Keynote: How to Align Your Marketing Strategy with Buyer Behaviour Presented by Green Hat |
| Stuart Jaffray Stuart has spent 30 years developing his marketing craft in client and agency side organisations. He worked in CRM agencies in London, Sydney and Melbourne before moving to BMW Australia where he spent 10 years including three as their GM Marketing. Stuart then joined leading Australian media agency, Starcom. Since 2021, Stuart has led specialist B2B marketing agency Green Hat. His passion is building and leading teams to deliver innovative creative marketing solutions that deliver a commercial impact for Green Hat’s clients. Conference: Brisbane and Melbourne |
| Malte Weyhe
Having spent the last 15 years working in B2B marketing, Malte has extensive client-side experience in global marketing roles including field marketing and ABM/X. For 10+ years he has had a variety of executive marketing roles at Korn Ferry in the HR/people consulting sector.​ He understands the art and science of marketing intangible solutions and is passionate about helping clients realise their ABM/X aspirations. Conference: Sydney |
Session 1: Leadership and Team Resilience: Fostering a Resilient Workforce |
| Jacqui Jordan Jacqui has worked in various senior strategic executive roles over the last 20 years, specialising in corporate and customer strategy and business model innovation. It was the experience of learning how to adapt and thrive in these complex and dynamic environments that led Jacqui to begin studying and practising as a coach in 2012. Jacqui works with future focused leaders who are passionate advocates for positive and purposeful change within their organisations. In recent years, she has worked with individuals and teams across a variety of industries including, pharmaceuticals, insurance, banking, telecommunications, professional services, energy and utilities, aged care, and education. Jacqui’s coaching practice is complemented by her work as Strategy Consultant and Board Advisor in two different emerging companies that both deliver positive and purposeful B2B Artificial Intelligence solutions. Her areas of interest and experience include user-based design, strategic innovation, business model innovation, decision making and organisational complexity. Jacqui’s coaching approach is influenced by her career in strategy and design, complemented by her knowledge and application of leadership and coaching tools and frameworks. Conference: Brisbane |
| Ricky Nowak
Ricky Nowak is a versatile speaker, facilitator, and MC with over 30 years of experience working with high-performance individuals, teams, and businesses. Specialising in leadership development, she delivers keynotes, masterclasses, and executive coaching, helping clients enhance their leadership effectiveness and commercial results. Known as "The Communication Catalyst," Ricky empowers organisations to connect authentically with stakeholders and staff. Her extensive corporate experience across APAC and EMEA regions has improved leadership capabilities, staff retention, and productivity for numerous clients, including Pinsent Masons Lawyers, DLA Piper, NAB, ANZ, KPMG, HLB Mann Judd and Medibank. A Certified Speaking Professional (CSP) and Executive Coach, Ricky contributes to business media, has authored four leadership books, and produces leadership webinars. She also engages in valued voluntary work with organisations such as Rotary Melbourne and Very Special Kids, while holding certifications in Stakeholder Centered Coaching and various leadership assessment tools. Conference: Melbourne |
| Rochelle Tognetti Rochelle Tognetti is an accomplished marketing leader and the first female Chief Marketing Officer (CMO) at Deloitte Australia. Since joining Deloitte in 2008 and becoming a Partner in 2019, she has been instrumental in elevating the firm’s brand and market presence. Promoted to CMO in 2020, Rochelle previously served as the Chief Operating Officer for the Marketing, Communications, and Business Development function and held the position of Marketing Director. Before her transition into professional services, she specialised in digital marketing within the B2C sectors of the wine and travel industries in Australia and the UK. As CMO, Rochelle led a team of around 250 professionals, driving Deloitte Australia's go-to-market strategy and enhancing the brand by leveraging the firm’s capabilities to deliver exceptional