We love what we do.
My career has seen me work across the country for brands that are leaders in their field. The journey of working for brands who are the best of the best has made me a savvy and adaptable marketer, which is critical when customers are constantly evolving.
My career pathway, in a nutshell.
2005
Produced the first-ever fashion runway show for Swarovski International (Australia).
A curated show that travelled the world, I was the brand lead for Swarovski Australia. We produced the show in Sydney in collaboration with leading fashion producers LaraInc. and covered the full gamut of fashion eventing: casting, creative, pre- and post- show marketing and runway operations. I worked in five roles within the organisation across an eight year tenure, from 2000-2008.
2008-2010
Client Partnerships for MTV Networks Australia + Account Manager for Map Magazine & Map Creative (now The Weekend Edition).
2010-2014
Established agency-side experience as Account Director for a full-service agency in Canberra, ACT.
2015-2017
Brand Experience for Scentre Group (Westfield Shopping Centres), ACT + QLD.
2017
Winner of the prestigious Mercedes-Benz Australia Guild Awards.
In my first year of leading Mercedes-Benz Brisbane and partner dealerships for retail marketing, local brand voice, customer engagement, events and communications, I was awarded the Star Marketing award. This was the first-time event for the long-standing Brisbane dealership.
2018
Completed ADMA ‘CX for CMO’S’ course in Melbourne.
2019
Completed a Masters of Business Administration (MBA) (Strategic Marketing Major)
2019-2020
Tourism Noosa Head of Marketing and Events.
Led Noosa’s domestic and international marketing program to deliver the region’s tourism marketing strategy, including the aviation partnership with Sunshine Coast Airport and Visit Sunshine Coast. A senior role combining new product development, marketing, PR & media, content, research and data utilisation, events and brand activations, stakeholder engagement and B2B/B2C market campaigns.
2021
CMO for an international healthcare organisation, leading and managing 12 healthcare brands.
2022-2023
Agency and Marketing Director for a scaling-up Brisbane agency.
2022
Co-founder, marketing + operations for healthtech start-up
Prime Effect is a healthtech start-up that uses the power of sport to make mental fitness fun and engaging to influence real change. Establishing a consistent brand voice across channels to managing the operations and business finances, the Prime Effect business has a national reach with programs that appeal to all corners of the community.
2023
Prime Effect won ‘Best Health and Safety Training’ Award for Be Buoyant digital program.
2023-2024
Noosa Biosphere Reserve Foundation - board advisor
Advisor to the Board for all things marketing, brand and communication. Developed a new marketing strategy in line with strategic goals and facilitated partnership and stakeholder engagement activity; board negotiation; communications support and leadership of the Noosa Biosphere brand.
2023
Established Sonia Shillington Consulting (so-sh-co) to direct my skills to businesses who are doing (or want to do) great things for the world.
2024
Peirson Farms: Produce for Purpose.
Peirson Farms uses the proceeds from their avocado sales to support disadvantaged youth in the Bundaberg region through counselling and family support services. Working with my freelance team, we developed a new brand framework with values, mission, brand position and promise, key messaging, brand visual style, marketing collateral and a brand film to tell their story. The agriculture marketing project was to support a new export market, and enhance their domestic market positioning.
2023-2024
Noosa Biosphere Reserve Foundation - marketing website
Full website redevelopment to incorporate an updated look and feel, re-written content to align to a revised corporate and community vision and enhanced user experience to improve engagement and outcomes.