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Resume Full – Sophie Anne Bartho


Sophie Anne Bartho

A serial entrepreneur, Director and accomplished business owner who drives corporate change via the values and ethics inherent in the company’s true brand. Inspired by the ability to transform conflict and complexity to motivate change with clarity and alignment. Leads the distillation of diverse business, brand and cultural environments to create solidarity around a brand strategy that powers business growth.


Takes a collaborative approach, governed by integrity and ethics, applies a rigorous methodology to deeply understand the ‘why’ in all scenarios through constructive questioning and enquiry. Ultimately informs authoritative recommendations of independent thought based on evidence. This style has proven successful in being able to apply intuition and influence decisions that build brand integrity, business value and stakeholder trust.


Brings to Boards and organisations three decades of brand leadership experience. Can lead and guide CEO, fellow Directors and senior executives on the strategic issues facing their brand, reputation, risk and stakeholder engagement.





  • Governance: Managing Director (MD) of full service agency providing strategic brand and communications, CEO/Cofounder/Board member of charity 1$Day Ltd, Board member of international professional membership group the Entrepreneurs Organisation.
  • Risk: experienced MD, CEO and Board member of various entities. Direct experience advising client CEO’s, Chairpersons and Boards on their reputational risk, brand management and crisis management.
  • Marketing: brand and marketing strategy and management across business services and consumer product categories, customer acquisition and retention, local and international markets.
  • Fundraising: strategy through to tactical campaign management across channels and local/international markets, driving specific fundraising targets, tied and untied funds, capital campaigns.





Board experience across start-ups through to fast growth entrepreneurial businesses and not-for-profit organisations.


1$Day Limited:  2011 – 2017

Conceptualising and launching the One Dollar Day (1$day) brand and campaign. Established the organisational governance and company structures, recruited a diverse skills based Board plus a portfolio of strategic partners. As CEO and Director, I managed the annual governance, statutory responsibilities, strategy, campaign and financial management. Successfully fundraised over $300,000, which has been invested in social impact projects reducing the inequities in children’s health and education. Following successful proof of concept, 1$Day Limited was ‘gifted’ to Oxfam Australia.


The Entrepreneurs Organisation:  1998 – 2010

An international member based organisation with local chapter offices. As a member for 12+ years and Board member for two years, I led the Event Committee, responsible for internal and external stakeholder engagement through innovative events featuring entrepreneurs from my local and global network.


Brandswell:  2007 – present

As Managing Director of Brandswell, engagement for brand strategies and change management is commonly with the CEO and Chairman of the Board, to lead and guide their organisations through major strategic transformation.





Brand reputation and stakeholder trust guide a trademarked methodology to distil and define simple and effective brand strategies. Brings commercial thinking, entrepreneurial agility and outcome orientated pace to diverse business models and sectors including not-for-profits.


Brandswell 2007 to present

Boutique style consultancy working directly with CEO’s and Boards to drive growth strategies, brand reputation and culture change. Leads engagement of numerous stakeholders, empathises with their different (and sometimes conflicting) agendas, to strategically drive change and create alignment. Clients include:


ANC:  2004 – present

Guiding the CEO and Directors from an aggregated federated model to a single national brand to align 150+ staff and 700+ contractor drivers. Direct dialogue with high value clients to gain objective and insightful feedback to drive continuous improvement and operational excellence. Brandswell created the single minded 2020 strategy statement and internal/external communications for comprehensive stakeholder engagement, ensuring 100% buy in and alignment. Various crisis issues management including media management. Objective advice on succession planning to deliver sustained growth. Currently working with the CEO and National Executive on a significant restructure to drive the growth strategy from a $60m to a $120m company by 2020.


Neuroscience Research Australia (NeuRA):  2008 – present
Formally Prince of Wales Medical Research Institute, the board had identified the weaknesses in their historic brand however numerous attempts to change had all failed. Through a comprehensive and inclusive process, Brandswell delivered a simple brand strategy that informed the new name, brand and positioning. All recommendations were unanimously endorsed and adopted by the Board and Research Committee. Recognised as a significant achievement in light of the conflict and mixed agenda’s previously blocking progress. Recently reengaged to work with both Boards of Neuroscience Research Australia and the Schizophrenia Research Institute on their merger, a complex and delicate change management process requiring significant proof of strategy. Since rebranding the Institute has built a $60m+ flagship building as phase one of a long-term precinct strategy. Brand clarity for organisational alignment was essential to steer the business growth.


Ingham Institute:  2016 – present

Harnessed the 300+ internal researchers to distil and define a consistent positioning to build a solid singular brand. Considered and careful governance of the strategic and complex partners South West Sydney Local Health District, University of NSW and Western Sydney University. Designing and delivering the Ingham Institute brand strategy, vision and mission statements and currently working with the Board and senior executives to bring these to market.


McPherson’s Consumer Products: 2000 – 2014

Leading the Board and CEO through a sequential process to craft, document and deliver seven brand strategies including the corporate brand and six priority consumer brands.


The Tolson Group: 2014 – 2016

Solving a series of business structure and brand issues for this family founded business. Despite being one of the market leading mushroom producers (30%+ Australia’s volumes), the group ten+ brands and business entities had not kept pace with growth and the marketplace. Conflict and bias required delicate and ultimately bold management. Crisis issues management including media and community management. One solid brand strategy informed the Board and Directors to adopt an endorsed brand model, which has been rolled out across the businesses with alignment and sustained growth.


Bicycle NSW 2014 – 2016

Executive Director – Communications, Advocacy and Corporate Affairs

Leading the organisations corporate affairs for improved infrastructure and cultural change to create a better environment for cycling. A member based organisation driving advocacy, events and member benefits to 12,000+ members across NSW.


  • 40%+ growth in membership including stabilising existing members and recruitment of new members
  • Developing a portfolio of strategic Affiliated Partners and Affiliated Events to expand reputation and reach
  • 13% growth, the most successful Spring Cycle in 2014, securing the naming rights partner Real Insurance
  • 28% growth, the most successful Gear Up Girl Ride in 2015, securing naming rights sponsor with the Heart Foundation
  • Representing the organisation and Board with all levels of Government (Federal, State, Local), media spokesperson, business and members


SBA Design 1990 – 2007

Managing Director of this full service agency providing a range of design, communications, brand and marketing services to both corporate and consumer markets. During this time we helped build some of the world’s greatest brands (Coca-Cola, Campbell’s, Arnott’s, Johnnie Walker, Baileys), some of the world’s largest marketers (Unilever, Allied Domecq, SC Johnson, Nestlé) and some of the world’s largest corporations (Westpac, AMP Capital, ANZ). Successfully sold SBA Design, transitioning staff and clients.


  • Client retention and profitability for 12+ years (some clients still retain Sophie’s services with Brandswell)
  • Staff retention for 10+ years (some staff still work with Brandswell)
  • Rebranding and positioning AMP CENTRE following a $74m refurbishment, included the 5yr+ marketing strategy and tactical implementation
  • Sureline marketing strategy (and implementation) for BlueScope Steel, Australian Marketing Association award 2006
  • Concept and implementation of campaigns that saw 15.8%+ sales increase, the concept adopted globally by Diageo
  • Delivering over $500,000.00 worth of pro-bono work to the Sydney Children’s Hospital Foundation through designing and producing six annual reports and seven Gold Dinner campaigns




  • Entrepreneurs Organisation 1998 to 2010, 2016-2018
  • School for Social Entrepreneurs, winner of the 2011 Action Learner
  • Commonwealth Bank Women in Focus
  • Women on Boards Member