A Portfolio / MMXXVI / Sydney

Three degrees in psychology.
Fifteen years building brands.
A career spent asking why.

Dr Arneka Grosvenor Sales & Marketing Director · BON CHARGE

I am a senior marketing leader who treats brand work as applied psychology. Why people choose, why they stay, why they tell their friends. Currently leading global sales and marketing for BON CHARGE across Australia, the United Kingdom and the United States.

Case studies → Email
I. About
Dr Arneka Grosvenor

I treat marketing as applied psychology. Three degrees in the discipline, a PhD included, and fifteen years building brands across retail, DTC and agency. The two halves talk to each other constantly.

I am driven by the why, not the how. Why people choose a brand. Why they stay loyal. Why they tell their friends. The strategy follows from there. The execution is the easy part once you have a sharp answer to that first question.

My career runs both sides of the table. I have led brand and marketing client-side at SharkNinja, Mann & Noble and Big W, and held senior agency roles at M&C Saatchi and BMF. I co-founded a hybrid retail and digital communications agency in between. That dual fluency means I move quickly between strategy, commercial, creative and execution. It also means I know how to brief, how to be briefed, and how to spot the difference between a real insight and a clever line.

Now leading global sales and marketing for BON CHARGE. DTC, retail and reseller channels, premium partnerships and brand, run as one connected commercial system. Teams across Sydney, London and the United States.

I am most useful when the brief is ambiguous, the stakes are high, and the answer hasn't been found yet.

Arneka

II. Now

Sales & Marketing
Director, global.

Tenure Dec 2025 to current

BON CHARGE. A global wellness technology brand, scaling across AU, UK and US.

i.

Global revenue

End-to-end ownership of revenue across DTC, retail, reseller channels and partnerships. Treated as one commercial system, not separate channels.

ii.

International teams

Leading marketing, digital, sales and partnerships across three regions and multiple time zones. Senior leaders, agency partners and creative teams.

iii.

Brand at scale

Protecting premium brand standards while scaling international expansion, paid media, retail and trade. Holding the line on what BON CHARGE means.

iv.

Strategic deals

Building and activating high-impact athlete, celebrity, broadcast and retail partnerships globally. From first conversation through to live activation.

au SydneyGlobal headquarters
uk LondonEuropean market team
us North AmericaStrategic growth market
+ Global distributionRetail & reseller
III. Capabilities

Strategy first.
Then everything else.

Brand, growth, partnerships, PR, commercial, team. Run as one connected system, not separate disciplines. The thread that holds it together is a sharp answer to why.

i.

Brand strategy
& positioning

Finding the why that the business has missed. Building positioning that sharpens distinction, lifts sentiment and creates commercial advantage. From repositioning damaged brands to launching new categories.

ii.

PR & cultural
strategy

Earned media run as a primary commercial lever, not a press release function. Building programs that shift sentiment, awareness and conversation at national scale.

iii.

Premium
partnerships

Negotiating and activating sponsorships, broadcast deals and lifestyle collaborations that move brand and commercial metrics. Sport, fashion, entertainment, culture.

iv.

Global
go-to-market

Cross-channel campaign architecture for launches, seasonal moments and international expansion. Built to scale across AU, UK and US without diluting the brand.

v.

Commercial
architecture

Treating marketing as a P&L. Paid media, performance, CRM and ecommerce run with ROAS, CAC, LTV and retention discipline. Comfortable working across modern DTC stacks including Shopify Plus and Klaviyo, with strong technical teams underneath.

vi.

Building
cultures

Designing teams that retain top talent, do their best work and stay together through change. Coaching senior leaders. Setting the bar and the tone. People stay, even when they could leave.

IV. Partnerships

The deals that shaped
the brands.

Sponsorships, broadcast tie-ins and brand collaborations across sport, fashion, entertainment and culture. Each negotiated, onboarded and activated from the front.

