Mainstreet Australia is led by a volunteer Committee of Management made up of experienced main street practitioners and industry professionals from across Australia. The Committee provides strategic governance, guides the organisation’s advocacy efforts, and ensures we deliver meaningful value to members and the broader main street community. Drawing on their expertise in precinct management, business associations, and economic development, Committee members volunteer their time to strengthen and champion main streets across Australia and New Zealand.
President
Founder, Bright Smart
Founder, Tot Hot or Not
Joyce has spent the past fifteen years telling the stories of local businesses and the streets they call home.
Joyce joined the MSA Committee in 2022 and became President in 2026. Under her presidency, MSA has delivered national partner programs including the Amex Shop Small Grants Program, the Visa Vibe Grants Program supporting Australia’s night-time economy, and the Amex Backing International Small Restaurants program. All these programs channeled funding and support to small businesses on main streets nationally.
Joyce publishes Tot Hot or Not, Victoria’s most-read independent family media platform, reaching families across Melbourne and regional Victoria.
Through her consultancy, Bright Smart Media, Joyce helps other business owners, traders associations and councils tell their stories and connect with their communities through copywriting, photography, videography, SEO, email marketing and social media strategy.
Before founding Tot Hot or Not, Joyce worked as an intellectual property lawyer, ran an ecommerce store, and produced family-friendly events across Melbourne.
Vice President
Marketing Manager,
Bridge Road Main Street Inc.
As the Precinct Coordinator for the Bridge Road Traders Association, Jeremy Hope collaborates with over 600 businesses to help drive growth and community engagement.
With a proven track record in assisting businesses worldwide to develop clear and effective marketing strategies, Jeremy has built multi-million-dollar brands across a range of sectors, including retail, construction, food, home hardware, and franchising.
His past ventures include a startup that produced over 500 television commercials and was recognised by Business Review Weekly (BRW) as one of Australia’s best workplaces.
Jeremy’s extensive industry experience and commitment to precinct development make him a key asset to Bridge Road’s growth and vitality.
Executive Officer
Executive Director & Principal Consultant, ejco
Elizabeth Joldeski is an impact-driven leader with 20+ years’ experience in economic development, government relations, leadership, strategy, stakeholder engagement, and collaborative/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, holds a Masters in Public Policy and Management, and a Bachelor of Commerce.
Liz brings her passion for small business to her role, as well as her lived experience of running and owning family retail and hospitality businesses. She also leverages her economic development expertise to ensure our retail small businesses receive comprehensive support and resources that drive sustainable growth.
Secretary
Managing Partner, Strategic Australia Communications
Patrick Moriarty is the Managing Partner of Strategic Australia Communications, a governance and strategy firm focusing exclusively in the not-for-profit field.
Since 2018, Patrick has provided governance advice and support to agencies including the Department of Defence, Australia Council for the Arts, and Victorian Department of Health, as well as grassroots organisations such as Mainstreet Australia. As former Executive Director of the Institute of Community Directors Australia (ICDA), he delivered training and advice to more than 50,000 organisations throughout Australia on governance, board development, and strategic planning.
Patrick is an ASQA accredited trainer and holds a Bachelor of Business (Marketing) and a Graduate Diploma in Marketing. A deliberate focus of his work is supporting organisations in regional, rural and remote communities to ensure their ongoing sustainability. He currently serves as an independent director of Urapuntja Aboriginal Health Centre and on a reference panel for FRRR’s Investing in Rural Community Futures program.
Treasurer
Marketing & Events Consultant,
Silver Torch Consulting
Simon Osborne is a place management, economic development and events professional with more than 12 years’ experience working with local government, trader associations and business precincts across Melbourne.
Through Silver Torch Consulting, Simon currently works with the Glenferrie Road Hawthorn Traders Association, Burwood Village Traders Association, and South Melbourne Business Association as Precinct Coordinator.
His work spans precinct strategy, marketing, events, stakeholder engagement and business development, with a strong focus on creating vibrant places and supporting thriving local business communities.
General Manager,
AT+M Marketing
Amanda is the General Manager of AT+M Marketing, a full-service strategic and creative agency based in Launceston, Tasmania. With a deep background in place branding, main street activation, and regional destination marketing, she brings a results-driven, people-centred approach to building vibrant, thriving communities.