client experiences. With extensive experience across consumer and business-to-business markets, she is passionate about building world-class marketing functions. Her innovative and impactful strategies have garnered numerous accolades, including recognition on the 2023 B&T CMO Long List. Beyond her professional accomplishments, Rochelle is a meditation teacher, a casual academic at Sydney University Business School, and a trainer at the Australian Marketing Institute. She is also deeply interested in the intersection of neuroscience and business. Currently on sabbatical to pursue a Master’s degree in Neuroscience, she is exploring how insights from this field can inform and enhance marketing, business strategy, and leadership. Conference: Sydney |
Session 2: Global Insights and Trends in Professional Services |
| Magdalena Suder Conference: Brisbane
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| Rachel Sandford Rachel is a Global Senior Strategic Account Leader and brings extensive international and domestic experience across business development within professional services. She currently leads two of Ashurst's most complex global clients and plays a pivotal role within the Australian Client Growth and Innovation team. Rachel has led client relationships, practice and sector strategies for magic circle firms (including time spent living/working in Hong Kong) as well as Domestic mid-tier firms, providing her with unique experiences in a variety of operating environments. Conference: Brisbane |
| Tennille Roache Tennille has worked in marketing for professional service organizations for over 20 years in various roles, including event management, digital communications, and operations. For the last 12 years, she has focused specifically on CRM, working with business development executives to align the database to business planning, key account programs, and marketing strategies. Tennille also specializes in repositioning misunderstood (or failed) systems by reviewing the configuration and building a change management project to position the tool successfully with business development teams and partnerships. At LexisNexis, she primarily works with law firms to help align client development and to go to market strategies with their CRM technology to streamline processes so all business and client intelligence engagement data can be combined to successfully report client growth, value-add, and return on investment. Conference: Brisbane |
| Elizabeth De Silva Elizabeth is a strategic business development, marketing and client management specialist. She has gained significant expertise over the last 16 years working with firms across a variety of industries, including Engineering, Architectural & Design, Legal and Finance – working with a range of stakeholders across America, Europe, Australia and the Asia-Pacific region.
Her experience to date spans a range of business development and marketing roles, all of which have included a focus on developing and leading client feedback programs, managing key client programs, client and sector business planning, brand management, PR and marketing communication and pursuit and proposal management. Conference: Brisbane |
| Angella Clarke-Jervois Angella is a Professional Certified Coach (PCC) and an enabler of positive organisational change through consulting, executive coaching, development programs or facilitation. She works with individuals and teams to achieve the results they want to see both on-site and in distributed locations. As a talent business partner, Angella works with leaders to enable strategy and implement changes that create positive experiences for people, clients and businesses. As an executive coach and mentor, she works with individuals to build insight and awareness to achieve their goals. In 25 years she has worked with amazing people in mature and emerging markets, in professional services, technology and health services and vendor + client-side recruiting. Conference: Brisbane |
| Priyanka Nadkarni
Priyanka is a commercially driven and sales-focused Marketing Director with 18+ years of experience in Financial Services marketing - specialising in Fintech, Web3 (inc Crypto) and B2B across Asia Pacific. As the Founder of Window Seat Consulting, she helps B2B brands navigate digital marketing transformation, and build teams that have a growth marketing mindset, with revenue generation and long-term brand value at the core.