Fulham FC
Premier League · Global
Super Bowl
Broadcast · Global
Australian Open
Grand Slam Tennis
Formula 1
Australian Grand Prix
Australian Fashion Week
Official Partner
Cricket Australia
National Cricket
A-Leagues
National Football
Hobart Hurricanes
Stadium Naming · Cricket Tasmania
Married at First Sight
Channel 9 Integration
Australian Idol
Broadcast Integration
My Kitchen Rules
My Kitchen Rules · Channel 7
The Voice
Broadcast Premium
Channel 7
Channel Seven
Channel 9
Channel Nine
BuzzFeed
AU's first co-branded campaign
+ many
more

Plus historic collaborations across PlayStation, Rebel Sport, Ella Baché, Harvey Norman, Bing Lee, The Good Guys and a long tail of retail and lifestyle partners.

V. Agencies

Trusted by the best
in the business.

Long, generative relationships with the agencies behind some of Australia's most ambitious campaigns. The ones I have briefed, partnered with and built outcomes alongside.

dentsu
Global Media Network
VAYNERMEDIA
Social & Creative · APAC
iPROSPECT
Performance · Dentsu
Web Profits
Growth · DTC
Humann
Creative · Content
5WPR
Public Relations · USA
Tethr'd
Performance Marketing
M&C Saatchi
Senior agency tenure
VI. Earned Media

Press, run as strategy.

Earned media is one of the strongest levers in the toolkit, because it does what paid spend cannot. It borrows credibility. Integrated PR programs that shift sentiment, awareness and conversation, sitting inside the broader brand strategy rather than running alongside it.

Broadcast TV National Press Trade Media Lifestyle Wellness Fashion Sport Influencer UK Tier 1 US Tier 1 Long-lead Spokesperson Training
Approach PR integrated with brand, retail and broadcast partnerships as one connected machine.
Scale Industry-leading reach across consumer launches, sport, entertainment and fashion.
Reach Strong relationships with senior editors, broadcast producers and trade press across AU, UK and US markets.
Industry Finalist, B&T Women in Media Awards. Recognised for leadership and innovation in marketing communications.
VII. Career

Both sides of
the table.

A career that runs the full length of the brief. Senior brand leadership client-side at SharkNinja, Mann & Noble and Big W. Senior agency roles at M&C Saatchi and BMF. A co-founded agency in between. That dual fluency is the work.

Brand-side
2025 to current
Sales & Marketing Director
BON CHARGE · Global wellness technology
Global remit. DTC, retail, reseller, partnerships, paid media and brand. Teams across AU, UK and US.
2023 to 2024
Marketing Communications Director
SharkNinja ANZ
Brand, PR, social, media and broadcast partnerships across AU and NZ. Reporting into APAC and US leadership.
2018 to 2023
Marketing Director, ANZ
Mann & Noble
Built the marketing function from one to nine. Scaled the business through SharkNinja's acquisition and post-merger integration.
2014 to 2017
Head of Marketing
Big W
Modernised the marketing strategy. Reinvented the iconic Toy Sale campaign. Led Australia's first co-branded content campaign with BuzzFeed.
Agency-side
2011 to 2014
Group Account & Project Director
Rhubarb & Custard · Co-founder
Co-founded a hybrid retail and digital communications agency. Clients included Rebel Sport, PlayStation and Ella Baché.
2010 to 2011
Group Account Director
M&C Saatchi
Senior agency leadership across integrated brand, retail and broadcast campaigns.
2007 to 2010
Account Director
BMF Advertising
Senior account leadership on category-defining campaigns for premium consumer brands.
VIII. Case Studies

Selected work, in detail.

A closer look at the strategy, partnerships and commercial outcomes behind specific campaigns.

i.

For All Hairkind.

Shark Beauty · 2024

Australian Fashion Week's first hair tool partner. A campaign built to convert a viral TikTok brand into a credible fashion and culture name through designer partnerships, a branded Hair Suite, and an inclusive Masterclass.

Read the case ii.

You Can Make It.

Ninja · 2024

Ninja's presenting partnership of the inaugural Perth International Football Cup. Manchester City, West Ham, Leicester City and Paris Saint-Germain on Australian soil. A campaign built to make a kitchen appliance brand earn its place inside elite women's football.

Read the case iii.

Salon Quality, Trackside.

