Siobhanne Sweeney
Sydney
Summary
Accomplished Director of Media and Communications with over 15 years of experience in shaping influential media strategies and managing crisis communications for prominent global brands and public organisations. Expertise includes strategic communications planning, media relations, and stakeholder engagement, consistently aligning initiatives with overarching business objectives to enhance reputation and drive growth. Proven success in leading diverse teams within complex regulatory environments and delivering integrated campaigns that resonate in both political and public spheres. Committed to fostering organisational resilience and influence through compelling narratives and impactful communication strategies that inspire action and engagement.
Overview
16
16
years of professional experience
5
5
Certification
Work History
Director, PR & Media Relations
BBR Group
Sydney
03.2024 - 08.2025
- Directed comprehensive PR and media strategies for in-house and client portfolios, including campaign creation, stakeholder engagement, and narrative development for brands such as ASICS, Visit Britain, Ferrero Rocher, Stan, Val Morgan, French Consulate, Arnott’s, Allen’s, and Poliakoff Vodka.
- Guided cross-functional teams of staff, interns, and contractors across digital platforms, social media, and content creation, fostering integrated and impactful communications.
- Developed and executed 360 media strategies for major events like Bastille Festival (The Rocks, Circular Quay, Adelaide), Mov’in Bed Beach Cinema, Ghost Festival, Raclette Igloo Experience, and Xmas in July Festival, securing widespread editorial coverage through targeted pitching and tailored messaging.
- Served as lead media strategist/publicist for Destination Southern Highlands under Destination NSW, crafting place-branding narratives and securing high-impact coverage in travel, lifestyle, food, and business media; launched a landmark tourism video campaign, revitalizing regional visibility and supporting local economies.
- Managed crisis communications for large-scale festivals with government partners (e.g., National Triangle ACT, NSW Government, City of Melbourne), developing response frameworks for 600,000+ attendees, including 250+ scenario-based holding statements aligned with legal and emergency protocols.
- Acted as Privacy Officer, overseeing compliance, issue resolution, and policy development for public-facing materials to ensure governance and stakeholder trust.
- Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.
National Corporate Communications Manager (Contract)
FUJIFILM Australia
Sydney
03.2023 - 03.2024
- Established FUJIFILM Australia’s Communications Department, creating governance frameworks for internal and external operations across media, B2B, digital, Medical Imaging and AI sectors in a regulated environment.
- Designed and implemented communication strategies to ensure brand consistency and secure positive media placements across relevant platforms.
- Launched a SharePoint intranet and Comms Hub app to centralise information, enhance employee engagement, and provide resources on branding and media training.
- Provided strategic crisis and issues management to C-suite executives on media crises, leadership transitions, and regulatory challenges; led internal communications for restructures and cultural realignments.
- Authored executive speeches, reports, and investor communications, collaborating with Legal and Finance for accurate sustainability disclosures.
- Built stakeholder relationships with industry, media, and government; implemented sentiment monitoring systems and worked cross-functionally for unified messaging.
- Capitalised on carefully built media relations to enhance outreach and public image.
- Improved overall message consistency by creating and enforcing corporate communication guidelines across all departments.
Senior Communications & PR Manager (Contract)
FIVE BY FIVE Global
Sydney
04.2022 - 03.2023
- Delivered end-to-end PR programs for high-growth clients like PayID, Lenovo, NBN, and Intel, serving as primary contact and ensuring consistent service delivery.
- Provided issues management and messaging frameworks aligned with marketing, legal, and risk teams; secured targeted media coverage to elevate visibility.
- Created integrated earned/owned/paid strategies for narrative consistency; advised Diraq Quantum Computing on investor campaigns, contributing to $100M+ in funding.
- Anticipated issues, conducted stakeholder mapping, and developed engagement strategies; designed growth-oriented initiatives integrating PR, social, and marketing.
- Directed media for high-profile events, including a World Cup charity event hosted by Mel McLaughlin, managing VIPs and live coverage.
- Managed crisis communications, mitigating potential damage to company reputation.
- Coached executives on media appearances, ensuring consistent messaging and polished delivery.
Strategic Media Relations Advisor
Freelance
Sydney
05.2021 - 04.2022
- Developed investor communications frameworks for ASX-relevant updates, AGMs, and policy releases for investment-seeking clients.
- Delivered executive media training and crisis playbooks; managed live issues involving legal actions and policy disputes.
- Provided daily media analysis and perception reports to boards; collaborated with Public Affairs, IR, and Sustainability teams for integrated messaging.
- Maintained up-to-date knowledge on industry trends and regulations, ensuring accurate advice was provided to clients at all times.
- Managed risk effectively by closely monitoring client portfolios and making timely adjustments.
- Conducted in-depth market research to identify emerging trends, enabling clients to capitalise on new investment opportunities.
- Improved client retention rates by developing and implementing comprehensive advisory plans tailored to individual needs.
