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July 23, 2025
Annabel
Acton
she/her/hers
Director Strategy
Victoria
Brand statement
Creative strategist on a mission to inject imagination into business
Career Journey
Career Story
I am a creative strategist. I live for big thinking, innovation and creative slants on business problems.
I have worked in London, New York and LA - as an innovation and brand consultant advising Fortune 500 companies on their innovation and growth agenda. My remit also spans helping companies organise for innovation by reimagining key processes and embedding a culture that promotes creativity.
While in NYC, I also launched my own startup, Never Liked It Anyway, which started as an ecommerce business before scaling into an entertainment platform.
Upon my move home to Australia, I moved into the investment space; advising portfolio companies on their growth strategies while also assessing inbound deal flow through a consumer lens.
My love of startups runs deep. I jumped at the opportunity to build Maestro from the ground up and am passionate about helping top performers design careers that work for them.
Career Highlight
Career Goal
Experience
Experience 1
Experience 2
Experience 3
[ { "role": "Founder & Partner ", "company": "Maestro ", "endYear": "", "endMonth": "", "location": "Melbourne ", "startYear": "2024", "startMonth": "10", "currentRole": true, "description": "Reimagining the way the world works " }, { "role": "Founder & CEO", "company": "Never Liked It Anyway", "endYear": "", "endMonth": "", "location": "New York, Los Angeles, Melbourne", "startYear": "2012", "startMonth": "1", "currentRole": true, "description": "Created and launched an e-commerce platform that became a cultural sensation. Spearheaded growth agenda and led the company to a book, product and TV deal." }, { "role": "Strategy Director ", "company": "Deloitte ", "endYear": "2025", "endMonth": "4", "location": "Melbourne ", "startYear": "2022", "startMonth": "6", "currentRole": false, "description": "Ran brand led transformation for key clients." }, { "role": "Junior Partner ", "company": "Kin Group ", "endYear": "2021", "endMonth": "8", "location": "Melbourne ", "startYear": "2018", "startMonth": "1", "currentRole": false, "description": "Ran brand and innovation strategy for portfolio companies. Brought brand perspective into acquisition deals." }, { "role": "Lead Inventor ", "company": "?What If! Innovation ", "endYear": "2015", "endMonth": "3", "location": "New York ", "startYear": "2012", "startMonth": "1", "currentRole": false, "description": "Developed new roadmap, revenue and commercialisation strategies for global brands like PepsiCo, RSA & Abbott. This\nwork also included helping teams organise for innovation; by teaching the right behaviours and reinventing key innovation processes and structures." } ]
Career & Personal Growth
My career goal is...
Stand up for creativity! I have instilled a unified way for measuring creativity inside organisations and connected it to sustainable growth.
My personal goal is...
Be able to choose ONLY the projects that I find the most fascinating and where I think I can have the most impact.
Vision of Success
What success looks like to me..
Choosing the work I love, with people I enjoy with enough in the tank for personal and passion projects
In five years time, I want to be...
At the launch of a Never Liked It Anyway movie!
Pursuits
What I want to make or do...
Strategies that actually terrify clients!!
I want to take on more...
Challenges that require bravery and risk
Red Flags & Focus Areas
Stop me if I ever...
Work 5 days a week for someone else
I want to take on less..
Project work with layers of stakeholder bureaucracy.
Work Preference
Prefered Working Location
Melbourne, VIC
Work Preference
WIP
Expertise & Skills
Primary Expertise
Strategy
Secondary Expertise
Innovation
Seniority Level
15 - 20 years
Key Skill
Brainstorming,Clarity,Confidence,Creativity,Design principles,Emotional Intelligence,Innovation,Leadership,Marketing,Passion
Impact
What type of impact are you interested in making?
Solving thorny problems with creative, contrarian and challenger thinking
Impact By Numbers
5
Cities worked in
30+
Brands created and evolved
11
Products/brands launched
Flair
I marry commerciality and creativity in a way that gets non-believers across the line.
Beyond the Bio
Fun fact 1
When I’m not working, you’ll find me Checking out the latest theatre production
Fun fact 2
When I was young, I wanted to be a An actress!
Fun fact 3
My dream vacation is The Northern Lights at Christmas time
Learning
Sydney University - Media and Comms. Distinction Average.