Meet The Team - Seftons

Robbie Sefton

Founder & Managing Director

Robbie is the managing director of Seftons. She leads the team and specialises in facilitating groups through contentious and challenging issues. A producer of wool, meat and grains, Robbie is a graduate of the Australian Rural Leadership Program, the 2002 RIRDC NSW Rural Woman of the Year and a member of numerous boards and advisory groups for governments, businesses and not-for-profits. Since 1990 she has lived, worked and travelled all over regional, rural and remote Australia as a rural leader and advocate. She is known and respected by farmers, agribusiness, Ministers, and people at all levels in between.

Sean Chirio

(CPA, BComm) – Chief Financial Officer

Sean is a business consultant with over 20 years’ experience spanning sectors including information technology, biotechnology, insurance and communications / public relations. Sean is a member of Certified Practicing Accountants (CPA) and has a Bachelor of Commerce. Sean’s work at Seftons includes strategic advice and management of the finance function in a CFO capacity.

Jayne Goldring

(BAppSciComm) – Consulting Director – Communications

Jayne is a senior communications practitioner with more than 15 years’ experiencing working across a broad range of sectors including agriculture, government, finance, telecommunications, education and FMCG. She is part of Seftons leadership team, offering strategic planning, corporate communications and government relations services for Seftons client portfolio. Her skills lie in stakeholder engagement, issues and crisis management, corporate reputation management, government communication, internal communications and media relations. Prior to joining Seftons, Jayne worked in multi-national public relations agencies leading consumer and corporate & finance teams.

Laura Brigden

(BAgrib) – Operations Director

With a background in agriculture and agribusiness, Laura has extensive experience in agri-marketing and communications. She is part of Seftons leadership team, offering strategic planning, media relations, digital and social media and high level event management services for Seftons client portfolio as well as overseeing business operations. Prior to joining Seftons, Laura worked as a Senior Project Manager for the Foundation for Regional Development and with the Cancer Council Queensland in their state fundraising and events team. Laura has managed programs for clients including Case IH Australia, Westpac Agribusiness, Meat & Livestock Australia, Australian Meat Processor Corporation, CWA of NSW, RIRDC Rural Women’s Award and Syngenta.

Sally Schilg

(Juris Doctor with Distinction (Law), Master International Trade Law, B.AgSc (Hons)) – Account Director

Sally has worked in and with the agriculture sector for almost 20 years as a corporate lawyer, project manager, media and communications manager, and reporter for ABC Radio. She specialises in management of complex large-scale corporate governance, environmental compliance and sustainability programs. Sally understands that effective stakeholder engagement and communication is critical to the success of these programs and draws on her background in media and corporate relations to establish successful communication frameworks. Based in Newcastle NSW, Sally has worked with some of the nation’s largest agricultural companies, food processors, FMCG companies, consultancies and research bodies

Jenny Barbour

Account Director

Jenny is a communication and marketing professional with experience working in government and the private sector. She worked for over eight years at the senior executive level leading communication teams at Medicare Australia, the Department of Human Services and the Department of Agriculture and Water Resources. Jenny has worked communicating biosecurity messages and managing associated issues and incidents while at the Department of Agriculture. She has more recently worked with clients on water and land management strategies and issues management. She has strong stakeholder management skills and has worked across levels of government and industry to deliver outcomes.

Polly McDougall

BLiberalStud, MA(CommMgt) – Account Director

Polly is a senior communications professional with more than 15 years’ experience. She is passionate about helping organisations connect with rural and regional audiences, building positive reputations, managing change, minimising risk and raising awareness. Over her career Polly has worked with clients including AgriFutures Australia, Charles Sturt University, SunRice, the Australian Centre for International Agricultural Research (ACIAR), and the Primary Industries Education Foundation Australia (PIEFA). She is also a Public Relations Institute of Australia (PRIA) NSW Golden Target Award winner. Based in the Riverina region of NSW, Polly lives on a cropping and sheep property at Ardlethan.

