WorkClub, Level 32,
200 George Street, Sydney
12:00PM -
2:00PM
What makes a successful architecture or engineering practice? Spoiler: it's not just good design.
Speakers
Supporting Partners
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Tuesday 30th September
Sales &
Marketing
12PM - 2PM
This session dives into the critical business of brand positioning and marketing strategy – how firms are attracting ideal clients (and top talent) in an increasingly competitive space. We’ll also get candid about what sales and business development really looks like in A&E, beyond the buzzwords and theory.
Wednesday 1st October
Legal &
Business Finance
12PM - 2PM
In this session we tackle the nuts and bolts of sustainable practice management, your legal and financial backbone. From setting up for growth and managing cash flow, to understanding risk and compliance, this session is about what firm leaders really need to know but are rarely taught.
Thursday 2nd October
People &
Processes
12PM - 2PM
Your practice is only as strong as its people and processes.
This session focuses on creating cultures that retain talent, support hybrid work, and scale sustainably. We’ll also get real about delivery – what tools, systems, and structures keep operations humming as you grow.
Sam is the CEO at Built Environment Channel; a free internal communication tool designed specifically for the architecture and construction industry. Over the last decade, Built Environment Channel has changed the way we inform, inspire and celebrate professionals in the architecture and construction industry.
Sam has a background in media and digital transformation with a strong history of leading sales teams and growing early-stage businesses into profitable enterprises. Sam understands the importance of process, underpinned by knowledge of your customer and protecting the value of your service. Growing your business is hard work, but it doesn’t have to be complicated.
Georgie Deetlefs, MBA
Founder, MindMoB
Georgie brings insight and clarity to complex B2B challenges.
With over 20 years in marketing, Georgie’s superpower is aligning business goals with real-world outcomes through actionable strategies. She is meticulous at every stage – from research to rollout – ensuring each piece of work strengthens your brand and resonates with the people who matter.
George Panos brings over three decades of diverse industry experience, with a recent focus on the architecture and design sector, as well as the disability and health not-for-profit space. His career spans leadership roles in prominent organisations including PwC, CSR, GUD Group, Hassell, Architectus, Mcgregor Coxall and Boral.
A qualified lawyer and accountant, George also holds an MBA and is a member of the Australian Institute of Company Directors (AICD). He has served in both CEO and CFO capacities, demonstrating a deep understanding of executive leadership and governance.
George is highly regarded for his strategic acumen and collaborative approach. He works closely with Boards, CEOs, and Executive Leadership Teams to enhance organisational performance across strategy, governance, business development, finance, and operations.
Known for his personable and engaging style, George combines clear conceptual thinking with structured problem-solving and compelling communication. He inspires confidence and enthusiasm, fostering environments where teams and organisations thrive.
He currently serves on the boards of two not-for-profit organisations: Spinal Cord Injury Australia (SCIA), where he is Board Chair, and Advanced Paediatric Life Support (APLS), where he is a Non-Executive Director and Chair of the Risk, Finance, and Audit Committee.
In addition to his board roles, George has led his own consultancy for over 20 years, supporting organisations with strategic planning, business development, implementation, and executive mentoring.
Farrah Motley
Director, Prosper Law
Sam, or Samantha unless she’s in trouble, has had an extraordinary journey as an HR professional. For over 25 years, she’s navigated the bustling corridors of corporate offices, the dynamic environments of startups, and the creative industries. She’s had the privilege of shaping and nurturing talent, fostering inclusive cultures, and driving organisational success across diverse sectors.
As a woman in leadership working as the Head of People and Culture for Arcadia Landscape Architecture, Sam understands the unique challenges and triumphs that come with breaking barriers and paving the way for future generations.
Her role as a mother to two incredible daughters, who also work in the HR profession, has only deepened her commitment to creating workplaces where everyone feels valued, supported, heard, and empowered to reach their full potential.
Sam’s passion for people and all things life fuels her approach to HR. She believes in the power of connection, the importance of empathy, and the transformative impact of a positive workplace culture. Whether it’s through strategic initiatives, personal mentorship, or simply lending a listening ear, she strives to make a meaningful difference in the lives of those she works with.
Ultimately, Sam’s profound desire is to leave a legacy of making the world a better place than when she started, truly impacting people’s hearts and minds and making work genuinely enjoyable for everyone.
When she’s not busy transforming workplaces, you can find Sam truly living life to the fullest. She’s a huge fan of socialising, enjoying good company, wining and dining, and cherishing every moment spent with her family and close friends.
Hannah is a registered architect, qualified access consultant and Director, Operations of AMC Architecture. With over 18 years industry experience and strengths in business management supported by an MBA, Hannah is actively engaged across every facet of AMC’s operations encompassing financial management, human resources, quality management, marketing and business development. Joining AMC in 2012 as a Project Architect, Hannah was promoted to Practice Manager in 2015, became a company shareholder in 2019 and a Director of AMC in 2022.
With highly developed organisational and management skills and a systematic and methodical approach to design, project management and business administration, Hannah is able to draw upon a diverse set of skills and qualifications to balance the various demands of business stewardship and project delivery. Detail oriented and committed to maintaining a consistently high level of service with an appreciation for the commercial imperative, she has played a key role in guiding AMC’s strategic growth and transformation over the last decade.
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Process Invoices
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