About Celeste
Senior marketing and communications leader with more than 25 years' experience across government, corporate, not-for-profit and B2B sectors in Australia and Brazil. Specialises in go-to-market strategy, brand positioning and building marketing systems for founders and leadership teams, particularly B2B companies in the $2M to $15M growth range. Brings a rare mix of journalism, public relations and commercial marketing experience. Known for aligning marketing and sales around a shared definition of a qualified lead, treating marketing budget as something to protect rather than spend, and turning complex technical offerings into clear, credible messaging. Holds an MBA and works fluently in English and Portuguese.
KEY ACHIEVEMENTS
• Generated more than 670 new active leads in 10 months at Karidis Corporation while reducing cost per lead by 40%.
• Increased unpaid positive media coverage by 600% within six months at ACH Group, saving over $100,000 in advertising and brand awareness spend.
• Lifted staff climate survey participation at ACH Group from 28% to 60% through a new staff engagement strategy.
• Led SA2050's shift from proof-of-concept to proof-of-impact positioning in the emerging industrial exoskeleton category.
• Introduced the first staff newsletter for a Brazilian state government department, which remained in publication after her departure.
CORE SKILLS
• Strategy: go-to-market strategy, brand positioning and messaging, marketing planning, budget management and ROI
• Growth: B2B marketing, lead generation and pipeline development, omnichannel campaigns, marketing and sales alignment
• Communications: public relations, media relations, corporate and internal communications, crisis and issues management
• Content: thought leadership, content strategy, storytelling, copywriting, speech writing, newsletters
• Digital: social media marketing, email marketing, website management, Adobe InDesign
• Leadership: executive advisory, team leadership, stakeholder and government relations, board governance
Experience
SA2050
Fractional Chief Marketing Officer (contract) (2025 – 2026)
Industrial technology company focused on measurable environmental, safety and productivity outcomes for Australian businesses through exoskeleton technology.
• Led go-to-market strategy and brand positioning for an emerging industrial wearables category.
• Moved the company's story from proof-of-concept to proof-of-impact, anchoring positioning in real-world deployment data, long-term ROI evidence and customer outcomes.
• Developed a content strategy built on field data and business case development.
• Engaged stakeholders across safety leadership, procurement and operations audiences.
• Built a thought leadership platform and partner and customer success narratives with the leadership team.
Department of Primary Industries and Regions
Communications Lead (contract) (2025 – 2026)
• Delivered communications planning and corporate communications for the department.
Logic Figures
Principal Strategic Marketing (remote) (2021 – 2026)
• Developed strategic marketing plans to drive growth through personalised branding.
• Executed social media campaigns and email marketing strategies to engage target audiences.
• Collaborated with cross-functional teams to deliver marketing and communications services.
Carnegie Mellon University
Communications Specialist (contract) (2020 – 2020)
• Produced content marketing and written communications.
Lustosa Marketing
Chief Executive Officer and Fractional Chief Marketing Officer (2019 – Present)
Strategic marketing consultancy that works alongside client teams as their outsourced marketing department, with a focus on technology, industrial and B2B businesses. Fractional CMO services delivered through the business since November 2023.
• Lead go-to-market strategy, brand positioning and marketing system builds for founders and leadership teams.
• Develop marketing plans and deliver the tactics, from strategy through to implementation and handover.
• Build messaging foundations for companies in the $2M to $15M growth range.
• Align marketing and sales teams around what a qualified lead looks like, shifting focus from activity to pipeline.
• Provide senior marketing leadership to businesses that need executive-level strategy without the cost of a full-time hire.
Karidis Corporation Limited
Senior Marketing Executive (2018 – 2019)
Marketing lead across all business areas, including retirement living, car parks, serviced apartments and commercial property, covering B2B and B2C audiences.
• Developed and managed the annual marketing budget with a focus on ROI.
• Led a team that delivered omnichannel campaigns for converting existing database leads and acquiring new ones, recording more than 670 new active leads and a 40% reduction in cost per lead in the first 10 months.
• Owned strategic marketing, branding, lead generation, collateral, customer experience, storytelling, digital and social media strategy, and marketing operations.
Urban Development Institute of Australia (UDIA)
Marketing & Members Service Manager / Communications & Policy Manager (2016 – 2018)
-local advocacy and policy change efforts for the development sector in South Australia
-strategic partnerships with organizations and Government
-integrated communications strategy
-production and, as needed, the creation of all print materials
-social media and content management across a range of platforms
-public relations opportunities including press events/ meetings, and community events
-website management
-member services and membership retention
-mitigate that risk, and coordinate a retention strategy.
-membership engagement
Urban Development Institute of Australia (UDIA)
Communications & Policy Manager (2016 – 2017)
-implement an intentional and comprehensive framework for local advocacy and policy change
-strategies and activities necessary to carry out the UDIA policy and advocacy agenda
-formulate, coordinate, and integrate the policy and advocacy strategy with the communications strategy
-build strategic partnerships
-Coordinate advocacy efforts for members and other interested parties on how to effectively advocate for the development sector
Internal and External Public Relations Officer
ACH Group (2013 – 2016)
Not-for-profit aged care provider.
• Increased unpaid positive media stories by 600% within six months and sustained that presence, saving more than $100,000 in advertising and brand awareness spend.
• Created a staff engagement (internal communications) strategy that lifted climate survey participation from 28% to 60%.
• Advised the CEO on communications; wrote media releases and built media contacts to maintain a steady flow of coverage.
• Produced the quarterly newsletter for customers, staff and stakeholders end to end, including writing, photography and layout.
• Developed communication strategic plans for organisational projects, produced marketing material in InDesign and QuarkXPress, supported website and intranet updates, and managed external events.
Fairfax Media
Senior Journalist (2011 – 2013)
• Selected to manage Flinders News in the editor's absence.
• Wrote news, feature stories and advertorials, covered council meetings and news conferences, and developed stories through contacts.
• Designed page layouts, took photographs and managed The Recorder website.
RoxFM
Producer and Presenter (2010 – 2011)
• Produced and presented In the Loop, a news and current affairs program, and The Odd Couple, a light-entertainment show.
State Government of Mato Grosso
Communications Manager (2008 – 2010)
• Managed a team of five communications professionals.
• Developed and implemented media strategies and internal and external communication plans.
• Advised the Minister on media and communications, delivered media training to the Minister and directors, and accompanied the Minister to local, regional and national events.
• Managed the department's day-to-day response to the 24-hour news cycle and built relationships with media and communications managers across government.
• Introduced the department's first staff newsletter, managing its layout, content and articles.
Vivo Telecommunications (Brazil)
Public Relations Manager (2006 – 2008)
Head-hunted from government to lead communications for Brazil's largest telecommunications company in the state of Mato Grosso.
• Developed the communications strategy for Mato Grosso, aligning communications with B2C sales.
• Advised the company director on media and communications, and wrote and edited official speeches.
• Secured media coverage and opinion pieces, and managed potential media crises and corporate complaints.
• Developed events and campaigns with the marketing team and implemented an internal communications plan.
• Partnered with HR to build a library of 120 audio books for people who are blind within one year.
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