Global Director of Communications
uniquemediaPR
Sydney, Los Angeles, London
01.2013 - 04.2021
- Led global communications, reputation advisory, and public affairs; managed PR response during the HuffPost–Uber scandal, implementing effective reputation repair strategies.
- Advised the Catholic Church of Australia during the George Pell trial, focusing on internal communications and spokesperson training.
- Developed global brand frameworks for tech, media, health, lifestyle, and tourism clients; authored executive content; expanded agency with new offices in Los Angeles and London.
- Managed cross-border campaigns, internal processes, and P&L; implemented analytics for data-driven strategy refinements.
- Secured top-tier media placements in global outlets (e.g., The New York Post, CBS, HuffPost) and Australian platforms (e.g., Studio 10, 9News).
- Managed campaign logistics, from press releases to event strategies, ensuring alignment and preparedness.
- Crafted resonant pitches and monitored trends for opportunities and risk management; ensured team messaging consistency.
- Developed innovative marketing campaigns for global audiences, increasing brand awareness and customer acquisition rates.
- Coordinated international events and conferences, showcasing the company''s expertise and fostering relationships with potential clients and partners.
- Developed comprehensive business strategies for international expansion, resulting in significant growth in market share.
- Enhanced global operations by streamlining communication channels and implementing efficient collaboration tools.
FX & CFD Senior Corporate Account Manager (Contract)
RealityFX
Sydney
05.2011 - 05.2012
- Managed high-value client relationships in FX trading, delivering education and risk strategies while ensuring clear communications in volatile markets.
- Enhanced investor-focused messaging for strategic client positioning.
- Developed tailored communication strategies to align client objectives with market opportunities.
- Analysed market trends to provide actionable insights and informed decision-making.
- Collaborated with cross-functional teams to optimize client engagement and service delivery.
- Reduced account attrition rate with proactive issue identification and swift problem resolution measures.
- Improved overall financial performance by analysing data trends, identifying areas for improvement, and implementing impactful solutions.
- Exceeded sales targets consistently through diligent prospecting, effective negotiation, and relationship-building efforts.
FX & CFD Corporate Account Manager
AFEX
Sydney
07.2009 - 04.2011
- Delivered market insights and advice to HNW clients, building trust through transparent communication and risk tools.
- Translated complex data into accessible reports for sustained client engagement.
- Optimised account profitability by closely monitoring financial metrics, adjusting pricing strategies as needed based on market conditions or competitive pressures.
- Expanded market share by identifying new business opportunities and engaging in strategic negotiations with potential clients.
- Secured competitor business via strategic marketing, service programs, and promotions.
- Retained a high percentage of existing accounts through proactive relationship management efforts and excellent customer support services.
Education
Tier 1 RG146 Accreditation - Australian Financial Services Licence (AFSL)
AFMA
AFMA09.2009
Tier 2 RG146 Accreditation - Australian Financial Services Licence (AFSL)
AFMA
AFMA09.2009
Skills
- Strategic Communications Planning
- Media Relations and Press Outreach
- Crisis Communications Management
- Digital Marketing and Social Media Strategy
- Content Creation and Brand Storytelling
- Team Leadership and Stakeholder Engagement
- Budget Management and Campaign Optimisation
- Verbal and written communication
- Legal and regulatory compliance
- Partnerships and alliances
- Government relations
- Investor relations
- Problem-solving and Analytical thinking
Certification
- OAIC Privacy Impact Assessments (Privacy Officer)
- Australian Digital Advertising Practices Proof of Knowledge
- IAB Advertising Effectiveness Fundamentals
- BBC Media Training Train the Trainer
- Advertising and Promotion by ACCC
- Buying and Selling Products & Services by ACCC
Training
- OAIC Privacy Impact Assessments (Privacy Officer)
- Australian Digital Advertising Practices Proof of Knowledge
- IAB Advertising Effectiveness Fundamentals
- BBC Media Training Train the Trainer
- Advertising and Promotion by ACCC
- Buying and Selling Products & Services by ACCC
Timeline
Director, PR & Media Relations
BBR Group
03.2024 - 08.2025
National Corporate Communications Manager (Contract)
FUJIFILM Australia
03.2023 - 03.2024
Senior Communications & PR Manager (Contract)
FIVE BY FIVE Global
04.2022 - 03.2023
Strategic Media Relations Advisor
Freelance
05.2021 - 04.2022
Global Director of Communications
uniquemediaPR
01.2013 - 04.2021
FX & CFD Senior Corporate Account Manager (Contract)
RealityFX
05.2011 - 05.2012
FX & CFD Corporate Account Manager
AFEX
07.2009 - 04.2011
Tier 1 RG146 Accreditation - Australian Financial Services Licence (AFSL)
AFMA
Tier 2 RG146 Accreditation - Australian Financial Services Licence (AFSL)
AFMA