My Story: Why I Do What I Do
I spent the first 10 years of my career in HR, executive search, recruitment, and management consulting—immersed in the world of leadership, culture, and what drives performance. My background in business, HR, psychology, neuroscience, and energetics gave me a unique lens: I could see both the strategy and the human side of leadership.
But here’s what I struggled with...
Too often, I saw HR reduced to forms, policies, risk management, and control. Leadership became about compliance, not potential. Performance was managed, not nurtured. I knew, deep in my core, that this wasn’t how it was meant to be.
People weren’t problems to be managed—they were potential waiting to be unlocked.
That belief wasn’t just professional—it was deeply personal. Growing up in a family with mental health struggles, I became deeply attuned to human behaviour, emotions, and psychology. As a big empathic kid, I was obsessed with figuring out:
💡 How do people change?
💡 How do they move past their blocks?
💡 How do they see how capable and powerful they truly are?
That obsession led me here.
I left the corporate world because I wanted to create real, lasting change.
Not just within HR, but within leadership, culture, and the way we build businesses that bring out the best in people.
My approach? It’s not about outdated systems of control and risk management. It’s about:
✨ Believing in people before they believe in themselves.
✨ Creating values-led cultures where teams are empowered, not just managed.
✨ Playing the long game—because real leadership is about lasting impact, not quick fixes.
✨ Bringing in strategy AND psychology—because you need both to drive change that sticks.
✨ And making sure we have fun in the process.
Because when you lead with mindset, trust, and human connection—not control—that’s when the magic happens. That’s when teams thrive. That’s when businesses grow with ease. That’s when leaders finally stop carrying it all on their own.
And that’s exactly why I do what I do today.
if you’re ready to unlock the full potential of your team and business, let’s chat.
Meet our wonderful team
Emma Campbell
CEO & Leadership Coach
Meet Em… our Founder, CEO and Leadership + Culture Coach. She is also a Purpose Activator, Growth Mindset Activist, Speaker, Mama to little ones, Nature + Adventure Obsessed, Stubborn Optimist, and Meditation Junkie.
With over 12+ years experience in leadership & culture, a background in HR, qualifications in Performance Coaching, Psychology and Business, her approach is unique. Combining strategy and intuition to unlock new possibilities for her clients.
After being stuck in anxiety and doubting her own leadership abilities for too long, she is now on a mission to help passionate leaders unlock their potential and step into their true power so they can scale their dream team.
For more than a decade she’s coached leaders of 6, 7, and 8 figure startups, SMEs and organisations to expand their mindsets, uplevel their leaders and scale their teams.
Em has a personal fascination for bridging the gap between science and spirituality - studying all things mindset, energetics, neuroscience, quantum physics, breathwork and meditation - and weaving these into her work with clients, to bring their growth and awakening to a whole new level.
Lara Brooke-Smith
Culture & Engagement Queen
Meet Lara, our Engagement Superstar and Culture Queen, and expert in helping you attract, select and hold onto your top talent. Her true passion lies in empowering individuals to thrive within an organisation through performance and engagement, as well as ensuring employee value proposition remains paramount for businesses in this tough candidate short market.
Lara believes in equipping companies with the tools, HR policies and procedures, and systems necessary to streamline day to day operations.
With a knack for building strong relationships, Lara excels in finding top talent that aligns with company values, and gaining long-term trust with internal leadership teams.
Beyond the professional realm, Lara enjoys unwinding at the beach, spending quality time on her boat in Rottnest with her young family and friends, and doing commissioned works of art.
Lara holds a Bachelor degree in Art, Certificate 4 in Human Resources and over 15 years experience in the talent space.
Vicky Butler
Leadership Coach
Vicky has over 20 years’ experience in Learning and Development, Organisational Development and Human Resources in both the Public, Private and Not-for-Profit sectors in both Australia and United Kingdom.
She has developed and delivered long-term leadership and mentoring programs for emerging leaders through to Executive.
Vicky is an accredited PRINT Profile coach and is able to work with leaders at all levels in both one to one and group sessions to better understand each other’s PRINT, how to work better together, increase collaboration and improve relationships, ultimately impacting upon productivity, engagement and innovation.
Personally, Vicky is a mother of two girls, loves to practice yoga and where possible be out in nature walking the dogs at the beach or a taking a casual kayak along the river.
Tamsyn Bruce
Marketing & Biz Support
Introducing Tamsyn… our Business + Marketing Support Wizard. Graduating this year with a double major in Business Law & Marketing from UWA, with a background in the NFP sector and a passion for impactful organisations and active citizenship. She is passionate about the importance of being led by values.
Tamsyn has developed a love for the power of marketing, where no day is the same. From website management, social media content creation and client liaising, she gets to do it all!
When not studying, working, or volunteering, she has always loved escaping to the snow whenever she can to work on her snowboarding skills…
Our Core Values