In this series, we’re taking a look at some of the most creative faces in Melbourne with some help from our friend Kathleen Gunther, who partners with independent agencies across Australia and New Zealand to scale their brand presence and drive sustainable growth. This week, we spoke with Fiona Forbes, chief executive of The Diggers Club.
1. How long have you been in Melbourne and if you weren’t born here, did you choose it or did it choose you?
Fiona Forbes: I moved to Melbourne 4 years ago, after 20 years in Sydney, I was looking for a change, a new chapter I guess, and always have loved visiting Melbourne for work and pleasure. During the washup following COVID I joined a Melbourne based agency setting up a Sydney office and in 2022 created the opportunity to relocate. I made some great friends who I continue to work with today, especially now they have all started their own agencies. I have no regrets, I really love the people, culture and weather would you believe! The seasons.. makes life way more interesting when it comes to fashion.
2. What’s the most Melbourne thing about the way you or your team works?
FF: Victoria has long worn the title of Australia’s gardening state with quiet pride — and I’ve somehow landed the best seat in the house. As CEO of The Diggers Club and Foundation, I lead the country’s largest gardening membership organisation, with stunning gardens dotted around Melbourne: Heronswood in Dromana, Cloudehill in the Dandenongs, and the Garden of St Erth in Blackwood — each beautiful and completely distinct. It’s a far cry from a decade in PR agencies and consulting, but with a team of genuinely passionate, garden-loving people around me, I’m pretty sure I’ve found my tribe.
3. Who in the local industry has shaped the way you think about leadership or doing business? Tell us about them.
FF: Many people throughout my career have shaped my leadership approach, but I have always admired leaders who surround themselves with smart people and are not threatened by their knowledge but use it to leverage better outcomes for the organisation, culture etc.
A career highlight was working in a leadership team filled with incredible expertise and led by CEO Tim Dugan (a Melburnian). We came together in a not-for-profit to build a new integrated cancer centre called Lifehouse in Camperdown. Tim empowered us all to do our best in a supportive environment, the culture we created was one of the best I have ever worked in.
I also think that working in the worst of cultures where behaviour or leadership is toxic helps you to figure out what you don’t want to be as a leader, you quickly learn what it takes to create a strong team dynamic. In my experience you have to ‘walk the talk’ and lead by example, people thrive when they feel respected, valued and communications are open, transparent and consultative. Just be human, we are not robots… yet!
4. What’s a moment you had to back your gut over ‘the safe choice’?
FF: Definitely when I decided to leave Sydney, many people thought I was nuts/brave, or a bit of both. I left a network, established career, family and great friends .. and I do miss them all, but I feel like I am home here.
5. If you were a Melbourne landmark, what would you be?
FF: I would definitely be a beach box at Brighton or Portsea! Multicoloured stripes cause that would be my happy place! I love being on the beach and swimming in the sea – it’s a bit more chilly than a Sydney beach, but most days you will find me down there walking my dog Reggie – who also loves a dip.
Kathleen Gunther is the founder of Gunther Consulting, partnering with independent agencies across Australia and New Zealand to scale their brand presence and drive sustainable growth. With expertise spanning digital marketing, brand strategy, PR and communications, she brings the pragmatism, specialist connections and industry know-how to help agencies market their most important client — themselves. Kathleen also serves as a Board Member of AWIA, actively shaping Australia’s digital landscape and championing inclusivity in the industry.
