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) – Account Director

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) – Account Director – Operations Director

With a background in agriculture and agribusiness, Laura has extensive experience in agri-marketing and communications, media relations, strategy, digital and social media and event management. Prior to joining the team, 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. In addition to her role as Account Director, Laura also manages business operations.

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.

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.

Deb Kerr

(BMgmt) – Account Director

Deb is an experienced and capable professional with a track record of achieving outstanding business outcomes within an environment of constant change. Deb delivers strategic outcomes across a diverse range of functional areas, is an effective relationship builder, lateral thinker, and strategic planner. Deb is politically astute, consultative, and highly skilled at identifying opportunities to improve outcomes for multiple stakeholders. With over 35 years’ experience living in rural NSW and working in and on behalf of the agricultural industry, Deb also has a deep and abiding understanding of the issues faced by rural and regional Australia and its diverse range of stakeholders.

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.

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.

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.

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.

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.

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.

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.

Olivia Royle

Digital Marketing Consultant

With a background in marketing, Olivia has extensive experience in digital marketing, social media marketing, strategy and search engine optimisation. Prior to joining the team, Olivia worked with Yahoo7, her first in-house role after 5 years of working with numerous digital agencies across multiple blue chip clients.

Mikala Dickie

Consultant

Mikala joins Seftons with varied experience in a range of media, event and facilitation projects having worked with an extensive range of clients particularly in the agriculture and public sector. Originally from Tamworth, Mikala was previously based in Sydney working with Inglis as their property marketing coordinator and events and venue coordinator, gaining knowledge and exposure to a variety of international and domestic clients associated with the agricultural industry. Complementing her varied experience, Mikala is in the final stages of completing a Bachelor of Communications.

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.