for myself - it’s about helping more women step into leadership roles where they have the influence to drive real change.

Q: What’s one misconception about women in these sectors that you’d like to see change?

That women can’t thrive in industries like manufacturing, energy, and defence.

The reality is, diverse teams drive better business outcomes. Whether it’s innovation, decision-making, or financial performance, research consistently shows that businesses with diverse leadership outperform their competitors. Women don’t need to ‘prove’ their place in these sectors. They already belong. It’s up to businesses to ensure they are creating the right environments to attract, retain, and advance female talent.

As the Chair of the Hunter Manufacturing Awards board, I am working with the team to see how we can add a Women in Manufacturing award in 2025—to shine a light on the amazing things local women are achieving in our region. I find it exciting and incredibly inspirational to see the impact women are making in manufacturing, and I want to ensure their contributions are recognised and celebrated.

Q: What role does marketing play in shaping perceptions of gender equity in B2B industries?

I might be biased, but marketing is incredibly powerful in changing narratives, breaking stereotypes, and making industries more inclusive.

The way we position brands, choose imagery, and craft messaging influences how industries are perceived. If we only showcase men in leadership roles, on job sites, or in technical settings, we reinforce the idea that those industries aren’t for women.

B2B businesses need to consciously challenge outdated perceptions in their marketing,  whether that’s highlighting female engineers, featuring diverse leadership teams, or promoting inclusive workplace policies.

Perception drives reality. And marketing is where that perception begins.

Q: How do you see businesses in manufacturing, energy, and defence evolving to better support gender equity? Are there any standout examples?

I see incremental progress, but we need bigger leaps forward. Some standout examples include:

• RDA Hunter, the University of Newcastle, and local schools running Women in STEM programs that actively encourage young women to pursue careers in science, technology, engineering, and maths.

• HunterNet Career Connections, which not only supports female apprentices in trades but also takes real action. Every year on International Women’s Day, they host an event featuring three young, inspiring tradeswomen who share their stories with an audience of both men and women. This is such a powerful way to highlight the challenges women face in these industries - while also addressing practical, solvable issues.

• Companies implementing flexible work arrangements, making these industries more accessible for women balancing family responsibilities.

• Businesses prioritising diverse hiring, not just at entry levels but in leadership.

Real progress comes when diversity isn’t a ‘tick-the-box’ initiative - it’s embedded into business strategy.

Q: Are you taking any steps within The Measured Marketer to help improve equity for women?

Absolutely. Aside from having a predominantly female team, I actively mentor and support women in business and marketing, particularly those entering male-dominated sectors. We also ensure our marketing strategies help clients attract and retain diverse talent, knowing that inclusivity isn’t just good ethics, it’s good business.

Q: How can we encourage more women to pursue entrepreneurship or senior leadership roles?

Visibility and mentorship.

Women need to see other women in leadership and hear their stories. They also need practical mentorship, sponsorship, and networking opportunities to break into leadership roles. We can’t just say, “We need more women in leadership.” We need to actively support them in getting there.

Q: How can male colleagues and leaders support women in the industry?

• Listen. Understand the challenges women face without dismissing or downplaying them.

• Advocate. If you see bias - whether in hiring, promotion, or workplace culture - speak up.

• Be intentional. Actively create opportunities for women to lead and contribute.

Gender equity isn’t a women’s issue - it’s up to everyone to solve for the betterment of business and society.

Final thoughts: What’s the best career advice you’ve ever received?

“Lead with value. Let your work do the talking.”

If you can demonstrate real impact, everything else follows.