Our Team

Strategy | Advocacy | Networks

Creating business acumen to drive effective positive results in a disruptive economy for the C-Suite. We are really good at helping you to UNLEARN and RE-THINK in the age of digital disruption. Experts in digital strategy for some of Australia’s best known companies. We exploit the power of digital media and communications strategy as a corner stone in satisfying clients overall business objectives and revenue streams, as well as sales and marketing objectives. Our team is an Australian, American and European co-operative of highly regarded specialists, who are networked, working with medium to large corporate clients.

Meet The Team

Fi Bendall

CEO – Bendalls Group
Board Director – Judo Capital Bank 
Chair –  The Female Social Network 
Founder & Director – Prevent and Protect


As a Westpac / AFR 2015 100 Women of Influence and described by CEO Magazine as The CEO’s Secret Weapon, Fi is one of the most respected thought leaders in the behavioural digital space.

As an expert and pioneer in behavioural digital strategy and with over 24 years’ experience in the digital / tech sector over three continents, Europe, USA and Oceania; she has a depth of understanding that is unique globally.

After beginning her career in the consumer electronics industry, Fi into moved into developing key digital strategies in London and New York for large companies such as the BBC and Virgin. During this time, from 1992, she developed key advocacy programs, with unique IP, deploying emotional data solutions to identify “effective advocate” customers and employees.

Fi has developed Bendalls Group Methodology for Identifying Effective Advocates from research across 900 personality behaviours creating an “Effective Advocate Inventory”, which customer advocacy programs can be designed that drive big commercial outcomes & insights. This unique IP in the intersection of behaviour and social technology has led to Fi and her businesses to seek an International partner to expand with.

Fi and her team works in collaborative partnerships with blue chip organisations from financial services, healthcare, entertainment, retail to FMCG, B2B, tech and contact centres.

She has aggregated large networks of 8.5m Women and 660K Female Entrepreneurs (The Female Social Network TM), 1.6m youth 18-30 years’ olds (The Social Youth Network Channel).

Fi is a recognised and well-regarded speaker having spoken at a wide range of international conferences and an incumbent specialist speaker to the highly regarded CEO Circle.

She is also a Board director of
Judo Capital Bank – www.judocapital.com.au
Prevent and Protect – www.protectandprotect.com.au
More about Fi and Bendalls – Click Here

Duncan Bendall

Duncan is working on digital transformation strategies, digital marketing strategies and social media strategies that deliver financial outcomes for a range of companies such as NZ Bank, Westpac Group, Bibby Financial, MTAA Super as a Commercial Director at Bendalls Group.

Bruce Billson

“What inspired my effort was to try to communicate to all in the community I represent that your postcode does not determine your potential. We all have the capacity to learn, to grow and to gain insight and wisdom to succeed in this country.”

Don Hunton

Don is an inspirational leader with global perspective, who is able to formulate a coherent vision and deliver strategic objectives through organisational change and clear executable plans. A tenacious business builder with strong commercial acumen and exceptional customer relationship focus.

Caitlin Hopkins

Caitlin is a multitasking maestro who manages both the client and network activation at Bendalls and TFSN. She specialises in creating and curating quality digital content that makes you ‘Unlearn, Rethink’. When she’s not on a coffee fuelled roll, you’ll probably find her in floating somewhere in the ocean.

Engel Schmidl

Engel Schmidl is a writer and editor. He has written on a diverse range of subjects for local and international publications and specialises in content creation and strategy.

Katy Cao

Katy Cao is a recent graduate who studied a Bachelor of Arts in Communications at UTS. Outside of work, you are likely to find her on the dance floor at a music event. She also enjoys writing for her website which is mainly about music, art and society and culture.

Ruby Gardiner

Currently studying Communications in Digital and Social Media at UTS.
When she’s not writing Meme’s for Uni assignments, you’d find Ruby planning an overseas trip or road-tripping to a music festival.

Angelina Boutouridis

Angelina (intern): I’m a Communications student at UTS, majoring in journalism and advertising. Outside of study and work, I’m a lover of Aussie fashion labels, foreign films, all things French, Margaritas and of course, pizza.

Leah Yiannis

Leah is an expert graphic designer specialising in brand development and identity, web design, digital marketing and print design, primarily in the corporate sector. Leah has worked with many well known brands and is proud to have worked with clients such as Bigpond, Commonwealth Bank, Mercedes-Benz, Hyundai, Ricoh, Optus, Mission Australia just to name a few.

Craig Bucknall

Craig has years of experience in website design and ecommerce solutions, along with his background in IT and Network Infrastructure support enables him to deliver functioning and attractive solutions to our clients. His experience working with the Department of Education and many corporate and private companies is testament to his success.

Dylan Thompson

Dylan is people person. With his roots in recruitment and sales, his communication ability is what makes him star at developing new business for the group. With his Bachelor of Film, Dylan also manages the video content internally and for our clients. His friendly attitude brings good vibes and a good laugh to the Bendalls Group.

Grace Lee

An enthusiastic and outgoing Commerce/Psychology student currently attending UNSW who loves dabbling in Photoshop creating interesting and quirky collages. Furthermore, loves a little dance class and wine in the evening after a small walk with her favourite dog, Ollie.