Robbie Sefton, Director
Robbie has a dual investment in rural Australia, as a producer running a farm business involved in wool, meat and grains and as a communications director of a national and specialist public relations agency catering to clients who need to communicate with rural, regional and remote Australia.
Robbie Sefton is a communication specialist committed to the future prosperity of rural and regional Australia.
Having worked with media, government, private companies and industry over the past 15 years, Robbie possesses a wide range of strategic communication skills including issues management, media relations, training, corporate image and brand identity, leadership, sponsorship and special interest/advisory group expertise.
Prior to forming Sefton & Associates Robbie worked in marketing, public relations and communications in corporate Australia.
Awards:
• 2002 RIRDC NSW Rural Woman of the Year.
Current professional appointments:
• Member of the Regional Women’s Advisory Council advising the Federal Government on issues affecting women in regional, rural and remote Australia (since 2006).
• Board member of the NSW Australia Day Council (since 2006).
Lisa Roberts, General Manager
Lisa Roberts has more than 15 years experience working in natural resource management. Most recently she was General Manager of Border Rivers-Gwydir Catchment Management Authority.
As General Manager of Sefton & Associates, Lisa is responsible for the management of the team and overviews all client projects, ensuring client expectations are met every time. Lisa’s expertise in natural resource management also assists client’s requiring strategic planning, technical writing and an understanding of the processes and policies involved in government and environmental management in rural Australia.
Annabelle Hillsdon, Senior communication specialist
Following eight years with one of Australia’s largest public relations consultancies (Professional Public Relations), communication specialist Annabelle has brought her experience in integrated communication expertise with multinational clients to benefit rural and regional audiences.
Annabelle has significant experience with metropolitan and regional consumer public relations campaigns creating and managing projects for clients including; McDonald’s, Retravision, Bacardi, Westpac, Bombay Sapphire, Red Nose Day and Planet Ark. With Sefton & Associates, Annabelle manages consumer media campaigns such as the Westpac regional and rural business banking communication activities. Over a 12 month period, the Westpac media relations campaign results have increased 250% on previous years’ activities.
Karyn Lemon, Senior Consultant (Sydney-based)
Karyn has more than 16 years experience working in communication for a wide variety of high profile national brands and organisations.
Karyn has worked with Sefton & Associates for more than four years across a broad range of clients including The Gardiner Foundation, Murrumbidgee Irrigation, Border Rivers Gwydir Catchment Management Authority and Meat & Livestock Australia.
Prior to this, Karyn worked as the director of the consumer team in a large Sydney public relations consultancy for some 10 years. In this role Karyn developed and implemented communication programs for many high profile clients such as McDonald's Australia, OPSM, Retravision, Caltex, LEGO and Bacardi.
Karyn continues to work with McDonald’s Australia and is currently writing her third corporate social responsibility report for the company. She also tutors in the undergraduate Public Communication degree at the University of Technology, Sydney.
Jesse Blackadder, Senior writer and analyst
Jesse Blackadder has worked as a writer specialising in NRM and sustainability for more than 16 years. She has edited and written more than 30 significant publications such information booklets, research reports, case studies, annual reports, education kits and yearbooks. She was commissioned by the Department of Agriculture, Fisheries and Forestry to edit and write its 2008 publication Making a Difference, an illustrated book about 20 years of Landcare. Jesse is experienced in analysing and integrating complex sources of information, such as drawing on the results of +170 submissions and 12 workshops to prepare a detailed, clearly written report on the public consultation for Australia’s National Biodiversity Strategy in 2009. She recently edited the MDBA’s issues paper Development of Sustainable Diversion Limits for the Murray-Darling Basin and is currently working on the report resulting from public consultation (meetings and written submissions) of that issues paper. Jesse is also an award-winning fiction author and a widely published freelance journalist.
Susan Sims, Commercial manager
Susan joined Sefton & Associates as commercial manager and is responsible for project management for key clients’ accounts.
Susan has a Masters of Transport Management from the Graduate School of Business, University of Sydney, a Bachelor of Economics from the University of New England and has also completed her Certificate IV in Workplace Training & Assessment.
Susan gained broad geographic and industry knowledge across Australia in her role as sales & marketing manager for QantasLink. Most recently, Susan worked with Pacific National as their commercial manager where her role involved high level contract negotiation, account management and business development with bulk grain and container freight customers across NSW and Victoria.
Susan is also an active partner in a beef cattle and cropping enterprise on the Liverpool Plains and Deputy Chair of Tourism Tamworth.
Client projects completed while at Sefton & Associates include strategic communication programs, stakeholder relations, media relations or event management & promotion for the Australian Horse Industry Council, Namoi Catchment Authority, NSW Department of Primary Industries, Meat & Livestock Australia, Westpac, NSW Rural Lands Protection Boards, the Australian Limousin Breeders’ Association and Australian Wool Innovation. Susan was one of 100 delegates who participated in the Future Directions for Rural Industries and Rural Communities stream at the 2020 Summit in Canberra in April 2008.
Rebecca Ryan, Senior consultant
An award-winning journalist and public relations practitioner, Rebecca has managed significant communication campaigns for Sefton & Associates over the past seven years, including Meat & Livestock Australia’s More Beef from Pastures, Drug Action Week, National Young Farmers Forum 2007, Telstra Country Wide, Plant Health Australia, Animal Health Australia, Grain & Graze and NSW Farmers’ Association. In 2004 the National Plant Health Awareness Campaign managed by Rebecca for Plant Health Australia was awarded the PRIA Golden Target Award for excellence in Community Communication. Rebecca has been integral to the implementation of the Sefton & Associates leadership program Creating Rural Leaders.
Heidi Smith, Consultant
Heidi Smith brings both practical and theoretical agricultural skills to the Sefton & Associates team. Majoring in Agricultural Economics, Heidi’s degree has equipped her with skills in rural and commercial business management, marketing agricultural products and services and research.
Heidi has strong oral and written communication skills and is experienced at communicating with producers and others working in rural industries.
Simone Ham, Account Coordinator
Simone Ham is an Account Coordinator at Sefton & Associates and has been an integral part of the team for more than two years. She is responsible for internal resource support to the national team with a focus on event management and stakeholder engagement.
Simone’s strengths stem from her business administration qualifications and experience. Her organisation, project coordination and communication skills provide key support for the Sefton & Associates team. Experience in planning for facilitation and events, managing budgets, ensuring all details are considered and reporting to clients are daily requirements.
