Our Team

Dr Samantha Smith

With over two decades of experience, Dr Samantha Smith, Director of Pinnacle, is a thought leader in strategic communications, marketing and social research. Through her extensive work within the private, government and not-for-profit sectors, she has developed an intimate understanding of the Australian marketplace and the rigour required for campaigns to succeed.

A Fellow of the Governance Institute of Australia and Graduate of the Australian Institute of Company Directors, Samantha is a Non Executive Director of WorkSafe and the Transport Accident Commission (TAC) and a Member of the Australian Communities Foundation (ACF) Development and Donor Relations Committee.

Academically, Samantha has a Doctorate in Business Administration from Monash University which she obtained for her communications and behaviour change related social research into Generation Y. She also has a Bachelor of Business majoring in Marketing (RMIT), a Masters in Communications and Media Studies (Monash University) and is regularly invited to present her research findings and insights to marketing practitioners and academics in Australia and overseas.

A guest lecturer at Monash and Melbourne University, Samantha sits on Swinburne University’s Master of Marketing Course Advisory Committee, assists in judging the Telstra Australian Business Awards and Business Women’s Awards and is a published author on the topics of Gen Y and social media.

For more details on Samantha’s experience and publications, visit her LinkedIn profile.

Andrew Lawlor

A marketing and communications specialist, Andrew has worked for Fortune 500 companies, start-ups and communications agencies to develop campaigns and copy which cut through the usual corporate clatter.

With a bachelor of Business (Marketing), Graduate Diploma in Teaching and Master of Arts (Creative Writing and Literature), he is a talented strategist and writer who focuses on craft and research to deliver insights and stories that gain people’s attention and solicit action.

With broad interests in the arts and media, and a career spanning twenty years across multiple industries, he is adept at finding new ways to develop strong  returns on investment.

Dr Nives Zubcevic-Basic

As Pinnacle’s resident researcher, Nives’ research specialties include marketing communication, consumer behaviour and consumption patterns.

A Senior Lecturer and a Director of the Master of Marketing in the Faculty of Business and Law at Swinburne University, she has a strong interest in consumer neuroscience and is adept at integrating EEG, fMRI and eye tracking into her experiments.

When it comes to commercial research, Nives’ appreciation for solid strategic research outcomes has seen her partner with prominent global brands including L’Oreal, Arsenal Football Club, Zara and Google.

Cathy Bryceland

Cathy is a highly experienced digital professional who has worked for a range of large corporations, government agencies and IT providers – including the likes of Lonely Planet, Vodafone, Telstra Bigpond, SBS and SKY.

As Pinnacle’s digital expert, Cathy specialises in web architecture and planning, content creation, analytics, search engine optimisation, e-commerce, e-learning and social media management.

Fixed on creating a digital presence to meet business goals, she is skilled at driving traffic, fostering communities and maximising conversions on all manner of digital platforms.

Lana Black

A sought-after event manager, Lana joined the industry in the mid-90s and has perfected her craft developing and working on events for the likes of Sony, CUB, Telstra, Optus, Ford, Microsoft and Cadbury.

Over the years she has planned and managed events of all types, scales, budgets, and locations, specialising in product launches, press conferences and exhibitions.

Guiding her clients on creative possibilities, pre-production requirements and budget development, Lana brings a methodical, efficient and pro-active approach to ensuring business objectives are not only met but exceeded.