Our Team
Nicole Webb
Founder + Chief Executive Officer
Girl from the ‘gong who when asked by her two children ‘why are we here?’ she answers – ‘to look after the planet for the next generation’ and then curses hers, and the generations before, for not doing enough.
Loves all things behavioural science and is determined to meet the 72 ESG targets she has set for the business over the next three years.
Victoria O'Neill
Chief Operations Officer
Reformed journalist with a sharp eye on breaking news and tomorrow’s business trends. Knows that life is like a pub quiz – tuning in and learning lots about everything and nothing can win you a free meal.
No train trip down from her Blue Mountains home is complete without a podcast episode or two – David McWilliams weekly hot takes on the global economy and human behaviour is the current favourite.
Trish McGee
Group Account Director
A natural communicator with experience across consumer, corporate, lifestyle and not-for-profit sectors, Trish has a passion for all things PR and influencer marketing.
Having made the move down to Victoria, in her role as Account Director, Trish is the key point of contact at IMPACT’s Melbourne office.
In her spare time, you’ll find Trish listening to news and pop culture podcasts, watching reality TV, and likely rinsing the mud off her Golden Retriever, Lenny.
Lucia McCabe
Senior Account Manager
Lucia moved to Australia from Belfast in 2013 and is proud to call Australia home.
With more than a decade of experience in the industry, Lucia uses her Irish charm and storytelling abilities to build and maintain strong relationships with clients, stakeholders and the media.
Knowing the importance of work-life balance, Lucia enjoys spending time with her family and friends and loves a glass of wine at the end of the work week.
Eva Mitchell
Senior Account Manager
Originally from England, Eva is always looking to uncover exciting stories and deliver purposeful brand experiences.
With more than seven years of PR and brand marketing experience in Australia and the UK, her work spans across multiple communication practices, from event management to developing integrated brand campaigns and managing press office functions.
When Eva isn’t drinking lots of Yorkshire Tea in the office, she can usually be found in the kitchen testing out a new cookbook or playing a (fiercely competitive) game of Bananagrams.
Sophie Babic
Account Manager
With experience spanning across consumer, corporate, influencer PR, Sophie brings her passion for social trends and crafting meaningful, impactful stories to The IMPACT Agency.
Originally from Bristol, England, Sophie began her career in the communications industry through an apprenticeship with an agency, whilst studying a Diploma in PR and Communications through the Public Relations and Communications Association (PRCA).
When Sophie’s not busy pitching the next big story, you’ll find her soaking up everything Sydney has to offer, whether it’s uncovering hidden foodie gems, strolling round markets or securing tickets to concerts and sporting events.
Sofia Pizzinato
Account Executive
With a deep passion for storytelling and social media, Sofia brings a unique blend of creativity and expertise to every project she takes on.
She is a proud graduate of the University of Technology Sydney with a Bachelor of Communications degree in Digital and Social Media. Wasting no time diving into the PR world, Sofia has worked with major brands in the consumer tech and food & beverage industries.
When she isn’t perfecting content, you can find her soaking up the sunshine or indulging in her guilty pleasure of reality TV and documentaries. She’s currently hooked on the high-octane series, Formula 1: Drive to Survive.
Caitlin Hartigan
Intern
Born and raised in Sydney’s inner west, Caitlin is currently in her second year at the University of Technology Sydney (UTS) where she is studying a Bachelor of Communications, majoring in Media Business and Journalism.
Outside of work, Caitlin enjoys all things creative. She loves drawing and often uses her artistic skills to create personalised gifts for loved ones. She is also passionate about photography and videography, and recently launched a professional photography Instagram account to showcase her favourite work.
Truffle
Canine Communicator
Joining The IMPACT Agency as a puppy in 2016, this curly-haired communicator takes the business of being a ‘working dog’ very seriously.
Her keen nose can instantly detect snacks hidden in handbags, and courier ‘alerts’ keep us (and the couriers) on our toes.
The IMPACT Collective
Over 25 years, IMPACT has built a trusted collective of experts to support the work we do. From designers and photographers through to specialty consultants.
Michaela Campbell
Sustainability + ESG
As IMPACT’s Sustainability Lead, Michaela is passionate about maximising brand capital and longevity. She believes that great brands are the ones who work symbiotically with their customers, partners and wider stakeholders to shift market norms and deliver real social impact across B2B, B2C, B2G and B2NGO markets.
Michaela is committed to helping build connections with like-minded brands through brand partnerships, matched-funding projects, endorsements and tenders that make economic sense, whilst improving education, health and welfare outcomes.
Jason Gemenis
Design
Jason has been IMPACT’s design partner of choice for more than 20 years. His agency, Peppermint Digital, provides IMPACT’s clients with direct access to the next generation of digital designers, handpicked from one of Australia’s leading design schools.
When working with Jason and the IMPACT team, you can expect innovative designs that integrate seamlessly with your brand’s existing assets.
Brent Knevett
Government Relations
A former Australian diplomat, senior state government public servant and political lobbyist, Brent consults on government relations projects; providing insights and connections to key decision and policy makers across the country.
Deborah Metcalf
Stakeholder Relations
Deborah is an experienced community and stakeholder professional with more than 15 years’ experience working on major infrastructure projects with multidisciplinary teams and communities across Sydney and NSW. She is also an IAP2 member.
Stefania Perrone
Digital Marketing
Stefania is a marketing and media expert, with extensive experience across above the line media planning and buying, creative, and brand and performance marketing – where she has spent much of her career. In 2023, she founded HERE&NOW, specialising in the B2B space.
Chris Sheedy
Media Relations + Training
Chris from The Hard Word has been IMPACT’s media and message training partner for more than a decade. A working journalist and former Guinness World Records adjudicator and presenter, he has been deeply involved in the publishing, publicity, and media industries for 25 years.
think Mammoth
Video & Photography
When in need of images and video assets for our clients, IMPACT turns to Tony Walters and Quentin Jones, the creative leads at think Mammoth.
The Australian-based media company specialises in political and business messaging through third-party endorsements, testimonials and behind-the-scenes video and photography.
Leah Tindale
Consulting Producer
An experienced storyteller, Leah offers insight into all things creative; crafting content that packs a punch. From podcast production, social content, and video assets, Leah ensures your digital assets will evoke emotion and drive change.
Kris White
Behavioural Psychology Specialist
With thinking grounded in behavioural economics, cognitive and evolutionary psychology and sociology based on qualitative and ethnographic research, Kris consults on behavioural challenges and opportunities facing businesses, governments and social organisations.
According to Kris, while the context and objectives differ across industries and organisations, the underlying human psychology does not. Ultimately, most people are seeking behaviour change whether customers, consumers, communities, employees, citizens or stakeholders.
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