With 12+ years of experience working in Singapore in regional and global roles, she has worked for, or consulted to marketing leaders at Westpac, ANZ, Experian, Standard Chartered, Allied World, Reuters Plus, First Abu Dhabi Bank, TZ APAC (Tezos), Blockbank, bolttech and more. Conference: Melbourne and Sydney Role: Facilitator |
 | Darren Milo Darren is a MBA qualified, professional services executive, with a deep understanding of the legal industry having 20+ years’ experience across Australia, UK, Europe and Asia working with Herbert Smith Freehills (HSF), and in his own consultancy. Across the last three years, Darren has taken on the Executive Director responsibilities for one of Australia’s leading commercial and public law barrister set – List A Barristers. Conference: Melbourne |
 | Katie Bennett-Stenton Katie’s passion is empowering individuals and organisations to think beyond the status quo to grow their businesses and build technology-enabled communities, by driving creative vision from strategy to execution. Katie’s passion is empowering individuals and organisations to think beyond the status quo to grow their businesses and build technology-enabled communities, by driving creative vision from strategy to execution. Katie thrives in complex local and international organisations and her background spans UK, USA and Australia. Conference: Melbourne |
| Graham Seldon
Graham Seldon was the founder of Australia’s first professional services marketing recruitment business in 2000, which became Seldon Gill and is now Seldon Rosser. As a passionate advocate for the sector, in particular for education and skills training, he was an early Board Member for APSMA (now ICON) and has been working with professional service firm leaders for two decades, helping them develop and resource their marketing, communications and BD/Sales functions. Many of you will be listeners of his career focused podcast Deep CV Diving – where he interviews professional services CMO’s on their career journeys – to uncover insights that are useful for people at all stages in their career. Being at the forefront of change and being in regular conversations with those who make change happen – he is expertly placed to facilitate today’s session. Conference: Melbourne Role: Panelist |
| Chele Dore A transformative business development leader and trusted adviser with 30 years’ experience across a broad range of industries including professional services, IT consulting, telecommunications, and not-for-profit. Recognised for my experience and passion in developing highs performing teams, nationally and globally, and driving change programmes, my leadership delivers a differentiating client experience and growth for dynamic organisations. Chele’s current role of Chief Client Officer entails managing 180 staff members in 22 countries across functional areas of Business Development; Client Growth & Pursuits; Brand & Marketing. Chele holds the degrees of MBA, Master of Business Administration from University of New England, and Bachelor of Arts, English and History from UNSW Sydney. Conference: Sydney |
| Luke Wilson With close to two decades of professional experience spanning the legal, accounting and consulting segments of the professional services industry, Luke brings incredible depth of capability and awareness of how to grow successful client-facing businesses in the sophisticated B2B sector. Luke joined Peerpoint in June 2021 as interim Head of Australia, a role he has undertaken twice in his time with Peerpoint. He is presently leading Peerpoint’s high-growth Middle East business, which has a two pronged focus: to amplify Peerpoint's market presence and to leverage the global panel of consultants to meet client needs, effectively broadening the scope of opportunities emanating from the Middle East. His role is crucial in shaping the future trajectory of the business in this dynamic region. Luke's professional acumen is not just limited to his technical skills, which encompass client and business development, business management, marketing, and fostering strategic partnerships. At his core, Luke is driven by an unwavering passion for cultivating new business ventures and forging partnerships that are the engines of revenue growth and portfolio diversification. He thrives on collaborating with clients to devise innovative solutions that not only meet their needs but also empower lawyers to venture into career paths previously unimagined. Before joining Peerpoint, Luke led business development for the consumer products and retail sector at Deloitte Australia. His strategic initiatives were pivotal in propelling growth and enhancing the firm's service offerings. Luke's impressive track record also includes significant stints at leading national and global law firms such as Clayton Utz, Corrs Chambers Westgarth, and Baker McKenzie, where he honed his skills and shaped his approach to business excellence. Conference: Sydney Role: Panelist |
| Candace McCready Candace is the Director of Markets & Growth for Ashurst, where she leads the firm's go-to-market strategy for the Australian region. Candace is a globally experienced senior leader in business development and operational strategy. With 18+ years of experience in the legal sector, Candace has a proven track record of driving revenue growth, client engagement, and market expansion. Candace has extensive international experience and has held senior positions in the United States, United Kingdom and Australia. Conference: Sydney Role: Panelist |
Session 3: Mastering Influence and Embracing Change |