Prior to joining AT+M, Amanda led Launceston Central as Executive Officer, where she was instrumental in revitalising the city’s heart through high-impact activations, collaborative campaigns, and partnerships with local businesses and community groups. Her leadership helped shape Launceston’s identity as a dynamic regional city, attracting both visitors and investment through initiatives such as the establishment of NORTH Food Festival, The Lounge and TAGS off.
Amanda is known for her energy, creativity, and practical approach to turning strategy into action. She combines a background in psychology, commerce, and community development with hands-on experience in marketing across Australia and the UK. Passionate about the power of main streets to bring people together and boost local economies, she continues to champion place-based storytelling and regional innovation through her work with AT+M, her community board positions, and her role on the Mainstreet Australia Committee.
Director,
Marketa
Stavros and his wife Circe founded Marketa over 20 years ago.
As the Director of Marketa, a Marketing and Management Consultancy, Stavros is at the forefront of implementing creative and effective marketing initiatives and management systems to Business and Traders Associations.
Stavros has a passion for centre management marketing which is rooted in empathy and understanding, stemming from his own experiences growing up in a small business family. With a Bachelor of Business Degree with honours in marketing and human resources, Stavros recognises that effective centre management is not just about marketing, but also about people management and strives to create better experiences for traders by managing partnerships between trader associations and local councils. Marketa currently manages a number of associations across various councils.
Head of Economic Development & Activations, Darebin City Council
Cam Perkins believes in challenging the status quo in a quest to improve the way we live, work and play in cities.
He is a celebrated thought leader, agent of change, and a trusted cities advisor working at the nexus of behaviour change and urban regeneration.
Cam has extensive design and delivery experience of award winning private and public urban development outcomes in Australia, the Pacific, the Middle East, Northern Africa, UK and New Zealand. He leads from the nexus of policy and pragmatism, with a firm belief that some of the biggest transformations are unlocked by the smallest, action-centered interventions.
Cam has led some of the most impactful programs in Australia and New Zealand, including a $30M urban innovation fund that doubled the national output of walking and cycling in a single year; co-authoring a City Centre Master Plan that unlocked $6B in private investment; and transforming premier corridors into places for people.
He is currently Head of Economic Development and Activations for Darebin City Council, an inner north suburb of Melbourne Australia.
24hr Economy Specialist & Co-Founder, Ingenium Research
Dr Anna Edwards is a leading expert in and 24-hour economies, urban governance, and economic research.
She co-founded Ingenium Research, a consultancy specialising in data-driven insights. Anna is also a Research Fellow in Urban Analytics at the Melbourne Centre for Cities, University of Melbourne.
Her PhD in Urban Analysis and Development / Economic Geography, completed in 2024, focused on night-time economy policymaking and governance in Australian cities.
She also holds an MSc in Economic Development Research and Policy and a BA in Business Studies. With experience across government, academia, not-for-profit, and consultancy, Anna advises policymakers and businesses on creating safer, more vibrant 24-hour precincts.
Placemaking Lead,
Whitehorse City Council
Tongtong Li is the Placemaking Lead at Whitehorse City Council, where she drives the transformation of public spaces into vibrant, inclusive, and community-focused places. With a strong background in arts, culture, and community engagement, Tongtong brings a creative, strategic, and human-centred approach to placemaking across Whitehorse’s 66 activity centres.
A key highlight of her work is her close partnership with the Mont Albert Village Business Association to co-develop and co- deliver the Mont Albert Village Place Plan, a trader-led and community-informed vision for the precinct. Tongtong also leads the highly successful Box Hill Cultural Food Tours, which have become a signature local experience. Both initiatives received Mainstreet Australia Awards 2025.
She collaborates closely with traders and community groups, facilitating placemaking forums in both Mont Albert Village and Box Hill, fostering shared ownership, connection, and confidence among local businesses. Her work spans Activation Pods, public art programs, festive programs, cultural activations, community garden projects, and precinct-based engagement, delivered through strong cross-department and external partnerships.
Tongtong has also led the development of the Whitehorse Placemaking Framework 2026- 2028, embedding a cohesive and strategic approach to placemaking across Council.
With a Master of Art Curatorship from the University of Melbourne, she combines creativity, analytical thinking, and cultural insight to create places that are vibrant, welcoming, and uniquely Whitehorse.
