With over 14 years’ experience as a senior communications leader in complex, multinational environments, I’ve spent my career at the intersection of business strategy and storytelling. I’ve led high-impact campaigns, driven digital transformation narratives, and advised executives through change, growth and repositioning. From spearheading global initiatives at GHD Digital where I elevated AI and cybersecurity capabilities on the global stage, to guiding communications for one of the largest acquisitions in the South Pacific engineering sector, my expertise lies in translating complexity into clarity. My work has spanned board-level communications, brand transformation, major systems change, and global events such as COP29, always with a sharp focus on alignment, impact, and engagement.

Fly the Coop was born from the convergence of three personal pillars—my love for my son Cooper, my passion for strategic communications, and the quiet creativity I find on my sheep-filled farm. After years of shaping narratives behind the scenes, I set out to build a consultancy that gives brands and leaders the tools to step confidently into the spotlight. Fly the Coop isn’t about chasing the mainstream, it’s about helping you break from the flock, elevate your voice, and craft stories that truly set you apart.

Steph Macfarlane