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. |
Session 2: Global Insights and Trends in Professional Services |
| Nicola Dullard Nicola Dullard has 27 years of experience in legal business development, working both with and in Global, Regional and Local Law Firms. As the founder of Growth Circus, she focuses on guiding firms through the evolving legal landscape, specialising in talent development, strategic growth, and innovative marketing. Nicola helps practitioners build profitable practices through coaching, emphasising the integration of business acumen, technology, and leadership to meet shifting client expectations in today’s digitally transformed world. Role: Facilitator |
 | Kersten Norlin Kersten Norlin is a senior marketing and business development executive with over 30 years of experience across global professional services firms. Having worked in Perth, Sydney, and New York, Kersten has developed a deep understanding of the international landscape and the cultural nuances that drive effective client engagement. In her current role as the International Marketing Lead for DLA Piper's Business Advisory group, she spearheads innovative strategies that align with shifting client expectations and evolving service delivery models. Kersten is known for her ability to build high-performing teams and implement global best practices, tailored to local markets and her extensive international exposure has shaped her approach to overcoming operational and cultural challenges. Role: Speaker |
| Steph Sippe
Steph Sippe is seasoned strategy, business development, and operations specialist with over 13 years of experience in professional services in Perth and the United Kingdom. She is currently the Head of Business Operations for Industry X at Accenture, where she manages a 200-person operational technology practice. In her role, she has successfully spearheaded numerous operational improvement programs, client development strategies, and led corporate acquisitions. Prior to Accenture, Steph held positions at Deloitte, including Senior Client Account Manager and Senior Client Strategy & Planning Manager. Her earlier experience includes client relationship management at Pinsent Masons in London, and strategic roles at King & Wood Mallesons in London and Perth.
Beyond her corporate responsibilities, Steph has been actively involved in industry initiatives. She previously co-chaired the ICON WA committee and played a pivotal role in launching the Mindful Business Charter, which promotes thoughtful interaction and communication in the workplace. Role: Speaker |
| Katherine Thomas Katherine is Head of Growth and Strategy for Melbourne law firm CIE Legal. She has 25 years professional services marketing experience gained in the UK and Australia, working in-house at law firms and as a consultant. In the UK, she worked for international law firm Pinsent Masons in senior business development, communications and project management roles, culminating in establishing the firm’s contract lawyer service, Vario. She then spent her first eight years in Australia as a consultant advising law firms across the globe on sales and strategy. During this time, Katherine was part of the inaugural teaching faculty on The College of Law’s Master in Legal Business Course, devising and delivering the foundational subject in business strategy. Katherine now leads the strategy and corporate services function at consumer products specialist firm CIE Legal. While she has a broad business background, Katherine is particularly interested in how professional services organisations develop and market new services, and enjoys applying her marketing and design thinking qualifications to shape and commercialise new areas of work. Katherine is Board Director of the Australasian Legal Technology Association, a Fellow of AIM WA, a lecturer at The College of Law in Western Australia, and a member of The College of Law Innovation Centre’s WA panel. Role: Speaker |
Session 3: Mastering Influence and Embracing Change |
 | Shalena Poffenberger Shalena is a Go to Market strategist and serial expat, having lived and worked on three continents across four countries. Her 25 year career has spanned several foundational market shifts and crises, putting her at the heart of her firms' market response strategies. She has pivoted her firms to be at the forefront of the changes from the Global Financial Crisis, Mandatory Auditor Rotation, Banking regulatory reform, GDPR and Brexit. The most terrifying moment of her career was hosting a live webcast to more than 9,000 clients at the height of the Brexit "cliff edge" negotiations – in front of a green screen and staring into a giant camera. Shalena pioneered integrated sales and marketing campaigns at PwC, at a time when the two operated entirely separately – orchestrating firmwide unified responses to the market's biggest curveballs. Having spent 17 years at PwC in both the US and UK, Shalena relocated with her family to Australia two years ago, when she joined Ashurst to lead their Go to Market strategy and innovation development programme. Her career has been built on catalysing and embracing change, and having worked in professional services for most of her career, considers herself to be a masterful influencing Jedi. Role: Facilitator |
 | Liz Del Borrello
Liz Del Borrello is a certified business and personal coach specialising in leadership. She supports clients by drawing on her 25 year corporate career as a marketing and communications executive. Liz is also the founder of one of Perth’s only leadership networking events – Leaders Lobby Perth. An inclusive community of like-minded professionals who come together to network, learn and connect. The event brings together experienced corporate leaders, business owners, as well as future leaders aspiring to be in management. As a leadership coach, she empowers leaders and future leaders to be ready for their next career step. Liz also works with businesses to strengthen their team skills to increase trust, confidence, productivity and accountability. She left corporate Australia with burnout and turned her pain into purpose ... to now coach and train leaders to be more people focused and purpose-driven. Her high energy and empathetic approach makes her one of Perth’s most in-demand leadership coaches, trainers and speakers. In 2023, Liz was named in the Top 15 Coaches in Perth by Influence Digest. Liz is an equal opportunity lover of sport and the arts. She is happiest when spending quality time with family and friends – over coffee, champagne or watching rugby. Role: Speaker |
| Rebecca Beardsley Rebecca Beardsley has over 25 years' experience working with ASX 100 companies, multinational firms, SMEs and entrepreneurs - helping them to grow and thrive in business. As a business development, communications & marketing specialist, Rebecca plays an integral role in leading large scale business transformation and change management projects. Rebecca is also an executive coach and guides others to overcome obstacles and challenges helping individuals to live their best life and leaders to build high performing and flourishing teams. She enjoys connecting people and ideas with purpose and is recognised by those she works with for her problem-solving capabilities and her highly creative and strategic approach to all she does. Role: Speaker |
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. Role: Facilitator |
| Anthea Guazzelli Anthea Guazzelli is a Marketing and Business Development leader with over 25 years’ of experience working for global professional services firm in the accounting, legal and engineering sectors in Perth, London and Sydney. She is currently the Business Development and Marketing Manager for GHD’s Western Australia Region which employs over 700 people across 5 offices, supported by 11,000 people worldwide. Her role spans strategic pursuits, key clients (including CX), marketing and communications, bringing together the many ‘hats’ from various roles across her career. She is a strategic thinker and empathetic leader focused on extracting value and managing change through communication, collaboration, negotiation, and teamwork. Outside of work, Anthea is mother of two and lover of the beach, tennis, a good book and travelling. Role: Speaker |
| Dom McGreal Dom McGreal is a partner in the Banking + Projects team at Gilbert + Tobin and specialises in banking and finance. Dom is experienced across a full range of domestic and international financing transactions, asset classes and capital structures. He is routinely ranked among the leading practitioners in banking and finance law both in Western Australia and nationally. Role: Speaker |
| Agnes Balcer Agnes Balcer is the Account Lead for Rio Tinto in Australia at Deloitte, where she directs strategic initiatives to enhance client value in the mining sector. With over 11 years of experience in Australia and a background from Poland, Agnes has honed her expertise in strategic account management across three of the Big Four firms—Deloitte, KPMG, and PwC. Prior to her current role, Agnes served as a Strategic Account Manager in the Financial Services sector at Deloitte, working directly with senior client partners on global strategic accounts. Her earlier experience includes roles at KPMG, where she worked on the largest Financial Services client in Australia, and at PwC, where she supported major accounts and implemented firm-wide projects. Agnes’s diverse background enables her to work effectively with various stakeholders, and she is passionate about fostering inclusive environments within the teams she leads. Role: Speaker |
ICON thanks our Sponsors |
Gold Sponsor:
| Keynote Sponsor:
|
