Experience across the work. Strategy for what’s ahead.
I’m Irene Watt, a Brisbane consultant with over 25 years’ experience. I’ve worked globally across brand, media and PR, marketing, web design, graphic design, social media, PPC and SEO. Now AI is part of that work too.
Today, I focus on strategy: helping business owners and leaders decide where to go, then giving their teams a plan to work towards.
Work with Irene ↗
Why I focus on strategy
I find it most rewarding to work through the strategy, set the direction and give a team a plan they can put into action.
Since 2017, that has increasingly been the focus of my work. I enjoy working with multiple clients, getting to know their businesses and helping each one work out what to do next.
My background across the work shapes the advice I give. I understand how a decision about brand, marketing or technology can affect the people who have to carry it out.
A global background across industries
My career includes work in Australia and the UK, across finance, financial advice, health, aged care, education, sport, government and retail.
I’ve worked in senior leadership, agency and consulting roles. Each has given me a different view of how businesses make decisions, use their budgets and turn plans into action.
That breadth helps me look across the business. A website question may start with positioning. A campaign may depend on the offer. An AI proposal may need a change in how the work is organised.
A board-level view
From 2024 to 2026, I served as a Non-Executive Director of the College of Emergency Nursing Australasia (CENA), contributing to strategic planning, financial oversight, risk and stakeholder engagement.
That board experience sits alongside my consulting and leadership work. When I assess an idea, I consider the business goals, the resources available, the risks and what the team will need to deliver it.
What it’s like to work with me
I’ll ask about your goals, review the information we’ve agreed on and give you my view of the options. I’ll explain my thinking, including where something needs more investigation.
You’ll have priorities and a plan for your team or chosen suppliers to work towards. We’ll agree on the scope and contact arrangements before starting.
You have to pivot to stay alive.
Marketing keeps changing. Social media has changed how businesses reach people, search keeps evolving, and AI is changing how we create, communicate and work.
I’ve had to keep learning and adapting throughout my career. I bring that same curiosity to your business, asking what a change means for you and whether it deserves your time and money.
I also bring these conversations to business audiences through talks, panels and facilitated workshops on marketing, AI and search.
Explore speaking and workshops ↗
What are you working through?
If you need help deciding what to update, where to invest or what to ask your team to do, tell me about it.