Sally Steele is director and owner of the STEELEMyStyle agency and is a Strategist, Mentor, Author and Speaker.

Dare More, Care Less ® is her debut book, which she self-published in July 2019.

Why I do what I do

With over 25 years experience in strategic marketing, communications & branding, the essence of what I do is

  • enable confidence
  • challenge mindsets & behaviours
  • maximise potential
  • make ideas happen
  • create meaningful brand connections , content & partnerships


In a nutshell

A Glaswegian by birth, Sally Steele, the daughter of an ex-pat, spent most of her younger years living and travelling extensively in Europe, the Middle East and Asia.SA working mama  in her late forties with two girls, Sally is only too aware of the everyday reality of  “Life Jenga” but helps individuals, brands, entrepreneurs, events, businesses, audiences,  government agencies, cultivate self love, change mindsets & behaviour, maximise potential and make their big ideas happen.

Sally lives in Brisbane, Australia with her 2 young daughters, husband and scruffy wee dog.

With over 25 years experience in marketing, communications, branding & partnerships, the essence of what Sally does is …

maximise potential and bring ideas and visions to life.

The long story

A Glaswegian by birth, Sally Steele, the daughter of an ex-pat, spent most of her younger years living and travelling extensively in Europe, the Middle East and Asia.

After finishing her MA Hons in French at University of St Andrew and the Sorbonne, Paris, Sally initially worked as a Cultural Protocol Liaison in Japan for several years,  before returning to London and working in Market Analysis, Brand Direction and Trend Forecasting for  brands incl Evian, Calvin Klein & The Body Shop.

Sent to Australia in 1996 on a fact finding mission to write trend forecast reports on the Australia and New Zealand consumer markets she realised one thing – that she wanted to emigrate.

In order to qualify for the maximum points Sally returned to Scotland and did a Post Grad in Secondary School Education at Strathclyde University and a BA in German at University of Stirling  concurrently to be able to graduate in 1998 as the only teaching candidate offering  French, German & Japanese to secure a rare permanent teaching position. Gaining the necessary points to emigrate over 3 years teaching modern languages Sally emigrated to Australia in 2001.

On arrival in Australia in 2001, Sally took up the invitation to work with Troy Lum at Dendy Films in secondary marketing and then moved into marketing, comms and publicity continuing to work with his new company Hopscotch (now EOne/Universal) from its inception.

Sally Steele is one of Australia’s most experienced and highly regarded Communications Strategists, responsible for over 150 Film, TV, Event, Release & Brand campaigns and media coverage of some of the most seminal independent films of the early 2000s, including controversial, memorable and successful Fahrenheit 9/11, Pan’s Labyrinth, Spellbound, Touching the Void, Somersault, The Barbarian Invasions, Downfall, Mysterious Skin, Wah Wah, Bra Boys, Don’t Crack Under Pressure, You & Me, as well as being Associate Producer on two time AACTA award winning feature documentary Fighting Fear.

She’s worked directly with International Film & Entertainment celebrities incl Russell Crowe, Cate Blanchett, Wong Kar-Wai, Geena Davis, Michael Moore, Sam Worthington to name a few and worked closely with Nash Edgerton, as strategist, commercial agent and publicist from 2004 -2016 to develop the brand of Blue-Tongue Films Collective coining the phrase that would allow a group of filmic friends namely Joel Edgerton, Luke Doolan, David Michod, Kieran Darcy-Smith and Spencer Susser, to maximise their impact and profile on the world stage.

Sally has created devised and executed Marketing & Comms Strategies for BBC Worldwide, The Sydney Film Festival, Dendy, IF Awards and many of Australia’s leading entertainment, fashion and lifestyle brands and has worked with brands including Tag Heuer, James Squire, Van Heusen, 97.3FM,  Red Bull, The APSA awards and National Geographic Channel.

Her extensive experience has led her to be called upon for a broad spectrum of consultancy services across Marketing & Communications, Sponsorship & Branding, Media & Social Media management, Celebrity Partnerships, Community Engagement & Strategic Government Stakeholder Relationships as well as speak at events for corporates, governmental and not for profts such as Modern Woman Expo, Brisbane City Council Revive Festival, Harcourts,  The Melanoma Institute of Australia, Sids and Kids, Design Institute of Australia, NIDA and Endeavour Foundation.

Since first moving to Brisbane 9 years ago, and creating a styling & branding arm of the business to meet the needs of a family-friendly business model STEELEMyStyle  has evolved into Mindset Coaching, Authentic Branding and Personal Mentoring for women and girls facing identity, career, branding, marketing & comms and business challenges.

In 2016 she set up her SpotMyStyle online community with the hashtags #SpotMyStyle & #realstreetstyle to help clients and women who connected with her through her online blog @STEELEMyStyle to celebrate individuality,  beauty diversity, ageless style, style creativity, sustainability and self expression. The now global community has passed 165k posts with women of all ages, shapes, sizes and ethnicities joining in and providing strong body diversity media messages for women everywhere.

Dare More, Care Less ®, a style, self help book like no other is her debut as an author, launching July 2019 with podcast, events, online program in late 2019.

Get in touch 

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