Founding Partners
Iain Good

Iain is passionate about realising growth potential in both businesses and individuals.

For 25+ years Iain worked with and led innovative organisations in Sydney and London. He held senior executive positions with companies such as Ogilvy and STW/WPP, which allowed him to hone his understanding of what’s required to optimise business and marketing results. He was privileged to be a custodian for brands such as American Express, Qantas and Telstra for several years each, creating some of their most successful marketing communications campaigns.

Iain believes that customer value driven strategy and authentic branding unites organisations and create experiences that all stakeholders love. He also understands that strategies only truly deliver when the leaders believe they are realising their own personal potential.

As an ICF accredited Executive Coach and a natural optimist, Iain helps create strategies and executional plans that truly engage the people in the organisation that can create value every day for customers, whilst enabling leaders to grow.

Jonathan Coles

As an expert in the craft of premium and luxury business management, Jonathan has a thorough understanding of how to create enduring value growth for customers, organisations, their teams and stakeholders.

Jonathan believes that in our world of constant transformation we need to ensure we fully know our customers, and focus the business on delivering emotionally rich and meaningful relations, underpinned by deep data and insightful decision-making.

For 25 years, Jonathan has worked across a range of luxury and FMCG brands, generating deep emotional value for consumers and continuous business growth for organisations. His unique understanding of brand custodianship, honed through over 10 years marketing and business development experience in the LVMH group, helps create competitive advantage and higher returns.

Now working with the Vennli platform and Premium Value Creator, Jonathan partners with organisations wishing to ensure their marketing investment is purpose led, aligned to business strategy and focused on ROI and financial success.

Maria Lambides

A highly motivated and entrepreneurial professional, Maria has spent over 25 years using her leadership, strategy, partnership-building and operational skills to create and grow sustainable enterprises.

For the past decade Maria has worked with world-leading researchers focused on choice behaviour and decision-making to assist international clients such as World Bank, Bose Corporation, Motorola, Anheuser-Busch and Mondelez.

As a result, Maria’s mission has become bridging the gap between academics, industry, government and community, in order to encourage co-innovation and collaboration. Her success has been built on a unique ability to translate academic research to industry and government relevant deliverables.

Maria’s understanding of the role that research plays in strategic growth and competitive positioning allows her to work with organisations that want to be at the frontier, to challenge the status quo and to have a positive impact on society.

And now, through Choice to Growth’s utilisation of the Vennli platform, Maria can help a greater number of organisations achieve sustainable strategic growth and competitive positioning.

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