Committee of Management

Executive Committee

Georgina Pikoulas


Manager Economy Design & Place, Wyndham City Council

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Growing up in regional Victoria, in my family’s local main street business, I have always had a passion for supporting local businesses and am very excited to be part of Mainstreet Australia team.

Over the last 20 years I have enjoyed a fruitful and diverse career, beginning in theatre management, moving into delivering major events across Victoria, and I now use these skills in the realm of placemaking and activation for @Wyndham City Council. One of my career highlights has been the opportunity to work alongside our local businesses to support our main streets and activity centres.

Troy Stuchbree

Vice President

Manager, Sydney Road Brunswick Association

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Troy is a team leader, player and contributor who places emphasis on not being too big to do the small things and not too small to do the big things.

As a marketing, branding and communications professional, he’s been fortunate to lead many successful campaigns and projects – all of which have been delivered across consumer events and hospitality; fine-dining, pubs, bars, and eateries; competition and award programmes; exhibitions and business events; and currently, centre management.

As the Manager of the Sydney Road Brunswick Association (SRBA), Troy leads annual campaigns and strategies to deliver continued economic sustainability for the Sydney Road Brunswick precinct and the 500+ businesses based within.

Liz Joldeski

Cinzia Crea

Secretary (acting)

St Albans Place Manager, Brimbank City Council

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Cinzia Crea has had over 20-years experience in local government specifically urban planning and place making. Her interests and passion lie in creating great places for our communities to live, work and recreate. She has been involved in creating new suburban areas, infill urban renewal projects, facilitating urban redevelopment, place making and activation.

In recent years she has used these skills to help Town Centres thrive and prosper and is committed to supporting the growth and sustainability of small businesses and business associations.

Liz Joldeski

Liz Joldeski

Executive Officer & Treasurer (acting)

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Liz Joldeski is an impact-driven leader with 20+ years’ experience in economic development, government relations, leadership, strategy, stakeholder engagement, collaboration/strategic industry partnerships. With a talent for planning and establishing collaborative, integrated project, and engagement teams, she has successfully delivered on strategic, commercial, and investment outcomes. As a proven connector and negotiator, Liz creates strong strategic alliances and partnerships to develop and deliver innovative solutions. She is a Graduate member of the AICD, hold a Master’s in Public Policy and Management, and a Bachelor of Commerce.

Liz is looking forward to bringing her passion for small business and her lived experience of running and owning family retail and hospitality businesses to the role. In addition, she will be bringing a strong economic development lens with her, ensuring that our retail small businesses have access and support to tools, drivers and capabilities that will enable small business success.

Committee Members

Lucinda Bakhach

Local Economies Lead,
City of Boroondara
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Currently the Lead Local Economies at the City of Boroondara, I have held a range of middle management positions across portfolio areas including economic development, placemaking, sport and recreation, arts and tourism at a number of metropolitan Councils over the past 25 years.

I also contracted as a Marketing Manager to the Mt Eliza Chamber of Commerce for a number of years when my children were younger. I have always had a passion for main streets and a long history with participation in Mainstreet Australia conferences, events and awards and in more recent years as a committee member.

James McInerney

Founding Director

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James McInerney is a founding director of Assemblo, a full-service marketing agency based in Melbourne, Australia.

Driven to enact stronger change and help like-minded people achieve success, James co-founded Assemblo in 2010 when he saw an opportunity in the market for an agency that could effectively meld traditional marketing with evolving digital technology.

James has 20+ years of experience in retail and mainstreets, from running stores in his early career to working for traders’ associations, councils and state government initiatives. He has an in-depth understanding of how effective businesses are run, and how to generate real, measurable results.

Samantha Choudhury

Placemaking and Urban
Strategy Expert

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Samantha Choudhury has over 15 year’s experience in Australia and the USA as a passionate urbanist whose interest lies in creating prosperous places that matter and that people can connect to. She has worked on a range of urban scales including city-wide urban renewal, place planning and activation, co-designing with stakeholders and community, providing urban design advice, facilitating urban development and providing strategic research for all sectors including retail, housing, mixed use and commercial environments.

Across the globe, Samantha has used her urban planning and international development expertise to deliver places that make people prosper. She has extensive experience working throughout Australia and around the globe and has sought-after knowledge related to people-focussed placemaking.

Olivia McLean

Senior Economic Development Officer, Manningham City Council

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Results driven with a proven track record in establishing strong and productive relationships with internal and external stakeholders. Accomplished project manager with over 15 years solid experience in event management, marketing and communications. Adept at balancing multiple deadlines whilst maintaining an organised and highly creative approach.
Expertise and experience within: stakeholder relations, project and events management, multimedia marketing, managing financial budgets, public relations, sales and business development, community development and engagement, place making, environmental sustainability.

Olivia is currently the Precinct Coordinator for the Fitzroy Street Business Association Inc and the Acland Street Village Business Association Inc.

Joyce Watts

Founder, Bright Smart Media Services
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I’m passionate about the role of main streets to create economic opportunities, foster community connectedness and build resilience.

I’ve had a varied career as an intellectual property lawyer, an ecommerce store owner, and creative event producer. I currently publish Melbourne & Regional Victoria’s biggest family travel site TOT: HOT OR NOT. Every year it inspires 1+ million readers to explore Victoria with their families and promotes local tourism.

Also, through my consultancy Bright Smart I help business owners to tell their stories and build emotional connection through copywriting, photography and videography. We then help them to share their stories, communicate their value and create impact through SEO, email marketing, and social media.

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