Sally Tobin

Sally Tobin has a diverse and extensive work experience in the marketing and branding industry. Sally founded XPO Brands in 2013 with the goal of revolutionizing the below-the-line industry. XPO Brands prioritizes the power of insights, creativity, and measurement to deliver highly effective campaigns. Sally served as the Founder and Managing Director of XPO Brands.

Sally also worked as a Non-Executive Director and Chairperson at Shop! Association ANZ from 2019 to 2023.

In 2021, Sally co-founded SampleLab to support XPO Brands' mission of creating meaningful connections with shoppers in Australia. SampleLab focused on customer data acquisition through trial and sampling, and the business was sold in 2022.

Before XPO Brands, Sally held the position of General Manager at Test Drive, where they successfully rebranded the company and expanded its offerings. Test Drive was later sold to the Clemenger Group and merged with Traffik.

Sally started their career as a Senior Account Director at Channel 5 Communications, where they gained experience in shopper strategy and campaign planning for various brands.

Sally's early experience includes working at Cordaire's Pty Ltd, where they joined in 2001 and eventually became a Partner and Managing Director. Sally played a crucial role in growing the talent agency and establishing an experiential staffing division.

Overall, Sally Tobin has a solid track record of leadership, innovation, and success in the marketing and branding industry.

Sally Tobin completed their Master of Business Administration (MBA) degree in Business Administration and Management from Macquarie Graduate School of Management (MGSM) in 2008. Prior to that, they attended Gosford Christian School and obtained their Higher School Certificate (HSC). The specific years of enrollment are unknown.