Meet Jacqui: Our Creative, People-First Leader Who’s Driven to Make a Difference

Jacqui is a wife, a cat mom, and a passionate creative. Originally from Australia and now living in Vancouver, BC, she has a love for business and marketing, and healthy living and well-being. As our director, she leads our team in bringing brands to life—drawing on her background in research and analytics, as well as her passion for educating and connecting with others. 

We recently sat down with her and asked a few questions to learn more about where she’s come from and what’s propelling her forward. Here’s what she had to share.

Tell us a little bit about yourself. What were your dreams and aspirations as a kid?

I grew up in Tasmania, Australia—about as close to Antarctica as you can get. It was a beautiful place to grow up and it’s well worth a visit if you ever get the chance. I’ve always been a big dreamer—as a child, I was full of ideas of what I wanted to be when I grew up, from a chef to a teacher to a doctor—nothing was off the table. But one thing was clear: I was always dreaming up my next small business idea. Whether it was selling hand-painted picture frames at the flea market with my best friend, going door-to-door with chocolates, or becoming a homecare rep at 12 (thanks, Mum, for driving me all over town), my uncle always said I had an entrepreneurial spirit from the start. It makes me laugh now to reflect on all the ideas I had running through my mind at such a young age.

What did you study in school, and where did you end up outside of university?

I studied Nutrition and Dietetics with Honours at Griffith University on the Gold Coast in Australia. When I graduated, I started doing research assistant work while considering a research career and PhD. From there, I started my own business providing individual and group dietetic services in my hometown of Hobart, Tasmania.

So, you started your career as a business owner. That’s impressive! Tell us more about that.

After graduating from university, I didn’t know what would come next for me. There were several pathways and opportunities to consider. Would I pursue a research career, work in a hospital, or pursue private practice? Another bright idea (ha)—I enlisted the help of my beloved grandmother to start a conversation with our family doctor about the need for a dietitian. That conversation quickly went from 0 to 100, and it wasn’t long before I was developing a business plan, convincing my brother to design me a logo, building my website, and moving back home to Hobart to open my own dietetic business. I started operating out of one practice and, over the next 18 months, expanded to operating out of five locations in addition to community outreach work. 

This period of my career was a steep learning curve and one of the most transformative times in my life. I quickly had to learn the ins and outs of running a business, from business development to marketing and financials. Still, I pushed myself to dive in and share what I was passionate about. I found myself enjoying building relationships and connecting with my patients. I worked with numerous individuals and community and private organizations, educating and supporting others on their journeys to well-being. 

While I ultimately traded my dietitian cap for a newfound love of business and marketing, I’ll always be grateful for the people I met along the way—the friends I made, the advocates who believed in me, and most of all, the patients who transformed their lives and whose stories will forever be a part of my own.

How did you realize you wanted to be in marketing?

I’ve always been drawn to anything creative—art was one of my favorite subjects in school. When I started my own business, I discovered my love for the marketing and business side of things, too. Whether it was building my website, creating marketing materials, or putting together presentations, it never felt like work, it was just fun.

At the same time, my background in research made me realize how much I enjoy digging into data. I love analyzing numbers or finding themes in qualitative data. There’s something incredibly satisfying about making sense of data and complex information, simplifying it and using it to make things better.

At Flo., I get to bring together all the parts I enjoy most: creativity, a passion for educating and connecting with people, and my skills in research and analytics.

What are you most passionate about? What drives you?

I am very passionate about design, especially branding. I love seeing a brand come to life, and it’s one of my favorite parts of marketing. A strong brand can make a huge difference in a business’s success, and I love being part of that process.

I’m also driven by a desire to help and connect with others, whether supporting someone in their career, creating a positive and collaborative work environment, or helping a business grow.

What’s the best career advice you would give someone just starting out?

Two things I always come back to are trusting your gut and finding good mentors (or a career coach). I encourage people to look for a job or career path that truly fits them—even if that means changing industries, moving on quickly, or taking a career break. Only you know what feels right, so trust yourself and stay true to what matters most.