Genevieve Fleming

Account Director

Genevieve Fleming has more than 25 years’ experience managing strategic communications activity and stakeholder engagement for a range of commercial, government, industry and not for profit organisations. Genevieve is a passionate supporter of initiatives aimed at promoting the growth and prosperity of regional and rural Australia. Genevieve thrives working in high pressure environments, delivering multiple projects for a range of clients with competing demands and high expectations. She has extensive strategic, leadership and executive experience working in senior communications positions for multi-national consultancies and blue chip organisations. Genevieve is currently completing post graduate studies in Change Management through the University of UNSW Australian Graduate School of Management.

Tania Paccanaro

(BAComms) – Account Director

Tania is a specialist communications consultant with over 20 years’ experience working with global and local brands to develop strategic marketing and communications campaigns. She is passionate about purpose driven campaigns with recent work in rural mental health, environmental sustainability and organic farming practices for clients including Woolworths, Westpac Agribusiness, Case IH Australia, CopRice and RIRDC Rural Women’s Award. Tania has spent a large part of her career working in multinational PR agencies leading teams across healthcare, technology, agriculture and agribusiness, consumer and B2B clients.

Katie Paynter

Account Director

With more than 20 years’ public relations experience, Katie has delivered stakeholder engagement, investor relations and communications strategy development services to a broad range of sectors including government, utilities, technology and insurance. Katie is a results-focussed communicator with strong written, verbal and interpersonal skills. Prior to joining Seftons, Katie managed communications for several ASX listed companies and worked in a public relations consultancy in Melbourne.

Kerin Heatley

Account Director

Kerin is a communications professional with 12 years’ experience in Brisbane, Sydney and London. She has delivered a broad range of communications services in senior roles representing global consumer brands and industry groups. During her career Kerin has worked with clients including Grains Research and Development Corporation, NSW Department of Education, Subway, Australian Beverages Council, Unilever, Sanofi, Bunnings, Stockland, Suncorp/GIO, McDonald’s, and Queensland Health. She has expertise in stakeholder mapping and engagement strategy, consumer marketing campaigns, sponsorship management, digital and social media management.

Toni Nugent

Account Director

Toni is an experienced engagement and communications specialist with over 25 years’ experience in the agricultural industry and regional Australia. Toni has extensive networks (private and public sectors) working with key stakeholders including producers, researchers, farming systems groups, research and development corporations, growth centres and international research organisations. With a strong focus on strategic planning and organisational outcomes, stakeholder and community engagement, Toni understands what is required to foster relationships, enabling effective communication. Toni has developed her writing and editing throughout her career, employed for 11 years with the Kondinin Group as Research Coordinator and sub editor for their flagship publication Farming Ahead and has edited numerous books. Based in Wagga, Toni thrives in fast paced environments and has a proven track record in managing a broad range of complex projects, with multiple stakeholders at both regional and national scale. Toni has a degree in Agricultural Science and Graduate Diploma in Education.

Virginia Johnstone

Account Director

Virginia Johnstone’s career in public relations spans more than 15 years and includes agency and in-house experience in Australia and the UK. She has a solid track record in strategy and planning, media and stakeholder relations, issues and crisis, project management, writing and editing, social media management, brand image and business profiling, sponsorship leverage and media training. Virginia has worked across a variety of sectors on both business-to-consumer and business-to-business campaigns for well-known brands and organisations.

Lauren Harte

Account Director

Lauren is a senior media and communications specialist with two decades of experience in broadcast journalism and project management, communications and government relations. Her specific sector experience includes rural and regional affairs, agriculture, health, arts, planning, sport and small business. Prior to joining Seftons, Lauren worked in senior media and communications management roles with the NSW Government including the NSW Small Business Commission, Department of Premier & Cabinet, NSW Health and the Department of Planning and Environment. Lauren is also an experienced senior journalist and has worked for Nine News and the ABC, including the flagship rural affairs program Landline. Lauren is an exceptional communicator, critical thinker and a strong project manager. Lauren holds a Bachelor of Journalism.

