UWA Marketing Industry Advisory Group

Dr Claudia Amonini

Co-Founder and Principal, Painted Dog Research

Dr Claudia Amonini is a social marketing and research strategist with over 25 years’ experience helping organisations better understand people, markets and decision-making. She is a Co-founder and Principal of Painted Dog Research - a leading Australian research and strategy consultancy.

With a PhD in Social Marketing, Claudia specialises in translating complex human behaviour into clear, practical guidance for strategy, communications and decision-making. She has worked across government and big commercial brands, helping organisations make more informed decisions about audiences, positioning, messaging, offerings and investment.

Claudia brings a strong evidence-led perspective to the Marketing Advisory Group, with a particular interest in how research can strengthen marketing effectiveness, support better decision-making and create more meaningful connections between organisations and the people they serve. She feels really passionate about inspiring the next generation of researchers and strategists - and looks forward to strengthening the connection between industry and education to enable that.

Kate MacKinnon

Founder & Director, KINN Group

Kata Perth-based communications and events business comprising KINN Agency and KINN Events. With 20 years of industry experience across the arts, culture, tourism, entertainment, hospitality, and retail sectors, Kate specialises in strategic marketing, creative campaign development and execution, public relations, digital and content marketing, influencer strategy and management, and event production.

Prior to establishing KINN Group, Kate held roles with WA’s largest event promoter Mell Events, Seven West Media, LION Nathan, and Tourism Western Australia, building deep expertise in strategic communications, brand building, and partnerships. Her client portfolio spans some of Western Australia's most recognised names, including NightOwl Entertainment, The Lodge Wadjemup, FOMO Fremantle, Tourism WA, Optus Stadium, Bankwest, Gourmet Escape, and 20th Century FOX.

Kate brings a practitioner's perspective to marketing strategy, with particular strengths in integrated campaigns, experiential marketing MacKinnon is the founder and director of KINN Group,, and connecting brands with audiences across diverse industries.

Beyond client work, Kate is actively exploring the ethical and sustainable application of AI in marketing practice, with a firm belief that technology should serve human creativity and connection, not substitute for it.

Hannah Muirhead

Founding Strategy Partner, Chapter Brand Leadership

Hannah is a brand strategist with over 20 years' experience building enduring brands for some of Australia's most trusted organisations - including Tourism WA, RAC, Road Safety Commission, Bankwest, NRMA, Arnott's, Woolworths, HBF and UWA among others.

She has led brand and marketing strategy across financial services, tourism, retail, healthcare, education and government, and has won multiple Gold Effie Awards for effectiveness across Australia and the Asia Pacific.

Hannah is the Founding Strategy Director of Chapter Brand Leadership, an independent agency that builds brand platforms and campaigns that drive long-term growth for ambitious organisations.

Larissa Somm

Senior Strategy Director, Metrix Consulting

Larissa has over 25 years’ experience across marketing, advertising and research. She specialises in brand, communications and customer insight strategy, working with government and commercial organisations to design research that informs clearer, smarter decisions. Her expertise includes brand tracking, campaign evaluation, positioning and audience segmentation, with a focus on translating complex data into practical action. Larissa brings a rare blend of client-side and agency experience, and is passionate about strengthening the connection between industry and academia.

Veronika Gouskova

Co-Founder and Managing Director, 29Blinco

Veronika is a marketing and communications leader with experience in management and consulting services; public relations and communications; marketing and brand management; and social impact.

She is Co-Founder and Managing Director of boutique research and marketing consultancy, 29Blinco, serving pro-planet businesses.

Veronika started her career in professional services and risk management consulting with PricewaterhouseCoopers where she was responsible for audit and compliance services to clients in the resource and government sectors. Among other clients, she worked with the Australian Energy Market Operator (previously NEMMCO) on compliance reviews with energy generators and retailers.

Later, she managed marketing and communications for Bionic Vision Australia. In this role, she oversaw the communications, positioning, media launch and public announcement of the first patient trials of a bionic eye in Australia – a landmark achievement towards a medical device that restores vision.

Next, Veronika held a series of executive leadership roles at Scitech where she led a team of 12 marketers, PR professionals and creatives. Prior to co-founding 29Blinco, Veronika was Executive Manager, Partnerships and Advocacy where she was responsible for a portfolio of ~$4M of social impact corporate partnerships with Tier 1 companies in the resource sector including Rio Tinto, Woodside, Chevron, Shell and Alcoa.

Veronika holds a Bachelor of Commerce with a specialisation in Economics from the University of Melbourne and a Master of Communication with specialisation in public relations and social impact from RMIT University.

Luke van der Beeke

Founder and Managing Director, The Behaviour Change Collaborative (The BCC)

Founder and managing director, in addition to being an internationally respected expert in social marketing and behaviour change. With nearly 30 years’ experience, he has led the design and delivery of evidence-based behaviour change programs across health, social and environmental sectors for governments, NGOs and global agencies, including the World Health Organization and the European Commission.

A former Director of the UK’s National Social Marketing Centre, Luke has played a leading role in advancing social marketing practice globally, including contributing to landmark initiatives on health inequalities and social determinants of health.

Luke specialises in applying behavioural science and deep consumer insight to strategy, campaign design and system-level change. Through The BCC, he has built a globally recognised social enterprise focused on harnessing lived experience to inform more effective, equitable and community-led outcomes.

He is an Adjunct Research Fellow at Curtin and Griffith Universities and actively contributes to the advancement of social marketing through advisory roles, board memberships and international collaborations.

Matthew Etheridge

Communications Manager, Woodside Energy

Matthew is a marketing and communications leader specialising in brand strategy, digital engagement and reputation management. As Manager, Communications at Woodside Energy, he leads on brand storytelling in social and digital communications.

He has contributed to major brand platforms including the Challenge Accepted program and Good for WA campaign, translating strategic narratives into integrated, audience-led campaigns. His expertise spans campaign strategy, media and digital transformation, with a focus on building trust and engagement at scale.

Matthew is particularly interested in how organisations build enduring brands, navigate misinformation and adapt marketing approaches in response to the growing influence of AI and new media.