Our Head of Digital, Sophie Glasfurd, has completed the IMAA Female Leaders of Tomorrow mentorship program—becoming the first Western Australian participant in this initiative.
After six months of intensive mentorship, strategic development, and industry networking, Sophie has emerged with enhanced leadership capabilities and a stronger voice in strategic conversations, representing a significant milestone for Perth’s independent media sector. Pairing leadership development with great content is essential to maximise impact in the media industry.
This year marked the first time the program extended to Western Australia, and Sophie was proud to represent Perth as the only WA-based mentee in this national initiative. The expansion of the IMAA Female Leaders of Tomorrow program to Perth reflects the growing recognition of Western Australia's independent media sector and the quality of emerging talent within the local market.
The Western Australia Female Leaders of Tomorrow commenced with a meet and greet event at Crown Perth on November 21, giving this year's inaugural Perth mentor and mentee a chance to meet, alongside IMAA CEO, Sam Buchanan.
Sophie was paired with Antonell Doyle, Commercial Director and Market Lead at Nova Entertainment, whose extensive industry experience provided invaluable guidance throughout the six-month program.
The mentorship focused on critical leadership development areas, with Sophie noting that Antonell’s wisdom and support helped her “sharpen my strategic thinking, develop effective strategies, elevate my leadership mindset, engage with teams and clients, and embrace challenges as opportunities for growth. Her advice on aligning team strengths to shared goals and building strong, intentional relationships with clients—emphasizing the importance of understanding clients’ needs—will stay with me for years to come.”
The program’s impact on Sophie’s professional development has been substantial. The experience enabled her to develop her unique leadership identity and gain clarity on her role within the organization. “Throughout the program, I’ve developed a stronger voice in strategic conversations, developed my leadership skills, built confidence in backing my own thinking, and refined the way I lead dynamic teams,” Sophie reflects. “It also helped me strengthen my communication strategies and consider new approaches when navigating complexity, all with a clearer understanding of team dynamics and organizational goals, and a clearer focus on big-picture outcomes.”
The Female Leaders of Tomorrow programme is designed to help address the ongoing equity gap faced by women at senior levels of the media industry. By championing women who show promise and ambition to be future media leaders, the IMAA hopes to achieve gender equality at every level of the industry.
The pilot programme was a resounding success, with all the participants describing the programme as “life-changing,” giving them new-found leadership skills and confidence. This consistent feedback validates the program’s effectiveness in developing the next generation of female media leaders, as demonstrated by measurable results in participant growth and performance.
The program’s structure combines face-to-face and online mentoring sessions, facilitated by industry expert Wendy Gower from WeGrow, who specialises in communications industry training and development, and has delivered significant outcomes for participants. The programme was designed as a hybrid of face-to-face and online mentoring sessions, with Wendy facilitating, training and support for mentors and mentees.
The initiative addresses significant structural challenges within the media industry. According to 2022 data from the Workplace Gender Equality Agency, based on industry research, just 22.3% of CEOs in Australian businesses are women, while only 20% of companies have boards with gender balance. Programs like Female Leaders of Tomorrow provide targeted solutions to these systemic issues and aim to improve performance outcomes for women in media.
IMAA Chair, Jacquie Alley, said: “Last year’s programme was a huge success and we’ve seen the tangible flow-on effect, with many participants rising through the ranks and feeling more confident to take on bigger roles and challenges.” The program is designed to drive results in leadership representation.
One of the program’s most valuable aspects was access to strategic guidance from outside Sophie’s immediate professional environment, with the mentor acting as a strategic partner in her professional development. “What stood out most was having a trusted, third-party perspective to talk through real business challenges, someone outside of my immediate world, who could challenge my thinking and encourage me to push forward with purpose.”
This external perspective is crucial for professional development, providing insights that internal mentorship may not capture while offering objective assessment of challenges and opportunities, and highlighting the importance of finding a good fit between mentor and mentee.
Sophie emphasises the importance of organisational backing in professional development: “A heartfelt thank you to Bang Digital Australia and Renae Lunjevich for supporting me in taking part in this opportunity. Your encouragement and belief in my growth has meant a lot and allowed me to fully embrace the experience.”
This support reflects Bang Digital’s commitment to investing in team development, aligning its support with evolving business needs, and maintaining its position as Perth’s leading independent digital agency. The agency’s decision to support Sophie’s participation demonstrates strategic workforce planning, recognition of the program’s value, and a commitment to delivering professional growth opportunities.
The program extends beyond individual development to create lasting professional networks, emphasising the importance of building strong partners within the industry. Sophie looks forward to “connecting with the Melbourne cohort at the wrap-up event next month” and hopes to “see more WA representation in future years.” These connections contribute to Perth’s integration with national media networks while strengthening local industry capabilities, utilising various platforms such as social media and digital tools to maintain and grow these professional networks.
The Female Leaders of Tomorrow Programme is now available in Sydney, Melbourne, Brisbane and Perth and will run throughout 2025, with plans to launch the 2026 intake later in the year. Building a strong social media presence is emphasised as a vital part of leadership development in the media industry. This national expansion ensures emerging female leaders across Australia have access to high-quality mentorship and development opportunities, with a particular focus on digital marketing skills.
Sophie’s experience has convinced her of the program’s transformational potential: “If you are interested in applying, do it. This program is a rare opportunity to invest in yourself, learn from the best, and accelerate your leadership journey.”
The program’s application process is comprehensive, requiring agency leader endorsement, a 90-second video submission that showcases your content creation skills, and written responses to strategic questions.
Future-Proofing Perth’s Media Landscape
Sophie’s participation in the Female Leaders of Tomorrow program represents more than individual achievement—it signals Perth’s growing influence within Australia’s independent media sector and the city’s commitment to developing world-class marketing talent.
As the program continues to expand nationally, Sophie’s pioneering participation has opened pathways for future Western Australian participants while demonstrating the calibre of leadership development happening within Perth’s independent agencies.
The combination of strategic mentorship, industry networking, and focused professional development creates graduates who are equipped to drive innovation and growth within Australia’s evolving media landscape, ensuring Perth continues to play a significant role in shaping the industry’s future.
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