Shark Beauty · 2025

Shark Beauty's brand partnership with the Formula 1 Louis Vuitton Australian Grand Prix 2025. A campaign built to translate motorsport prestige into premium beauty positioning through two consumer activations at Albert Park, an ambassador-led media and influencer program, and a supporting partnership of Glamour on the Grid.

Read the case
Case Study i. · Shark Beauty · Australian Fashion Week 2024
Marketing Director · Concept and strategy lead

Australian Fashion Week.
For All Hairkind.

Shark Beauty's first year as Official Hair Tool Partner of Australian Fashion Week. A campaign built to convert a viral TikTok hair tool brand into a credible fashion and culture name through designer partnerships, an immersive Hair Suite, an inclusive Hair Masterclass, and a fully integrated media and influencer program.

The brief

From viral hair tool to fashion brand.

Build brand credibility and fashion fluency for Shark Beauty. Launch the AFW partnership and amplify it through a robust media and influencer strategy. Drive trial of the tools among tastemakers, build relationships with fashion stakeholders, and grow awareness through earned reach.

The approach

Seven integrated levers, one brand outcome.

  • Official partnershipOfficial Hair Tool Partner of Australian Fashion Week 2024.
  • Designer showsAlbus Lumen, Beare Park and Alix Higgins, plus runway hair for Third Form and Mariam Seddiq.
  • Hair SuiteA branded pop-up salon at Skye Suites, the official AFW hotel partner, hosting VIP media and influencers Monday to Friday, with chauffeur transfers to shows in branded Audis.
  • Hair MasterclassHeadlined by Rumbie Mutsiwa, anchoring the For All Hairkind positioning around textured and diverse hair.
  • AmbassadorHair Director Chris Hunter as the on-record industry voice across runway, media and content.
  • InfluencerTier 1 lifestyle, fashion and reality talent activating the Hair Suite and runway shows on Instagram and TikTok.
  • Earned mediaA three-stage pitching program covering pre, during and post-event coverage across ANZ.
The results

Every KPI beaten.

30.7M
Earned reach
154% of 20M KPI
34
Pieces of coverage
170% of 20-piece KPI
29
Bullseye titles
Harper's Bazaar, InStyle, Elle, Marie Claire and more
2.4M
Influencer views
12 creators across Instagram and TikTok
39.3M
UGC potential reach
11.45% overall engagement rate
110
Hair Suite guests
VIP media, influencers and industry across five days
Coverage highlights

Front row in every prestige title.

News.com.au front-row feature carrying 16.4M reach. The Morning Show on Channel 7, 1.53M reach. Harper's Bazaar, InStyle Resort 2025, Marie Claire SmoothStyle review, Elle hair trends, Beauty Directory trend round-ups. The Kat Clark TikTok partnership returned 934,000 plays and 137,000 likes on a single piece.

Shark Beauty entered AFW as a viral hair tool brand without formal fashion credibility. It exited the week with editorial endorsement from every prestige beauty title in market, a defensible cultural position around inclusive hair, and a repeatable activation model.

Back to case studies
Case Study ii. · Ninja · Perth International Football Cup 2024
The Haus · Strategy and integrated execution lead

Elite women's football.
You Can Make It.

Ninja's presenting partnership of the inaugural Perth International Football Cup. Four global clubs on Australian soil: Manchester City, West Ham, Leicester City, Paris Saint-Germain. A campaign built to make a kitchen appliance brand earn its place inside elite women's football through ambassador-led storytelling, fan festival activation, in-game ownership and a fully integrated media program.

The brief

From appliance brand to women's sport name.

Grow brand awareness for Ninja, particularly in Western Australia. Activate and amplify the presenting partnership. Test women's sport as a long-term platform aligned to the You Can Make It brand idea.

The approach

Six integrated levers, one brand outcome.

