We see the big picture, but have an attention to detail that can’t be beaten

Jo Scard Founder + CEO

Who’s who at
Fifty Acres

We’re a passionate team of industry experts and specialists. And we love our work! If you’d like to join our team, check out our vacancies.

  • Jo Scard

    Founder + Chief Executive Officer

    As the Founder and CEO, Jo leads the team at Fifty Acres and is involved with all projects offering her insight and highly sought after strategic counsel.

    Jo has over 20 years’ experience in communications, corporate and political advisory roles and journalism making her one of Australia’s foremost strategic advisers. A respected former journalist in the UK and Australia Jo has worked with ITV, Associated Press, Seven Network, SBS, ABC and Fairfax. Jo has been a senior adviser to the Rudd and Gillard government’s and to the British Labour Party. A trained lawyer she is a Member of the NSW Council of the Public Relations Institute of Australia and on the Boards of Fitted for Work and Hockey ACT.

    Jo started Fifty Acres over ten years ago because she wanted to create an agency that supported flexible work and that was motivated by strong values and work in the for-purpose sectors.

    As the Founder and CEO, Jo leads the team at Fifty Acres and is involved with all projects offering her insight and highly sought after strategic counsel.

    Jo has over 20 years’ experience in communications, corporate and political advisory roles and journalism making her one of Australia’s foremost strategic advisers. A respected former journalist in the UK and Australia Jo has worked with ITV, Associated Press, Seven Network, SBS, ABC and Fairfax. Jo has been a senior adviser to the Rudd and Gillard government’s and to the British Labour Party. A trained lawyer she is a Member of the NSW Council of the Public Relations Institute of Australia and on the Boards of Fitted for Work and Hockey ACT.

    Jo started Fifty Acres over ten years ago because she wanted to create an agency that supported flexible work and that was motivated by strong values and work in the for-purpose sectors.

  • Jackie Hanafie

    Head of Media + Strategy

    As Global Director and Head of Strategy, Jackie supports Fifty Acres’ global operations and push into new markets, and oversees all client strategy work.

    Jackie has worked for more than 10 years in the NGO and not-for-profit sectors providing trusted media and crisis counsel to countless CEOs and high profile spokespeople. Her background is in international aid where she has worked for, and consulted to, organisations such as UNHCR, UNICEF, World Vision, Refugee Council of Australia, Plan International, ChilOut and Beyond the Orphanage.

    A journalist by trade, Jackie received the Honours Degree of the Bachelor of Journalism (First Class) from Monash University where her research thesis focused on the negotiation of access for journalists in protracted humanitarian emergencies. She also received a Master of Strategic Relations from the University of Sydney and is currently working towards a second master’s degree in International Relations at Macquarie University.

    Jackie has worked across Europe, Central and South America, the Middle East and Asia where she’s been able to fully immerse in local cultures and become fluent in Spanish. She is a founding Board Member of Ocean Mimic –  an Indonesia-based UK charity working to protect the oceans and help solve the complex global plastic crisis.

    Jackie is passionate about the power of storytelling to effect positive social change.

    As Global Director and Head of Strategy, Jackie supports Fifty Acres’ global operations and push into new markets, and oversees all client strategy work.

    Jackie has worked for more than 10 years in the NGO and not-for-profit sectors providing trusted media and crisis counsel to countless CEOs and high profile spokespeople. Her background is in international aid where she has worked for, and consulted to, organisations such as UNHCR, UNICEF, World Vision, Refugee Council of Australia, Plan International, ChilOut and Beyond the Orphanage.

    A journalist by trade, Jackie received the Honours Degree of the Bachelor of Journalism (First Class) from Monash University where her research thesis focused on the negotiation of access for journalists in protracted humanitarian emergencies. She also received a Master of Strategic Relations from the University of Sydney and is currently working towards a second master’s degree in International Relations at Macquarie University.

    Jackie has worked across Europe, Central and South America, the Middle East and Asia where she’s been able to fully immerse in local cultures and become fluent in Spanish. She is a founding Board Member of Ocean Mimic –  an Indonesia-based UK charity working to protect the oceans and help solve the complex global plastic crisis.

    Jackie is passionate about the power of storytelling to effect positive social change.

  • Asha Serpless

    Operations + Outreach Director

    Our Operations Director, Asha, brought a wealth of professional planning and organisational skills to the Fifty Acres team during an exciting time of expansion. She quickly got to work implementing new streamlined processes that have greatly benefited both our clients and team.

