Justine Coates HR-1

Justine Coates

White Space


Justine is an agile, creative, and highly commercial executive leader who thrives on unlocking potential in people and business. She holds immeasurable expertise leading large multi-disciplinary teams and across vast stakeholder networks that span different sectors, commercial and operating models, market orientations, and agendas. She brings fresh perspectives and a growth-mindset to her everyday interactions. She believes that creative thinking, savvy P&L leadership, and customer understanding foster an environment for progress and profitable growth.

Justine has over 20 years of deep client-side functional (corporate strategy, marketing, customer, commercial and international trade roles) and Executive-Board Leadership experiences at tier 1 organisations including Horticulture Innovation, Weight Watchers, Charter Hall, Lion Co, Campbell-Arnott’s and Accenture.

She has a disciplined, data and insight-led approach to the art and science that is required to drive sustainable growth, build great brands, create valued customer experiences, foster a culture of innovation, digitally enable what we do, driving organisational agility, and actively grow business reputation.


Justine's experience with SMBs

At Strategic Specialists Group (SSG), Justine partners SMBs in portfolio strategy, M&A, innovation, strategic marketing, digital integration and planning, customer strategy and experience design. Since starting at SSG in May this year, she has helped clients in environmental waste and sustainability, construction, and agribusiness sectors.

Justine is also Managing Director (part-time) for the Fruit and Vegetable Consortium (The FVC) which is a cross-sector collaboration of organisations spanning health, food, agriculture, government, retail, and research sectors – including Nutrition Australia, CSIRO, the Heart Foundation, AusVeg, Fresh Markets Authority, State Health Promotion Agencies, Deakin University, Cancer Council, Jamie Oliver Good Foundation and Stephanie Alexander Kitchen Garden. Together, and with the support of over 250 organisations, The FVC are committed to together improving fruit and vegetable consumption to grow a healthier, happier, cleaner, and wealthier (far more prosperous) Australia.

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The Top 12 Finance Pain Points SMBs Face (2020)

Key Skills

  • Commercial Specialist
  • P&L Management and Leverage
  • Mergers & Acquisitions
  • Digital Enablement
  • Customer Strategy
  • Brand Position and Identity
  • Strategic Partnerships

Industry Experience

  • Food & Beverage
  • Agribusiness
  • FMCG & Retail
  • Industrial & Construction
  • Property & Fund Management
  • Government
  • Health

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