| Katie Rosser Katie Rosser is the Director and Co-Founder of Seldon Rosser, a leading search and recruitment firm specialising in placing Business Development, Marketing & Communications experts into professional services firms. With a deep understanding of the sector and a well-established network, Katie is experienced in supporting BDMC professionals in making strategic careers moves, and, in advising BDMC leaders on attracting the right talent to drive firm growth, enhance client relationships and elevate market profiles. Seldon Rosser are long-standing supporters of ICON APAC and value the community and continual learning provided by the conference. Conference: Brisbane, Melbourne and Sydney |
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| Jason Milton Jason has over 25 years’ experience working across all the different professional services firms, advisory, management construction consultants and law, in the UK and Europe, Australia and Asia Pacific. He has worked with firms including, Linklaters, Herbert Smith Freehills, Turner & Townsend, Mayer Brown and Grant Thornton. Jason has extensive experience across the full marketing mix as well as business development, having had responsibility for business lines, sectors, and account management for numerous clients across a variety of different sectors, including energy, financial services, real estate and the public sector. In his previous role Jason led the Queensland Market for Deloitte, identifying and pursuing opportunities to help reach and exceed revenue targets. He is currently the Olympics and Paralympics Lead, looking for opportunities with Brisbane 2032 as well as leveraging Deloitte TOP Partnership in Australia. In addition, he is the Asia Pacific Sports Lead, building their sports business. Jason is a Chartered Marketeer and a Fellow of the Chartered Institute of Marketing. He is the Company Secretary on the ICON Board and well as on the Gold Coast Committee of Queensland Gives. Conference: Brisbane |
| Renee Bidwell With over two decades of experience in business development, marketing, and client strategy, Renee is a seasoned professional with a deep understanding of professional services, particularly in the Australian legal sector. Her passion lies in leading high performing teams to connects the dots, meet clients' needs and drive growth. Influencing and navigating change has been a hallmark of Renee’s career – be it change management across a firm, within a team or within self, Renee has experienced it all. She is an advocate for how individuals can lean in and support themselves through the change process. Conference: Brisbane |
| Suneiah Cullen An award-winning strategic advisor and an empathetic, experienced leader, Suneiah has a proven track record in navigating complexity to realise transformation and growth. As Director of Clients & Growth at Aurecon, she harnesses her expertise in business development, design thinking and strategy design, to realise shared value and shared success. A passion for intersecting strategy with story; and innovation with design; and problem with possibility has come from embracing role changes within and across organisations. This includes Principal Advisor for Transformation - Energy, where she led strategic choices and initiatives focused on scaling Aurecon’s energy, sustainability, and climate change business growth; Global Design to Innovate Lead and Winning by Design Lead, APAC. Prior to Aurecon, she headed up Public Private Partnerships, business strategy and media-advisory for construction, law and investment firms. Her diverse background, beginning as a journalist, producer and editor at the ABC, sees Suneiah engaging diverse audiences through story, shaping transformative strategies through design, to deliver alignment and activation to outcomes. Conference: Brisbane |
 | Amber O'Meara Amber is Head of Innovation at MinterEllison. She works across the firm bringing purpose, people, tech and non tech innovations together to help increase the firm’s productivity and enhance client experience and the firm’s people value proposition. Amber started her career in law as a marketing graduate and has had senior roles in client relationship management, marketing and communications before moving into innovation where she has been a part of award winning teams bringing to life initiatives that increase digital fluency and build sustainable, innovative cultures. Conference: Melbourne |
| Richard Kohinga During his 17 years with KPMG, he worked in over 20 countries with some of the firm’s most innovative marketing and business development professionals. This included change management projects like rebuilding pursuit functions, rolling out new sales methodologies and enhancing customer and opportunity management systems. Richard also worked with KPMG clients as a management consultant helping to enhance customer experience and client engagement. More recently, Richard was a legal transformation advisor with Plexus and Axiom Law. He helped clients implement legal automation and smarter approaches to resourcing. Richard is now running his own advisory business, where he enjoys helping inhouse legal teams implement the changes that can transform functions. Conference: Melbourne |
| Natalie Truong Natalie is the Chief Marketing Officer – EY Oceania. Natalie is responsible for the strategic delivery of marketing capabilities across Australia, New Zealand, PNG & Fiji; driving demand generation, revenue growth and client centric partnerships, as well as positioning the EY brand prominently across the region. Natalie has experience across B2C and B2B in a variety of industries including Professional Services, Financial Services, Superannuation and Telecommunications; in Australia, New Zealand and Asia. She has held senior marketing and commercial roles in leading organisations such as Mercer, ANZ Banking Group, Bank of Melbourne (Westpac), IOOF and CPA Australia. Natalie is on the Board of Pride Cup. Natalie holds an Executive MBA and a Bachelor of Commerce. Conference: Melbourne |
