Amy Smith

The Good Foundation

    Entrepreneur, marketer, brand builder and business owner.

    Amy is energetic, creative and has built her career building brands through great marketing here and overseas.

    She started her corporate life in Australia at Telstra, then moved to London in 1993 where she worked for over a decade running creative advertising agencies including TBWA, WCRS and Nike’s long standing agency, Wieden + Kennedy.  She also worked in the French media group Havas in Paris and is a fluent French speaker.

    After 11 years in Europe, she returned to Australia in 2005 as Managing Director of TBWA, Melbourne and Sydney.  She then moved to JWT to become the CEO of Australia and New Zealand.  After winning the pitch for the ailing Jenny Craig business, she was offered the position of Managing Director of Jenny Craig and left advertising in 2008.

    From 2008 to 2011, she embarked on a 3-year turnaround plan that revitalized the brand (from Magda to Mel B), doubled the business and resulted in the sale of the ANZ Jenny Craig franchise to Nestle in 2011/12 for over $50 million.

    During her time pre-sale, she expanded stores to over 100 locations, launched an online weight management business, Jenny Craig at Home, a men’s weight loss business, Jen for Men and JenMe, an adolescent weight management and education program in collaboration with Monash University.

    For the two years post sale, she worked under Nestle domestically as the Global CMO of Jenny Craig creating campaigns for US and UK, France and ANZ.

    She left Jenny Craig in 2013 and established Rise Productions, and began consulting in marketing and brand strategy consultancy, product and packaging innovation, retail design and go to market strategies.   Her clients included Dineamic, Cricket Australia’s Big Bash, Target and Swisse.

    In 2014, she became a part owner of the Dineamic business and took the healthy pre-packaged food offering from a niche offering just feeding elite athletes, to a mainstream retail and online business creating and selling healthy meals for busy people.  DIneamic is now in retail, wholesale, on line and has three food stores and cafes in Melbourne.  She remains a key investor and is a Director.

    She met Simon Crowe and took on the role as Head of Marketing and Brand at Grill’d in February 2015.  Her key remit was to revitalize the Grill’d brand, refresh restaurant design, redefine and re position ‘healthy burgers’ and align NPD to the core millennial customer.

    She continues to consult to Grilld on brand strategy and now works with other clients in the areas of marketing and brand strategy, product innovation and packaging and go to market strategies. Her current clients include, Grill’d, Maitland Meat, DAA, Dineamic, and Boundary Bend.

    Recently she took on the role of CEO at Jamie’s Ministry of Food Australia operated through The Good Foundation with a mission to transform Australia’s eating habits through inspiration, education and healthy cooking.