Behind the Scenes at Social Star: My Story as Chief Strategy & Operations Officer

It’s funny how life has a way of coming full circle.

Fifteen years ago, fresh out of uni, I met Andrew. He became my mentor. Someone who showed me the ropes, created opportunities to learn and guided me with sound advice. Fast forward to a few years ago, I was on maternity leave, juggling a newborn and the chaos of early motherhood, when Andrew reached out.

“I’ve got this role,” he said. “I think you’d be perfect for it.”

I hadn’t planned on diving back into the deep end so soon, but something about it felt right. So I joined Social Star, part-time at first, helping keep the wheels turning as COO. My days were focussed on improving and optimising operations, processes, and making sure the business was running smoothly but also growing more effectively towards greater success behind the scenes.

But as time went on, I found myself leaning in more to use my skills in strategy, to big-picture thinking, to helping clients not just keep up, but thrive. That’s how I stepped into the role of Chief Strategy Officer recently. It wasn’t a title I chased; it was an evolution, born out of curiosity, problem-solving, and a deep love for helping businesses grow.

Driving Strategic Thinking with Innovation as a Mindset

I bring an extensive background in design, digital and Innovation, having spent my last 15 years working in agencies, corporates and Not-for-profits. From delivering national brand campaigns for Maybelline and Garnier, to delivering Innovation programs at Australia Post, to leading the digital experience transformation Beyond Blue - it all has one thing in common: How can we improve the overall experience for the customer?

I approach strategy in a highly collaborative way, where I love to bring clients into the heart of the problem solving process and co-design creative solutions together. These sessions aren’t about us presenting a deck; they’re about listening, asking the right questions, and co-creating solutions that align with our clients’ business goals.

I also love using visual repeatable frameworks as a means to approach, understand and organise complex structures of information into meaningful and impactful ideas. An example of this is utilising tools like a Customer Journey Map, Theory of Change Model or Business Model Canvas. These tools help us go from structured, to a flexible blueprint that helps our clients go from scattered ideas to clear, focused action.

That’s the heartbeat of my work at Social Star - bridging strategy with execution, creativity with structure, and innovation with impact.

My Leadership Style: It’s All About Empowerment

For me, leadership isn’t about titles, power, or having all the answers. It’s about seeing people for who they are, understanding what lights them up, and giving them the space and support to do their best work.

I don’t believe in micromanaging. I believe in trust. In creating an environment where everyone feels safe to speak up, to experiment, and even to fail, because that’s where the real learning happens.

At Social Star, we’ve built a culture where curiosity is celebrated, creativity is nurtured, and diversity of thought is essential. One of the ways we do this is through the “one-three-one” model: one problem, three potential solutions, one recommendation. It’s a simple but powerful tool. It teaches our team to think critically, problem-solve creatively, and take ownership of their ideas.

But culture is more than frameworks. It’s about the quiet moments too. The one-on-one conversations, the tough feedback delivered with kindness, the check-ins where we ask, “How are you really doing?” It’s about leading with empathy, especially in a fast-paced, high-pressure environment like ours.

I’ve learned that great leadership is a balancing act: knowing when to step in and when to step back, when to push for excellence and when to give grace. It’s about holding the vision and keeping us aligned, while leaving space for others to shine in their own way.

One of the most fulfilling parts of my role has been building the team we have today at Social Star.

When I stepped in, I didn’t just want to fill roles, I wanted to build a culture. A place where people felt genuinely excited to show up. A space where their talents were seen, their voices were heard, and their quirks were celebrated. And this team? They’re the reason Social Star is thriving.

What’s Next for Social Star

The future is exciting and big.

We’re expanding into Brisbane, launching new products and services, and giving our digital presence a major upgrade. Just like how we advise our clients, we’re now applying the same strategies and methodologies to grow the Social Star business; ensuring that we practice what we preach and hold ourselves to the same high standard.

It’s a lot, but I know we’ll get there because we’ve built a team that’s resilient, creative, and one that strives for the best in what we all do.

Life Beyond Work

Outside of work, life’s a beautiful chaos. I’m a mum to a two-year-old tornado, and my days are filled with chasing, cuddling, and occasionally collapsing on the couch. I’m also training for my first weightlifting competition post-baby, a personal challenge that reminds me I can still do hard things, even as a mum.

Travel’s on my mind too Malaysia, Brazil, maybe Japan or Europe. We’ll see where the next adventure takes us.

My Advice: Start Now

If there’s one thing I’ve learned, it’s this: just start. That idea sitting in the back of your head? That thing you’ve been meaning to do? Stop waiting for perfection. Take the first step, no matter how small, and the rest will follow.

Thanks for letting me share my story. If you ever want to chat about strategy, leadership, or just the messy, wonderful world of marketing, reach out. I’m always up for a conversation.