About Me
Why I started mentoring and coaching women in business
As a migrant female trying to make my way up the ladder in a male-dominated industry and then becoming an entrepreneur, there were many challenges that I had to overcome. I had to work on finding my ‘voice’ (both in the literal and figurative sense).
This became more pronounced as I embarked on my entrepreneurial journey and even in management positions in my corporate career.
I struggled with self-doubt and confidence for years. This then rippled onto my career and I made bad decisions when it came to money and relationships. As much as those experiences were painful, I’m incredibly grateful for them, as they have led me onto my journey of personal development. Along my journey, I've uncovered and learnt tools and techniques such as Neuro-Linguistic Programming (NLP) for powerful self-transformation. I've had to face my demons, un-useful limiting beliefs that I thought were my identity. Shifting those beliefs and adopting a completely new take on how I see myself and the world are what helped me to finally step comfortably into accepting who I really was.
Having had the privilege to cross-paths with so many amazing female founders and professionals, I know that the challenges I've faced are not uncommon. It's my purpose to support other professional women so that they can unleash their full potential without being held-back by sabotaging self-talk and un-useful limiting beliefs.
I'm now a confidence coach supporting ambitious women to show up fully, speak boldly, and lead unapologetically.
My experience at a glance
My Story
The beginning
I started working in Marketing in Singapore straight out graduating from the University of Canberra in 2002 and worked in marketing agencies there for about 2 years before moving to Australia.
The move to Australia
So, from 2004, I continued my career in marketing here. Shortly after starting my new life in Australia, I worked with some of the world’s most recognised brands such as Apple, Microsoft, CBA, Tourism Queensland and Johnson and Johnson’s.
My Sydney marketing agency
We worked with clients like ING Direct, Tropfest and Pizza Hut, and ran the business successfully for a good 6 years.
After 6 successful years in business, we decided that it was time to sell our share of the agency to pursue other opportunities, and create more time to spend with our two young daughters.
Even though starting a business was one of the toughest things I’ve ever done, it helped spark my entrepreneurial spirit. Once you’ve had a taste of being your own boss, let’s just say life will never be the same again.
The move to direct consulting
I then became an independent marketing consultant in 2017, working with startups and SMBs.
The Sunshine State
But this turned out to be a good move, I soon started work as an Account Director with a leading digital marketing agency in Brisbane. I’ve remained within that digital marketing agency ever since, using my experience and strategy to help businesses across all industries to achieve their marketing and business goals, from the big name brands to new start ups.
I am very fortunate to be working with an amazing team in my current role.
Going back to full-time employment hasn’t put a standstill to my entrepreneurial dreams however. It has actually helped to light a fire up my bum and got me focused on pursuing my purpose.
I've also recently completed my certification in NLP and Time Line Therapy in 2024 and looking to continue my education in this space in 2025.
Mentoring, speaking and awards
I was shortlisted as a finalist for the B&T 2022 Women in Media awards, and selected as one of 35 participants for the first Cohort of the Anyone Can Entrepreneurship program for BIWOC founders.
Outside of work and mentoring
My professional speaking
- Panel speaker - Multicultural Small Business Expo 2022 and 2023
- Panel speaker - Multiculturalism in Entrepreneurship 2022 and 2023
- Guest Speaker - ‘Step into Failure’ - Women of Culture in Business Event 2022
- Guest Speaker - ‘Brisbane Young Club’ Event Jan 2024
Awards & accolades
- 2026 Finalist (Women Leadership Empowerment - IWD Multicultural Women's Awards
2022 B&T Women in Media Awards Finalist - Client Services - 2016 ESOP AWARD
- 2016 GEO AWARD GEO Communications Awards
- 2016 GOOD DESIGN AWARD GOOD DESIGN Australia
- 2015 aWWWards - Brambles MyShare Microsite Award
Certifications
- 2024 Certified NLP & Time Line Therapy Practitioner - Evolve & Relaunch
What people I’ve worked with have to say about me
Ali provided solid advice about my career transition, offering insightful advice and practical tips for my interviews. Initially, I struggled with confidence and felt unprepared to express myself effectively. However, Ali played a crucial role in reshaping my mindset, providing a wealth of supportive and positive encouragement.
She is undoubtedly a great listener who understands my specific concerns thoroughly, ensuring that her suggestions were precisely to address my challenges. Following our meeting, I now approach interviews with more confidence, ready to tackle any challenge. I am genuinely grateful for her guidance.
Thank you so much, Ali!
Working with Ali has been an absolute pleasure. Her warm and approachable demeanour makes her incredibly easy to work with. She creates an environment where questions are welcome, discussions are open, and learning is enjoyable.
Her mentorship has been transformative, and I am grateful for the opportunity to learn from her. I wholeheartedly recommend her to anyone seeking a mentor who is knowledgeable, trustworthy, encouraging, and always available.
