About Fides

Project Director | Creative Partnerships | Government Advisory | Cultural, Cuisine and Community Advocacy

Fides is a project director, advisor, and innovative business leader with 20 years of marketing experience working across retail, hospitality, startups, and government. She has a Bachelor of Business Marketing and a Diploma of Advertising from RMIT University, Melbourne, and in 2007 Fides was selected for the City of Melbourne’s Altitude Emerging Leaders Program.

As Founder and Director of Fides & Associates, and through vast contract opportunities, she has led strategic marketing, business engagement, and brand development projects for the City of Melbourne, JLL, Collins Street Precinct Group, Octomedia, and the Victorian Government Metro Tunnel Project.

Fides has successfully managed high-performance teams and complex projects, activating creative partnerships and initiatives across industries. She chaired the City Retail Centre Management Forum, representing 300+ businesses, and at Octomedia, she attracted investment in the first Australian openings of two American lifestyle brands.

While at the City of Melbourne, she was the lead strategist of the Melbourne Retail & Hospitality Strategy, and integrated business marketing and communications. In 2020 she launched the Business Not As Usual Conversation Series as part of the Council’s business support recovery program. She also developed a 4-year growth marketing strategy for the Collins Street Precinct and effectively executed a Business of Luxury Summit and Fintech Business Forum.

In 2018 Fides launched The Entree.Pinays, a female-led advocacy group, increasing representation and go-to-market opportunities for Filipino cuisine and enterprise, generating social and economic impact.

She is a trusted and influential project director. She successfully initiates events, marketing, and business strategy with an end-to-end service that encompasses everything from pitching and winning grants to sponsorships and delivering on project outcomes. She is a collaborative and curious leader who thrives on innovation, creativity, and community, constantly challenging the status quo with her finger on the pulse.

Fides solves problems, brings ideas to life, and has become the go-to leading project director for organisations across Victoria and Australia.

LinkedIn profile

The Calamansi Story —

An Australian-first anthology of the Filipino-Australian Migrant Experience

The Calamansi Story

Buy for Good —

Where cultural advocacy meets enterprise

Merkado by The Entree.Pinays

Cultural Advocacy —

Championing Filipino cuisine, culture and community

The Entree.Pinays


Conversation Series for Small Business

To inspire, inform and empower businesses to learn, think and do differently.

Central Experience District —

When art meets tech for a new visitor experience to support small business impacted by change

Flinders Quarter Augmented Art Walk 2021

The power of storytelling —

Celebrating one of Melbourne's prestigious boulevards

The Collins Street Story