First Nations-led business, YarnnUp, has appointed respected communications leader Fiona Johnston as Managing Director, marking a significant milestone as the business enters its next phase of growth.
Founded in 2018 by William Trewlynn and Ray Alam, and grounded in its philosophy of “Blending Wisdom, Inspiring Change”, YarnnUp blends First Nations knowledge with behavioural science, strategy, and creative to help organisations create meaningful, lasting cultural change. With offerings spanning Consulting, Creative and Capability, its clients include Tourism Australia, McDonald’s Australia, Allianz, DHL, QBE, Philips Australia, the Brisbane 2032 Olympic and Paralympic Games, Seqwater, SAS, The a2 Milk Company, and Craveable Brands.
Johnston brings years’ of leadership experience, having held senior executive roles locally and internationally in some of the world’s leading agencies and businesses, including UM ANZ, IPG Global Mediabrands, MediaCom AU, Havas EMEA and, most recently, dentsu ANZ. Working with businesses such as The Coca-Cola Corporation, Tourism Australia, Lion, The Australian Federal Government, Woolworths Group, Optus, PepsiCo International, Interbrew Europe and more.
Fiona will oversee management of the business working alongside Trewlynn and Alam as YarnnUp continues to scale nationally. With the aim to invest in new services, talent, and client partnerships to help drive positive impact for First Nations representation across all Australian companies.
The appointment comes during a sustained period of growth for the business, with several new client wins and initiatives set to be announced in the coming months.
Trewlynn, Co-Founder and Director of Creative & Culture at YarnnUp, said the appointment allows the founders to focus on the long-term vision of the business while strengthening its client, craft and operational excellence.
“We’re exceptionally proud of what our team has built, and we’ve reached a moment in our growth where realising our full potential means working in a new way. Bringing Fiona in as Managing Director does exactly that,” he said.
“Our ambition is bigger than the business and that’s where Fiona’s experience and passion come in. We want to change the way this country understands leadership. We’re sitting on 60,000+ years of knowledge about how to lead, how to relate to one another, how to make good decisions, and I want that in boardrooms and cabinet rooms, treated as real intelligence, not a nice-to-have on the side.
My wish is for YarnnUp to be the proof of what’s possible: a First Nations-led business at the forefront of its field, that sets the national standard for this work, and creates real economic opportunity and pathways for Aboriginal people for generations. To not just change how organisations think now, but to create sustainable behavioural evolution too.”
Alam, Co-Founder and Director of Commercial & Strategy at YarnnUp, added, “We’ve always believed our work should create lasting behavioural change, not just tick compliance boxes. Fiona understands both the commercial realities our clients face and the importance of building organisations that are culturally capable, sustainable and future-focused. As we continue to grow, her leadership will help us scale without compromising the values and purpose that have shaped YarnnUp from day one,” he said.
“For me, it comes back to a simple belief: culture shapes everything, how people think, work, and make decisions, and most organisations have never learned to navigate that well. I see the ability to work effectively across cultural differences as a genuine strategic skill, not a soft one, and one that’s becoming more important as markets become more global and more diverse.
What we’re building at YarnnUp isn’t just for the First Nations space. It’s a proof point. If you can get the cultural lens right here, across people, policies and how organisations actually operate, you can apply that same evidence-based approach anywhere.”
Johnston said the opportunity to join YarnnUp was driven by a desire to use her expertise and knowledge in service of our Country’s best future, one which sees a better place and space for the First Nations community.
“I’m excited to help realise the next phase of the YarnnUp business, leading an amazing and talented team, alongside Will and Ray, to ensure our impact and client partnerships can create important work that makes us all proud. Culturally sound, client inspired and commercial success with purpose.”
