Founder Story
This isn’t my first rodeo in entrepreneurship.
I still remember the thrill of launching my first brand, Lilly Ro—a luxury athletic wear company. At just 22, I was fuelled by ambition and a deep love for storytelling. Social media was in its infancy, but I saw its potential to build a brand, connect with customers, and create a thriving community.
Countless late nights, early mornings, and moments of sheer uncertainty followed. But as with many founding journeys, I started to see how great content translated into sales and advocacy. By the time we launched, we had already built a loyal following of 10,000. Our brand story opened doors to luxury hotel chains and exclusive international stockists, with steady online sales rolling in from across the globe. The momentum was a vibe, and I was optimistic about where the brand was heading.
But life had its own plans. My husband and I welcomed our first son, and with that came a shift in priorities. The drive to ‘make it big’ was replaced by a desire for financial stability, routine, and a life that revolved around my growing family.
Not long after, I returned to Australia and landed my dream job at a leading media agency and publisher in Brisbane. Over my six year tenure, I worked across sales, marketing, and social media—collaborating with some of the industry’s most talented creatives and refining my skills while working with leading brands across the country.
As much as I loved my role as Head of Social, I couldn’t ignore the pull toward something more. I had honed my digital expertise, refined the craft of impactful storytelling, and learned how to weave it into a broader, results-driven strategy. But there was a fire in me—a drive to take my creativity and apply it on my own terms, helping brands with powerful stories navigate the ever-evolving digital landscape and connect with their people in meaningful ways.
With three energetic boys at home, the traditional 8:30–5:00 workday no longer fit my lifestyle. I wanted to be present for school drop-offs and footy training, and craved more family time—something many parents can relate to.
And so, CTA was born. A brand built by founders who understand the power of great creatives and the impact of getting the execution methodology right. I’m grateful to have two incredible business partners, Ree and Chris, beside me—both with similar journeys and both passionate about working hard while still making time for what matters most.
Ready for the journey, ready to curate and ready to prove that mum-preneurs can do it all.
Lisa x