Sonia Morris

(BA Comms) – Senior Account Manager

Sonia is a communications and public relations specialist, with a career spanning over 20 years throughout Australia and in Asia. She has developed her extensive skills set through working with numerous public relations and communication agencies and managing their portfolios of domestic and international clients.
Sonia’s career background includes publishing, communications and extensive work with and within the media sector. She has a passion for meeting people and is a strong communicator who has extensive experience with integrated brand management, media relations, stakeholder relations, hosting events, corporate and consumer communications, corporate social responsibility initiatives and sponsorship leveraging. Her varied sector experience includes the agribusiness, aviation, sharing economy, mining, construction, tourism, technology, corporate, manufacturing, financial, retail and healthcare sectors.

Alexandra Macaulay

Senior Account Manager

Alex is a communications professional with over 20 years’ experience in growing community engagement, increasing brand awareness and developing strategies to realign the marketing and communications operations of businesses with which she has been involved. Alex’s diverse experience has been across the NFP sector, educational institutions, and associations, in both Australia and Asia. Alex has extensive experience in communications, social media, event and project management and stakeholder relations.

Kylie Galbraith

(BBus Comms – Journalism) – Account Manager

Prior to starting at Seftons, Kylie worked as a journalist for more than 20 years, writing for a raft of regional newspapers and developing an intimate understanding of, and passion for, rural and regional Australia. She reported on local government, federal and state politics, education, health and law and order, and developed an appreciation for the issues affecting these sectors and how they impact on country communities. Her final newsroom role was as chief-of-staff for then Fairfax regional daily The Northern Daily Leader, where she worked for 15 years, helping set the news agenda for the publication and drive campaigns for positive change in the local community. Since starting at Seftons, Kylie has used this knowledge and the skills learned as a reporter to develop and undertake media relations activities and campaigns for a host of not-for-profit organisations, government agencies and private enterprise, while also helping to design communications and issues management strategies. Kylie contributes across client social media and event management activities, and has assisted with community consultation and stakeholder engagement projects.

Kimberly Townsend

Account Manager

Kimberly has joined Seftons with a background in agriculture, having previously worked as an Animal Nutritionist and Area Sales Manager with a leading multinational feed and FMCG company. Kimberly has had exposure across a range of agriculture industries, research institutions and directly with the farming community. Kimberly enjoys working with clients, understanding their needs and tailoring solutions to meet their communication and PR goals. Kimberly is based in Tamworth and was raised on a mixed farming property in central west NSW, which has greatly shaped her interest and passion in agriculture, providing her with direct insight into factors impacting regional Australia.

David Attwood

Account Manager

David is a customer operations and business transformation professional with more than 20 years’ experience across manufacturing, agriculture, aviation, government, transport, BPO and health technology. His core skills relate to stakeholder engagement, customer experience and satisfaction, strategic business analysis, as well as project, change and operations management. David is passionate about delivering customer success and continuous improvement. He joins the Seftons’ team as a project manager and leading stakeholder engagement for key clients. David has a Bachelor of Applied Sciences majoring in Metallurgy & Process Control and a Post Graduate Diploma in Computing.

Mitchell Hughes

Account Manager

Mitchell is a sheep and beef producer at Armidale NSW and brings a strong agricultural background and problem solving capacity. With more than 10 years experience working in many agricultural industries including cropping, irrigation, livestock and horticulture in New South Wales, Victoria and Tasmania, he understands the industry and all levels of the supply chain. Mitchell is a director of an agtech company and also undertakes volunteer work within the industry.

Mary Ryan Garnett

Account Coordinator

Mary Ryan is an experienced communications and administration specialist with over 30 years’ experience in leadership and management roles across the hospitality and finance industries within not-for-profit and small-medium enterprises. Mary’s role at Seftons requires her to work closely with local government and community organisations, drawing on her exceptional project management and community consultation expertise. Mary is Tamworth based and has a passion for regional and rural Australia.

Lara Britnell

Senior Team Administration

Lara has 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 & construction and IT. Lara enjoys using systems and process to gain efficiencies and improve the experience of both staff and clients. Lara is an integral member of the Seftons team working closely with our Chief Financial Officer.

Cathryn Fuller

Team Administration

Cathryn has a breadth of experience in account coordination, administration and office management having worked with a wide range of clients in many industry sectors including legal firms, universities and government departments. Cathryn’s extensive experience coupled with a Bachelor of Commerce enables her to help us with our clients’ projects by improving systems and processes and generally ensuring all aspects of the project run smoothly.