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| Emma Zadow Emma brings over 20 years’ experience in professional services across Australia and internationally. Having led business development and legal technology functions at top-tier law firms, Emma's expertise culminated in her role as CEO of a boutique firm. Currently, Emma serves as a Non-Executive Director at Morrison Low Holdings, an Australasian management consulting firm. She also provides strategic consulting through her practice, Argute Advisory. Emma is a graduate of the Australian Institute of Company Directors' Company Directors Course and has recently completed a Diploma in Environmental, Social, and Governance (ESG) practices. Emma’s professional journey has been driven by a commitment to people—ensuring exceptional client experiences and fostering motivated, high-performing teams. She is energised by driving change, achieving growth, and guiding clients and teams through transformative journeys. Conference: Sydney |
 | David Lizzio David's career spans local and global businesses, B2B, professional and financial services, and consulting across a range of sectors. He currently leads the marketing, communications, brand, digital CX and mar-tech functions at law firm Allens, and prior to that was Head of Brand & Communications and led digital transformation initiatives at MinterEllison. Conference: Sydney |
| Jacqueline Butler Jacqueline is an accomplished CFO with a wealth of experience in ASX CFO roles spanning over 13 years. She started her career in audit with Arthur Andersen in London and has since honed her financial expertise across multiple countries, including UK, Latvia and Australia, primarily in the healthcare, resources and professional services sectors. Notably, Jacqueline has led two private companies through successful IPOs, resulting in ASX listings. Most recently, as the former Global CFO of Next Science, she led the financial, governance and cultural transformation that propelled the company from being a small domestic founder-led entity to an ASX International Corporatised Group. Currently, as the COO of Nexia Sydney, Jacqueline oversees the HR, IT, Finance, Front of House, and Marketing/Business Development divisions. Six months into her role at this Sydney based mid-tier accounting practice, she is committed to applying her CFO experiences to foster data-driven decision-making and streamline operational processes. Jacqueline’s strategic approach is further enhanced by her dedication to relationship building, a cornerstone that she believes is fundamental to both personal and corporate success. Conference: Sydney |
Session 4: Crafting Compelling Content |
| Grant Butler Grant is one of Australia’s leading corporate writers and editors. He’s the founder of the business writing firm Editor Group, a former journalist with The Australian Financial Review and the author of Think Write Grow (Wiley), a book about writing thought leadership material and using it to grow professional firms and other businesses. He’s also a long-time ICON member who previously created and edited a regular magazine (PSF Journal) for our members. Grant spends most of his days crafting blogs, reports, social posts, speeches, media releases, corporate narratives and more for CEOs, marketing teams and others at the world’s leading professional firms, tech companies, financial services groups and a range of government agencies. So, he understands just how challenging content can be! Conference: Brisbane, Melbourne and Sydney |
| Sonia Cahill Sonia is a proactive and results-driven strategic communication and engagement professional with 20 years’ experience spanning the public and private sectors. She has successfully delivered a range of programs from highly complex and sensitive issues management strategies through to grassroots community engagement, driving tangible change for a diverse range of stakeholders. Conference: Brisbane |
| Peter Hionis Peter is a Marketing leader with almost 20 years’ experience in national, regional and global roles at Accenture, PwC and now O’Connor Marsden and Associates. He has successfully delivered strategic communications programs across multiple industries including Financial Services, Health, Utilities and Government & Public Sector. Peter has also been at the centre of numerous Marketing Technology projects, helping shape the introduction of new technology to make Communications programs more personalised, targeted and relevant to enable a richer user experience. This has been more widely applied in the Professional Services setting through Account-Based Marketing programs, which Peter has pioneered across multiple organisations. Peter is on the Board of Little Athletics Queensland. Conference: Brisbane |
| Liz Burger Liz is a senior marketing leader with nearly 20 years of experience in the professional services industry. With a passion for building impactful brands, she drives brand, marketing, and communication strategies that improve client and business outcomes. Liz is known for her innovative approach and her ability to deliver a blend of creative effort, strategy, hands-on work, stakeholder engagement, and data analysis. She currently leads the Brand & Design team at Grant Thornton, having previously held roles in the engineering and architecture sector with companies such as WSP and Arup. Conference: Melbourne |
| Tony Emmanouil
Tony is a veteran of the Australian IT&T sector, having held leadership positions in sales and marketing over the last 25 years.