A great mentor—or a few—can make a huge difference. I’ve learned so much from hearing other people’s stories and seeing things from different perspectives. And that kind of support doesn’t necessarily have to come from someone more senior, either. Peer support is also valuable. Having colleagues who encourage you, challenge you, and cheer you on can completely change your experience at work.

How has living and working in different places around the world informed your approach to business?

Living and working in different countries has definitely shaped the way I approach my work with clients. I think most people can relate to the feeling of traveling somewhere new—sometimes in awe of the culture, sometimes experiencing a bit of culture shock—and how those moments can shift your thinking or spark new ideas.

Immersing myself in different business environments around the world has given me a deeper appreciation for just how unique and distinctive each city and country really is. Each place really has its own economic and business culture—what works, what doesn’t, and what could be done differently—and observing that firsthand (and working remotely across time zones) has influenced how I show up in my work. I’ve found that by stepping back, bringing in a global context, and challenging the norm, I can offer clients a fresh perspective that helps them to stand out in crowded markets.

And fair warning—you may catch me correcting myself when I realize I’ve slipped into Aussie lingo (especially after a trip back home). 

What’s next for you and your work at Flo.?

One area I’m excited to keep building on is supporting others in their career journeys—whether through mentoring, coaching, or workshops. My early career as a dietitian taught me the impact of one-on-one support, and applying that experience to career growth and personal branding feels like a natural evolution.

This past year, I’ve become more involved in mentorship programs and explored new ways to create peer support communities. This experience has reminded me just how valuable the right tools, people, and support can be—whether you’re improving your health, building a business, or shaping a career.

I’m also excited to continue working with innovative companies, whether they’re in AgTech, HealthTech, or other emerging tech sectors, and to keep expanding our reach in the U.S., Canada, and Australia. Through creative, strategic marketing, there’s so much opportunity to help bold ideas gain traction and reach the right audiences. Whether it’s supporting founders, growing brands, or guiding teams through change, I’m energized by the possibilities ahead.

What’s one of your proudest moments working for Flo.?

It is hard to pinpoint one moment in particular. In general, I am incredibly proud of the quality of work our team does and the innovative companies we work with. I’ve never worked for a company that puts so much thought, detail, and effort into client work, and that is something to be incredibly proud of. I always think about how cool it is to see how much marketing can transform businesses and impact our society and beyond.

As you’re building your team, what are the qualities you look for the most?

I always look for people who are driven, motivated, team players, and bring positive energy to the team. We work hard and fast at Flo., and it’s a place where you can gain decades of experience in a short span of time. People who value that, are ready to dive in, care about what they do, and are motivated by the industries we work with, will see the most success and be the best fit for our team. 

What’s a book, podcast, TV show, or movie you’ve recently found inspiring—and why?

I have several books on the go, and it’s too hard to pick, so I will choose something different and say a newsletter I recently signed up for—Jason Feifer’s One Thing Better. I look forward to these newsletters dropping into my inbox every Tuesday. Jason is a great writer and provides inspiring career and life advice to do one thing better. Do yourself a favor and sign up!

What’s your favorite quote of all time?

Tough—I love so many, but a favorite is: ‘You are braver than you believe, stronger than you seem, and smarter than you think.' - AA Milne

Outside of work, what do you love to do?

I love spending quality time with my husband, our cat (Merlin), and friends. Whether we are out exploring BC, going for coffee walks, or discovering new restaurants, being with and connecting with my 'people' is my favorite. 

I also love traveling, and I'm always planning my next adventure. Visiting home to see family (especially my new nephew) is always a priority, but so is visiting new places I haven't been before. I am very fortunate that my husband is a pilot, and travel is a big part of our lives (I am currently editing this on a plane home from LA)!

In all the work and leadership that you do, what do you find to be most rewarding?

For me, it always comes down to people and relationships. I love working—I always have—but it’s the people that make it meaningful for me. I value the relationships formed through work, whether with clients, partners, or colleagues. That’s what I find most rewarding and motivating. When I reflect on the people who have significantly impacted my career and growth throughout my years, I hope that through my leadership, I can do the same for others.

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