  • Official partnershipPresenting partner of the inaugural Perth International Football Cup, featuring Manchester City, West Ham, Leicester City and Paris Saint-Germain.
  • AmbassadorMelissa "Bubs" Barbieri, former Matildas captain and at 44 the oldest active player in Australia's professional women's league, as the on-record voice across content, panel and earned media.
  • Fan FestivalNinja Skills Academy on a branded 20 by 10 metre pitch at Elizabeth Quay, plus the Ninja Score to Score challenge, drawing thousands of fans and broadcast crews.
  • In-game ownershipNinja Player of the Match, trophy presentation, and four TVCs per match including bespoke content filmed with Bubs.
  • Media hostingEight key journalists and influencers hosted across game days and the Women in Football lunch with pitchside access and VIP hospitality.
  • Earned mediaTwo-stage PR program covering pre and during event pitching, anchored by Bubs interviews and high-res content shoot imagery.
The results

Every KPI beaten.

36
Pieces of coverage
Against a KPI of 15 to 20
23.2M
Earned reach
Opportunities to see across press, broadcast and online
74.3%
Bullseye titles
Sydney Morning Herald, 9Honey, Mamamia, Women's Agenda, Channel 9
6.2
Avg quality score
6 and above is high quality
108/144
Key messages landed
75% message penetration across earned coverage
562K
Social reach
43 stories and posts from media, ambassador and influencers
Coverage highlights

Front-page editorial, prime-time broadcast.

Sydney Morning Herald led with a feature profile of Bubs that syndicated across The Age, Brisbane Times and WAtoday, carrying 6.6M reach. 9Honey ran a standalone interview on women's sport investment. Mamamia, Women's Agenda and Yahoo Sport followed across the week. Channel 9 News Perth secured live broadcast from the Fan Festival on the iconic 20 by 10 metre Ninja pitch at Elizabeth Quay. ABC Radio Perth syndicated interviews across nine WA stations. Of total Ninja coverage for the campaign, 78% came from our pitching effort.

Ninja entered the partnership as a kitchen appliance brand with a logo on a board. It exited the week with editorial endorsement in every bullseye title, a credible position inside women's sport, and a proven blueprint for the A-League partnership that followed.

Back to case studies
Case Study iii. · Shark Beauty · Formula 1 Australian Grand Prix 2025
The Haus · Strategy and integrated execution lead

The Australian Grand Prix.
Salon quality, trackside.

Shark Beauty's brand partnership with the Formula 1 Louis Vuitton Australian Grand Prix 2025. A campaign built to translate motorsport luxury and prestige into premium beauty positioning through two consumer activations at Albert Park, ambassador-led storytelling with Maria Thattil and Joey Scandizzo, a supporting partnership of Glamour on the Grid, and a fully integrated media and influencer program.

The brief

Premium positioning through motorsport.

Drive mass awareness for the Shark SpeedStyle and the new Pro FLEX. Achieve premium brand positioning by partnering with one of the largest sporting events in Australia. Immerse F1 audiences with Shark Beauty products and put the tools directly into their hands.

The approach

Seven integrated levers, one brand outcome.

  • Official partnershipBrand partner of the Formula 1 Louis Vuitton Australian Grand Prix 2025.
  • AmbassadorsMaria Thattil as Shark Beauty F1 brand ambassador, and newly appointed Team Shark Beauty hair director Joey Scandizzo overseeing both salon activations.
  • Glamour on the GridSupporting partner of the Grand Prix's official red carpet event, with a pre-event Crown Towers Styling Suite hosting Melbourne's top influencers and media for trackside-ready hair.
  • SpeedStyle SalonConsumer pop-up at Albert Park with bookable 30-minute styling appointments, DIY tool stations, and a branded claw machine driving CRM acquisition.
  • Style SuiteVIP salon at the American Express Lounge in partnership with Mecca Max, offering walk-in appointments to hospitality ticket-holders across three days.
  • InfluencerThe Shark Beauty SpeedStylers, a curated group of 13 tier 1 talents activating before, during and after the weekend across Instagram and TikTok.
  • Earned mediaMulti-phase PR program anchored to AGPC media day, a Broadsheet Melbourne media partnership, and on-the-ground hosting of nine top tier journalists.
The results

Every KPI beaten.