    She has a Bachelor of Education from Charles Darwin University and a Graduate Diploma in Psychology from Monash University.

    Experienced in operations and administrations for the not-for-profit sector, Asha has a deep understanding of project management, event planning and a fine-tuned talent for improving all manner of workplace procedures.

    She is passionate about building meaningful relationships between for-good organisations and government stakeholders and facilitates opportunities for our clients to engage politicians to support charitable causes and important issues.

    Asha is always on hand to support clients, management and her team to ensure all projects are running efficiently and achieving exceptional results.

    Our Operations Director, Asha, brought a wealth of professional planning and organisational skills to the Fifty Acres team during an exciting time of expansion. She quickly got to work implementing new streamlined processes that have greatly benefited both our clients and team.

    She has a Bachelor of Education from Charles Darwin University and a Graduate Diploma in Psychology from Monash University.

    Experienced in operations and administrations for the not-for-profit sector, Asha has a deep understanding of project management, event planning and a fine-tuned talent for improving all manner of workplace procedures.

    She is passionate about building meaningful relationships between for-good organisations and government stakeholders and facilitates opportunities for our clients to engage politicians to support charitable causes and important issues.

    Asha is always on hand to support clients, management and her team to ensure all projects are running efficiently and achieving exceptional results.

  • Julia Macerola

    Associate Director

    Julia is an experienced communications adviser with skills in research, strategy, events and stakeholder communication.

    She is passionate about strategic communications to ensure that audiences are engaged and relate to content. During her time with Fifty Acres, Julia has successfully developed and implemented a number of strategic stakeholder engagement and communications strategies. She has managed media, government relations and launch events for clients such as the Australian Alliance to End Homelessness, Medical Evacuation Response Group, Camp Quality and Community Sector Banking.

    Whilst studying, Julia worked at Carat Australia and IDG Communications. She received a Bachelor of Commerce (Marketing) and Bachelor of Media (Public Relations and Advertising) from University of New South Wales.

    Julia is Canberra-based but can be spotted working in the Sydney office. No matter where she is, Julia kicks goals within and outside of Fifty Acres as an avid footballer.

    Julia is an experienced communications adviser with skills in research, strategy, events and stakeholder communication.

    She is passionate about strategic communications to ensure that audiences are engaged and relate to content. During her time with Fifty Acres, Julia has successfully developed and implemented a number of strategic stakeholder engagement and communications strategies. She has managed media, government relations and launch events for clients such as the Australian Alliance to End Homelessness, Medical Evacuation Response Group, Camp Quality and Community Sector Banking.

    Whilst studying, Julia worked at Carat Australia and IDG Communications. She received a Bachelor of Commerce (Marketing) and Bachelor of Media (Public Relations and Advertising) from University of New South Wales.

    Julia is Canberra-based but can be spotted working in the Sydney office. No matter where she is, Julia kicks goals within and outside of Fifty Acres as an avid footballer.

  • Alexandra La Sala

    Senior Account Manager

    Lex is a creative communications professional from Melbourne. With varied experience in media buying, campaign planning and implementation, Lex has worked on a broad range of Government and awareness-based projects.

    Passionate about strategic communications, politics and social change, Lex is currently working towards a Master of Global Media Communication at the University of Melbourne. She has a Bachelor’s degree in Communications and Media from RMIT University and has previously worked as a hybrid media buyer for UM Worldwide and Wavemaker Global.

    Well versed across traditional and digital mediums, Lex loves to craft meaningful strategies and engaging communication plans. With a special interest in women’s and children’s rights, Lex spends her free time volunteering and advocating in the youth education space.

    Lex is a creative communications professional from Melbourne. With varied experience in media buying, campaign planning and implementation, Lex has worked on a broad range of Government and awareness-based projects.

    Passionate about strategic communications, politics and social change, Lex is currently working towards a Master of Global Media Communication at the University of Melbourne. She has a Bachelor’s degree in Communications and Media from RMIT University and has previously worked as a hybrid media buyer for UM Worldwide and Wavemaker Global.

    Well versed across traditional and digital mediums, Lex loves to craft meaningful strategies and engaging communication plans. With a special interest in women’s and children’s rights, Lex spends her free time volunteering and advocating in the youth education space.

  • Jules Burpee

    Media Adviser

    Jules is a Canadian storyteller, communications specialist and media trainer with vast global communications experience most recently working with the UN, based in West Africa.

