Sally Steele is director and owner of STEELEMyStyle providing services to individuals, organisations, brands, small businesses , government and corporations.
With over 20 years in Strategic Marketing, Branding & Communications in the Film, TV, Entertainment Lifestyle industry Sally has unrivalled expertise and insight into maximising potential. Whether helping someone out of a style rut or completely rebranding an individual and their business Sally has the connections, strategic knowledge and ability to take clients and their projects to levels they had not even imagined possible.
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 Masters 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 marketing, comms and publicity and continued to work with his new company Hopscotch (now eOneANZ) from its inception and is responsible for over 150 Film, TV strategic comms campaigns and coverage of some of the most seminal independent films of the last 15 years.
Sally has also worked in a strategic marketing & comms capacity with brands including The Sydney Film Festival, SBS, Samsung, Tag Heuer, James Squire, Van Heusen, 97.3FM, BBC Worldwide, Red Bull, Audi, 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 organisations and fundraisers such as Brisbane City Council, Wesley Breast Clinic, The Melanoma Institute of Australia, Sids and Kids, Design Institute of Australia, NIDA, Endeavour Foundation.
Since first moving to Brisbane 9 years ago, and the styling & branding arm of the business created to meet the needs of creating a business that was family-friendly has evolved into Mindset Coaching, Authentic Branding and Personal Mentoring for women 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 130k posts with women of all ages, shapes, sizes and ethnicities joining inand providing strong body diversity media messages for women everywhere.
A working mama in her late forties with two kids, 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, maximise potential and make big ideas happen.
Sally lives in Brisbane, Australia with her 2 young daughters and husband of 20 years.
Dare More, Care Less is her first book and will be released in late 2018.
““Dare More – Care Less ” Sally Steele
Why I do what I do
With over 20 years experience in marketing, communications & branding, the essence of what I do is
- create confidence
- challenge mindsets & behaviours
- maximise potential
- make ideas happen
- create meaningful brand connections , content & partnerships
I have been working in the film, media & fashion industries for well over two decades and am a busy working mother over forty to two young girls.
I really like people. And I get a wee buzz out of maximising potential and making ideas happen.
But as I age I am bored, frustrated and want change.
Bored of media and companies telling women (and men) how they should think, dress, feel about themselves and behave and making consumption a hobby.
Bored of slick glossy Instagram feeds that show perfectly stylish people leading dream lives.
Life is not perfect – Excuse my French but hey I am Glaswegian – Fuck Perfection.
I am not perfect but I am happy – with who I am – my family & friends – my body – my imperfect messy life.
So I like being a game-changer. Mix things up a bit , whether I am helping a style client ditch the negative self talk and love themselves a bit more or creating engaging disruptive content for brands.
Which is why my business tagline and first book is DARE MORE, CARE LESS ®
DARE MORE, CARE LESS ®