People
Highly dedicated team together with unparalleled experience

Robbie is one of the most influential voices in regional and rural Australia. Highly sought after as an advisor and commentator, Robbie has the ear of government agencies, industry and business leaders, farmers, and media.  

As Founder and Managing Director, Robbie’s passion and drive has established Seftons as one of the country’s leading strategic and advisory consultancies. Providing counsel to corporate and government clients to develop policies and communication initiatives to enhance the vital contribution of rural, regional and remote communities, Robbie has headed many projects of national significance. These include the Blueprint for Australian Agriculture, Water for the Future, Carbon Farming Futures, and chairing the Independent Panel to assess socio and economic conditions associated with the Murray-Darling Basin Plan.

Robbie holds a wide range of board and advisory group appointments across portfolios including mental health, water, agriculture, environment, telecommunications, and tourism. Robbie is also a primary producer and her contribution to agribusiness and the community saw her named as a member in the General Division of the Order Australia (AM) in 2023.

As Consulting Director at Seftons, Jayne oversees the delivery of our projects and team. Jayne is an experienced executive in communications, stakeholder engagement and issues management. Working across a broad range of sectors including agriculture, government, finance, telecommunications, education and FMCG, Jayne has a long and respected track record of engaging with a wide range of stakeholders on complex and sensitive topics.

Jayne has led stakeholder engagement programs on behalf of federal, state, and local government, as well as NGOs, non-profit and commercial businesses. These include the Inland Rail Interface Improvement program, the NSW Department of Premier & Cabinet regional framework messaging and the Federal Government’s Murray Darling Basin stakeholder engagement framework.

Prior to joining Seftons, Jayne worked in multi-national public relations agencies leading consumer and corporate teams for global clients including MasterCard International, Emirates Airline and McDonald’s Australia.

Sean is a business consultant with more than 20 years’ experience spanning sectors including information technology, biotechnology, insurance, and communications and public relations.

At Seftons, Sean provides strategic advice and management of the finance function in a CFO capacity. Sean is a member of Certified Practicing Accountants (CPA) and holds a Bachelor of Commerce.

Shaun Devitt has spent almost three decades working as a journalist, producer, communications professional and external affairs advisor across Australia and around the world.

After being awarded the inaugural Reuters Scholarship for Journalism at Charles Sturt University at Bathurst in 1997, Shaun began his journalism career with the Nine Network and over time has held various roles as a reporter, Chief of Staff and a producer with Nine News and 60 Minutes.

In 2005, Shaun left Australia to join the founding team responsible for the launch of international news network Aljazeera English. Based in Qatar, he covered major news events and produced current affairs programmes across the Middle East, Africa, Europe, Asia and the United States. 

On his return to Australia, Shaun again worked as a producer at 60 Minutes before being appointed the 6pm Chief of Staff for Nine News Sydney, later joining the 7 Network as part of their investigations and factual content team.

Shaun's focus turned to regional Australia and together with acclaimed journalist Ray Martin, the pair spent several years producing one-off public affairs specials for the Prime Network examining issues confronting regional communities.

Having worked with governments both locally and internationally, Shaun joined NSW Health in 2017 as Media Director and oversaw the media response to COVID-19 working with local, state and Federal Health departments.

For the past three years, Shaun has been based in Perth, working as Head of Media for Andrew and Nicola Forrest's philanthropy Minderoo Foundation with a global remit to raise awareness of issues faced by our planet and its inhabitants. The role also sat across Tattarang, the Forrest's private investment arm which includes businesses involved with agriculture, property, retail, manufacturing, minerals exploration and energy production. In 2022, Shaun moved to Fortescue as Group Manager of External Affairs across both mining and renewable energy sectors of the company. Most recently, Shaun has been part of the Seftons team working across a range of clients and projects.

Jessica is a strategic communications, government relations and community engagement professional with 15 years’ experience in the media sector and governments advising premiers, federal and state ministers, chief executives, boards and local councils. Jessica has led high-performance teams within diverse and complex organisations and has a deep knowledge of federal, state and local government processes, public policy and political environments.

Prior to joining Seftons, Jessica worked for Special Broadcasting Service (SBS), a Commonwealth Water and Environment Minister, Victorian Premier and the City of Greater Geelong. With a background as a rural journalist and now based in Geelong, Jessica is highly experienced in media and communications with specific skills in brand and reputation management, communications strategy and employee communications, as well as content writing for all platforms, such as speechwriting, annual reports, opinion pieces, policy submissions and corporate narrative.

As Digital Director at Seftons, Madi leads our digital strategy, ensuring every campaign is grounded in real-world results and a deep understanding of our clients’ needs. With over 15 years’ experience in the marketing, creative and communications sectors, Madi is an expert in all things digital, social media, and content strategy, with a proven track record in creating impactful campaigns that drive business growth. Her commitment to meaningful outcomes goes beyond simply increasing metrics; Madi ensures digital activations contribute directly to tangible community and business results. 

Before joining Seftons, Madi worked for some of the world's largest advertising and media agencies, bringing global experience from her time working in Sydney, Singapore, Germany, and now Western Australia. Most recently, Madi spent 3 years as Head of Brand and Creative at Minderoo Foundation, Andrew and Nicola Forrest’s philanthropy, where she developed global campaigns to raise awareness and drive meaningful action on some of the world’s most pressing issues, such as gender equality, ocean health and modern slavery. This remit also spanned the Forrests’ private investment arm, Tattarang, where she was responsible for delivering commercial outcomes across businesses spanning agriculture, energy, resources and more. She ensures digital remains an integral and dynamic part of our projects, especially in regional and rural contexts.