With a career spanning cloud services, cybersecurity, software, networks and AI, he has worked with world-leading industry names including Optus, Ericsson, Trend Micro and Gartner.
Tony now serves as CMO of ASX 200 leader Macquarie Technology Group, where he works closely with the company’s senior leadership and board to drive Macquarie’s brand narrative around customer experience, technological innovation, and workplace culture.
Tony is a renowned speaker and corporate spokesperson with many years’ experience hosting, engaging and educating audiences on how to drive business success through sales and marketing. Conference: Melbourne and Sydney |
| Anja Vogel As the Head of Marketing + Communications at Wotton + Kearney, Anja oversees the firm’s corporate communications, digital marketing and strategic campaigns. She is known for championing new initiatives and ideas and creating compelling content to deliver campaigns aligned to business strategy and growth. Anja has over 10 years’ experience across communications, marketing, events and business development, having started her career in PR working with brands such as Telstra and Yum! Brands, before moving into roles at Allens, Grant Thornton and HFW. Anja is a member of the ICON Board and the NSW Committee. Conference: Sydney |
Session 5: Cultivating Enduring Client Partnerships: Strategies for Growth |
| Vivienne Corcoran Vivienne has a passion for the voice of the client, has interviewed 000’s of clients and developed, delivered and transformed CX programs. She lectures in strategy, practice development and marketing for the College of Law in their Masters program and is currently working on a PhD in client service. Vivienne is a member of the ICON Board and the Victorian Committee and has been a member and presenter for APSMA and now ICON since back in the days when there were 8 large accounting firms! She started her working life with actuaries and has since held marketing and strategy director roles for accountants, engineers, IP and IT firms, and lawyers. Conference: Brisbane, Melbourne and Sydney |
| Samantha Cumiskey Samantha is an accomplished business development professional with more than 10 years' experience. A leader in marketing and BD within the Australian legal industry, Sam combines her considerable experience with a leading MBA and insights gathered as a long-term ICON committee and board member. Conference: Brisbane |
| Erin Thomson SCMP
Erin is a senior marketing leader with over 20 years’ experience in brand strategy, business development and communications; designing and delivering integrated marketing strategies aligned to business growth.
Erin’s professional services career includes over a decade at EY in regional, market, key buyer group and service line marketing leadership roles.
In 2018 she joined design, engineering and advisory company, Aurecon, where she is Brand, Marketing & Communications Leader - Clients & Markets.
Supporting a 7,500+ organisation across Australia, New Zealand and Asia, Erin leads a team responsible for driving brand permission and growth through multi-channel thought leadership and content marketing campaigns, client strategy and engagement.
In 2022 Erin became an owner of Aurecon.
She is a certified Strategic Communication Management Professional, PROSCI certified Change Practitioner and former Co-Vice President of the ICON Board. Conference: Melbourne |
| Adam Hall For more than 25 years Adam has been working with organisations on their marketing and business development strategy. His focus has been in the areas of legal business development and CX. His experience includes working with Norton Rose Fulbright, KWM and Deloitte among others. Adam has led client teams and run CX programs within these organisations at both a local and global level and brings to the topic a range of thoughts on how to get organisations thinking in a more client centric manner. Conference: Sydney |
Session 6: Delivering Tech-Powered Growth
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| Ben Scott Ben Scott is a ‘Marketo Fearless 50’ alumni – which recognises the top 50 marketers in the world driving digital transformation. He’s known for building award-winning sales and marketing technology stacks and is a recognised authority on marketing automation and attribution. Conference: Brisbane, Melbourne and Sydney |
| James Fielding James was recognised as ‘One to Watch in Sales Enablement’ in 2023. He’s known for bringing sales and marketing together – which is enabled through improvements to talent, processes, resources, and insights. He’s established a global proposals team (Linklaters), led a pioneering rebrand (King & Wood Mallesons), reshaped sales culture (Grant Thornton), led growth strategy (Findex), and much more. Conference: Brisbane, Melbourne and Sydney |
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