    Previously she’s worked as a journalist with the Canadian Broadcasting Corporation (CBC) in Canada and the UK, Farm Radio International in Mali and the Nation Media Group in Uganda.

    She’s also worked with not-for-profits including the Mastercard Foundation and the East and Horn of Africa Human Rights Defenders Project.

    At Fifty Acres, Jules has managed strategic media and public relations outreach projects for a range of clients ensuring their stories reach intended audiences in an impactful way.

    Jules’ work has taken her to many corners of the globe including the UK, Australia, Canada, Morocco, Jordan, Uganda, Tunisia, Nigeria, Senegal and Mali. She received a Bachelor of Journalism from Carleton University and speaks French and Arabic.

    Jules is a Canadian storyteller, communications specialist and media trainer with vast global communications experience most recently working with the UN, based in West Africa.

    Previously she’s worked as a journalist with the Canadian Broadcasting Corporation (CBC) in Canada and the UK, Farm Radio International in Mali and the Nation Media Group in Uganda.

    She’s also worked with not-for-profits including the Mastercard Foundation and the East and Horn of Africa Human Rights Defenders Project.

    At Fifty Acres, Jules has managed strategic media and public relations outreach projects for a range of clients ensuring their stories reach intended audiences in an impactful way.

    Jules’ work has taken her to many corners of the globe including the UK, Australia, Canada, Morocco, Jordan, Uganda, Tunisia, Nigeria, Senegal and Mali. She received a Bachelor of Journalism from Carleton University and speaks French and Arabic.

  • Morgan Smith

    Account Coordinator

    Morgan completed her undergraduate studies at the University of Sydney, undertaking a Bachelor of Commerce (Liberal Studies) with majors in marketing, international business and American studies. During this time she undertook a year-long exchange in the UK at King’s College London, focusing on marketing, management, history and politics. Alongside this, she worked in creative communications for The 6AM Agency.

    She is currently completing her Honours in Marketing at the University of Sydney Business School where her research thesis focuses on the  intersection of narratives and responsible consumption in the Australian energy sector. This research project developed from her interest in how we can effectively work towards the Sustainable Development Agenda and address the climate crisis.

    Morgan is passionate about working with people and organisations that seek to better our community and helping to develop communications that make a positive impact with audiences.

    Morgan completed her undergraduate studies at the University of Sydney, undertaking a Bachelor of Commerce (Liberal Studies) with majors in marketing, international business and American studies. During this time she undertook a year-long exchange in the UK at King’s College London, focusing on marketing, management, history and politics. Alongside this, she worked in creative communications for The 6AM Agency.

    She is currently completing her Honours in Marketing at the University of Sydney Business School where her research thesis focuses on the  intersection of narratives and responsible consumption in the Australian energy sector. This research project developed from her interest in how we can effectively work towards the Sustainable Development Agenda and address the climate crisis.

    Morgan is passionate about working with people and organisations that seek to better our community and helping to develop communications that make a positive impact with audiences.

  • Peta Beadman

    Account Coordinator

    Peta is a proactive and capable coorinator with extensive experience in various executive assistant roles. Over the past ten years, Peta has specialised in micro and small business support.

    At Fifty Acres Peta supports the team across a variety of client accounts, assisting with government and media engagement activities. She has proven instrumental in arranging meetings with clients across all levels of government. Peta has also secured a number of high profile media pieces for clients within a short space of working with our team.

    She is passionate about supporting and lifting others, efficient resource management and providing prompt, accurate communications. Inspired to change narratives surrounding women from underprivileged, remote and minority backgrounds, Peta is currently studying a Bachelor of Creative Writing and a Bachelor of Laws at the University of Canberra.

    Peta is a proactive and capable coorinator with extensive experience in various executive assistant roles. Over the past ten years, Peta has specialised in micro and small business support.

    At Fifty Acres Peta supports the team across a variety of client accounts, assisting with government and media engagement activities. She has proven instrumental in arranging meetings with clients across all levels of government. Peta has also secured a number of high profile media pieces for clients within a short space of working with our team.

    She is passionate about supporting and lifting others, efficient resource management and providing prompt, accurate communications. Inspired to change narratives surrounding women from underprivileged, remote and minority backgrounds, Peta is currently studying a Bachelor of Creative Writing and a Bachelor of Laws at the University of Canberra.

Looking for collaborators who deliver? Drop us a line.