Madi’s strategic acumen is backed by her ability to translate data into action and her passion for delivering exceptional, human-centred experiences online. Whether it’s helping brands share their story or crafting campaigns that spark conversations, she remains focused on impactful, collaborative, and lasting digital solutions.

Genevieve brings more than 25 years’ experience managing strategic communications and stakeholder engagement for a range of commercial, government, industry and not for profit organisations. Her strategic, leadership and executive mindset sees her thrive in high pressure environments and deliver multiple projects with competing demands.

A passionate supporter of initiatives aimed at promoting the growth and prosperity of regional Australia, Genevieve is a director (and former chair) of Destination Riverina Murray. Genevieve is also on the board of Wagga Women’s Health Centre and was named NSW Women of the Year Wagga Wagga in 2016 in recognition of her contribution to the community and business sector.

Chris is a highly experienced senior manager and consultant in the agricultural, environmental and research sectors in Australia and abroad. Known for his skills and expertise in delivering innovation, solutions, and improvements to organisations in these sectors, Chris works with clients in both public, levy-funded, and commercial organisations.
 

Sought after for his proactive approach to stakeholder engagement and consultation, Chris is known for his ability to identify strategic priorities and develop and implement significant change programs through collaboration. This saw him head up the independent review of AgriFutures’ Extension and Adoption programs and develop and implement strategies for clients including Meat & Livestock Australia, Cotton Research & Development Corporation, DairyNZ and the National Feedlot Accreditation Scheme for the Integrity Systems Company.

Laura brings a deep understanding of agriculture, marketing and communications to Seftons. Working with clients across strategic planning, media relations, digital and social media and high-level event management.

Involved in her family’s livestock production business in south west Queensland and the north west and far west regions of New South Wales, Laura intimately understands the needs and expectations of primary producers, regional communities and their stakeholders. Her exceptional operational and analytical expertise has seen her work on programs for clients including Case IH Australia, Westpac Agribusiness, Meat & Livestock Australia, Australian Meat Processor Corporation, CWA of NSW, AgriFutures and Syngenta.

Lauren is a senior media and communications specialist with two decades experience in broadcast journalism, project management, communications, and government relations. Known for her ability to craft messages and campaign content that is succinct, articulate and resonates with the target audience, Lauren also understands the mechanics of government communications.
 

Lauren has worked across a range of sectors including rural and regional affairs, agriculture, health, arts, planning, sport and small business. During her time at Seftons, Lauren has led the AgriFutures Australia and Federal Government’s Community Perceptions and Worker Experience’s Project, as well as produced the public facing Western Local Land Services Natural Resource Management Plan. 

Tania is a specialist communications consultant with over 20 years’ experience working with global and local brands to develop strategic marketing, stakeholder, and communications campaigns.

Passionate about purpose driven campaigns, Tania has worked in the fields of mental health, environmental sustainability and organic farming practices for clients including Woolworths, Westpac Agribusiness, Case IH Australia, CopRice and AgriFutures Australia. Tania has a background in healthcare communications but has also worked with clients in the technology, consumer and B2B space.  

Skye is passionate about the agricultural sector and telling the stories of the people who live and work in regional Australia. This has seen her forge a 20-year career in the sector, working in both corporate and not-for-profit organisations, directly with farmers and rural communities at a grassroots level to an international remit.

Skye’s area of expertise includes media relations, communications, marketing, event management, community engagement and project management. With a Bachelor of Agricultural Economics with first class honours from the University of New England, Skye brings an economic understanding to research and development, statistics, survey results and technical reports to powerfully disseminate messages to a wider audience. Skye is involved in the family’s merino sheep enterprise and sits on the board of WoolProducers Australia.

Sonia is a communications and public relations specialist with extensive experience in integrated brand management, media relations, stakeholder relations, hosting events, corporate and consumer communications, corporate social responsibility initiatives and sponsorship leveraging.

With a career spanning 20 years, Sonia has managed portfolios of domestic and international clients across the agribusiness, aviation, sharing economy, mining, construction, tourism, technology, corporate, manufacturing, financial, retail and healthcare sectors.

Kylie has a strong understanding, and passion for, rural and regional Australia working as Chief of Staff and a journalist on a raft of regional newspapers prior to joining Seftons. Reporting on local government, federal and state politics, regional transport, education, health, and law and order, Kylie has an innate appreciation for the issues affecting these sectors and how they impact on country communities.

Kylie brings this understanding and skillset when working with clients on their media relations campaigns, communications and issues management strategies, and community consultation and stakeholder engagement projects. Kylie’s client base has included Truckline, the largest retailer and distributor of aftermarket truck and trailer parts and accessories in Australia, stakeholder engagement activities related to the Department of Planning, Industry and Environment as well as, global agricultural machinery company Case IH and the Country Women’s Association of NSW.

Lara is an integral member of the Seftons team bringing a wealth of experience in finance, executive support, administration and managing systems and processes.

Lara has worked in a range of industry sectors including accounting, building and construction and IT.