115M
Earned reach
288% of 40M KPI
116
Pieces of coverage
387% of 30-piece KPI
12
Bullseye titles
Herald Sun, Harper's Bazaar, Elle, Daily Mail, Mamamia and more
1.45M
Influencer views
23 pieces of content, 290% of KPI, 3.64% avg ER
27.9M
UGC potential reach
267 organic UGC pieces from talent and racegoers
2,282
New CRM signups
Driven by the SpeedStyle Salon claw machine activation
Coverage highlights

Most-covered partner of the weekend.

Shark Beauty secured more F1 coverage than any other event partner, including Mecca Max. A Herald Sun exclusive with Maria Thattil landed on page 3 and syndicated nationally for 5.4M reach. The Sunday Herald Sun ran a Grand Prix wrap feature with Joey Scandizzo. Channel 7, 9 and 10 Melbourne carried Glamour on the Grid and SpeedStyle Salon segments across media day and the race weekend. Daily Mail Australia ran a long-form feature reaching 58.4M. Harper's Bazaar, Elle, Body+Soul and Mamamia all picked up bullseye coverage. The Broadsheet Melbourne media partnership delivered 317,000+ content views, 131% above KPI.

Activation results

Tools into hands at scale.

The Shark SpeedStyle Salon sold out all bookable appointments before opening and completed 250+ styling sessions across four days. The Shark Beauty Style Suite at the American Express Lounge completed 111 VIP appointments across three days, hosting Spice Girl Mel C, F1 Academy driver Aiva Anagnostiadis and Oscar Piastri's partner Lily Zneimer. The Glamour on the Grid Black Sparkle FlexStyle photo moment and $300 voucher gifting program reached 800+ event guests.

Shark Beauty entered the F1 weekend with a viral DTC profile and a job to convert sporting prestige into premium beauty positioning. It exited as the most-covered event partner of the weekend, with two consumer activations that beat appointment KPIs, a CRM pipeline of 2,282 new signups, and a proven F1 blueprint heading into 2026.

Back to case studies
IX. In Their Words

What collaborators
say.

"

She really was the & in R&C. Arneka was our Project Management Lead at Rhubarb & Custard and our first employee. She always gave 110%, managed to build long lasting relationships with her team and clients alike. I truly miss working with her.

Helen James Executive Creative Director · B&T Women in Media Finalist
"

Arneka is an experienced brand builder, working on both startup brands and established big-budget full-funnel marketing strategies. She led key partnerships with Australian Fashion Week, A-Leagues and Cricket Tasmania that resonated with both our consumers and retailers. She is a strong contributor to our culture.

Judy Darling VP Commercial · SharkNinja
"

Arneka makes things happen. She is a collaborative, impactful marketing leader. A natural storyteller with a growth mindset and incredible adaptability. She builds an environment where teams feel trusted to have constructive conversations and gives agency to her partners to deliver inspiring results. She makes creative work fun.

Melissa Shedden Editorial Director · B&T Women in Media Finalist
"

Her ability to seamlessly align SharkNinja's objectives with the A-Leagues' vision was truly impressive, resulting in a partnership that was both impactful and mutually rewarding. Arneka is not only a strategic and results-driven professional but also someone who enriches the culture of any organisation she joins.

Dhruv Padmakumar A-Leagues · Strategic Partnerships
"

When you work with good human beings, you create better work. It's that simple. Arnie is a strong marketer, a great client partner and an even better human being. Our team thrives with the clarity of vision, respect, empathy and winning spirit that she brings to the table.

Shrey Khetarpal Head of VaynerMedia Consulting · APAC
"

I have worked with Arneka for over six years. She is one of the most talented, strategic and hardworking professionals I have ever collaborated with. She combines a unique blend of expertise and creativity, consistently delivering results that exceed expectations. She guides her team with clarity and vision, while bringing a warmth that fosters genuine trust.

Nani Kresnadi Graphic Designer · Reported to Arneka, 6 years
X. Education & Recognition

University of
Sydney.Three Degrees in Psychology

  • Doctor of Philosophy PhD
  • Master of Clinical Psychology MClinPsych
  • Bachelor of Psychology BPsych
★ Finalist · B&T Women in Media

Let's
start with why.

Available for senior leadership conversations, advisory work, board roles, partnerships and brand collaborations. Based in Sydney, global in remit. Happy to talk.

Email Arneka →