Curious, connected and committed to driving quality results, the IMPACT team aims to make a difference, every day.

Our Team

Nicole Webb

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

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.

Katie Eastment

Katie Eastment

Group Account Director

A self-confessed excel addict, Katie is driven by data and insights and how communications can create real change for brands, communities and the planet.

With experience across lifestyle, health and wellness, home and building, FMCG, finance, NFP, events and professional services sectors, Katie loves helping brands connect with people across Australia and around the world.

When she’s not deep diving into data, Katie loves visiting family on the South Coast and exploring local parks, beaches or snowfields with her son.

Marcela Balart

Marcela Balart

Strategic Communications Director

Curious as they come, Marcela’s career has spanned both the corporate and PR agency worlds.

She’s led campaigns from insurance to cyber safety, launched major infrastructure projects, promoted the best of Australia’s business sector, navigated contentious political environments, and led emergency response communications during times of crisis and natural disaster.

When she’s not solving a communications puzzle, she loves immersing herself in the arts, food, family, and travel.

Trish McGee

Trish McGee

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

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

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.

Alexandra Robins

Alexandra Robins

Account Executive

Alex graduated with a Bachelor of Communications, majoring in Social and Political Sciences from the University of Technology, Sydney. She recently completed her Honours, writing a thesis on the lived experiences of young, mixed-race, Asian-Australians.

As someone who has always been interested in politics and its inner workings, Alex also completed a parliamentary internship.

In her spare time, you can find Alex reading about true crime cases, buying too many books, and over analysing film and television shows, a remnant of her time working in a cinema.

Iris Guo

Iris Guo

Account Executive

Iris graduated with a Bachelor of Media, majoring in PR and Advertising as well as a minor in Human Resource Management. As someone who has worked in retail for the majority of her life, communication and teamwork come naturally. Iris has also completed internships across fashion, lifestyle and technology.

On her days off you can find her hanging out with friends (usually brunch; ideally bottomless), rewatching her favourite TV shows or consumed by paint by numbers whilst listening to podcasts.

Chloe Atkinson

Chloe Atkinson

Account Coordinator

Chloe describes herself as analytical, stylish, and a little bit of a perfectionist. A current Media and Communications student at the University of Sydney, she has a passion for writing and never leaves the house without bringing at least one book with her.

An avid Pinterest user, Chloe is known for her love of movies, music, and clothes that are older than she is. In her spare time, she can be found enjoying local cafés with her retired racing greyhound, Bella, or hunting through Sydney’s op shops.

Truffle

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

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

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

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

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

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

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

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

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

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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