The Committee

Executive Committee

Peter McNabb

Peter McNabb
& Associates

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Peter McNabb has been involved in Mainstreet Australia for over 25 years. He lobbied successfully for the establishment in 1995 of the Victorian Government’s first Streetlife program that provided funding for marketing and business improvement programs in main streets across the State. He was the joint leader that won the bid to have the first National Mainstreet Conference in Melbourne in 1999.

Over the years, he has made numerous submissions to the Victorian Government on improving the legislation for special marketing rates for centres, highlighting the importance of business associations and centre managers in the delivery of these programs and other activation strategies, and urging the Government to provide grants to centre business groups. He is passionate about main streets and loves connecting with the many diverse people who work in them.

Georgina Pikoulas

Vice President
Coordinator Placemaking & Activations, 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.

Steve Sully

by Design

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Steve is an urban planning and economic development professional. He has held senior executive roles in Local and State Government and has run his own consultancy. He has pursued his passion for main streets over the past 35 years becoming a seasoned advocate promoting the importance and value of main streets to the social and economic wellbeing of urban communities.

Steve has presented to many conferences and written extensively on the importance of main streets and the benefit of main street businesses working in a coordinated fashion towards their management and marketing, in partnership with local and state government.

Ray Jacobs


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Ray Jacobs has been a centre manager for various shopping centres in Melbourne for approximately 20 years. Ray specialises in the administrative, logistical and financial aspects of running a successful centre and provides social media solutions to several centres in Melbourne.

Before that Ray was a senior manager at Ernst & Young, specialising in IT solutions for various Departments in Queensland. Ray has been several times on the Mainstreet committee Mainstreet Australia and is currently the Treasurer.

Heidi Crundwell

Economic and Business
Development Specialist

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Heidi is currently employed at Department of Jobs Regions and Precincts in a COVID Support Role. Prior to this Heidi has worked as the Retail Engagement Officer at Hume City Council and has over 14 years working for various Mainstreet Associations. In her marketing consulting business Heidi also worked for the Nillumbik Tourism Association and Yarra Valley and the Dandenongs Marketing Board.

Heidi is also a Board Member of Valley Financial Services (Bendigo Bank), and Treasurer of a local sporting club. Qualifications – Bachelor Business (Marketing).

Sam 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.

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.

Matthew Gould

Economic and Business
Development Specialist

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Matthew Gould specialises in strategic economic, community and business development in both a practical sense and as a senior executive.

Matthews’ work has been in developing economic, business and community strategies both regionally and in urban precincts, social enterprise, industry and community alliances, social and community partnerships and strategy planning and facilitation. Matthews’ recent roles have included stakeholder engagement and project management in construction, COVID programs and COVID recovery.

Matthew sits on boards of economic development organisations and is also a mentor for disadvantaged young people.
Matthew was made a Life Member of Mainstreet Australia in 2009.

Cameron Brown

President, Geelong West
Business Association

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A third generation retailer, Cameron had extensive experience overseas in the digital advertising industry before coming home to continue on the family retail operation.

His initiatives re-founded the previously dormant Geelong West Business Association for which he chairs along with his position with Mainstreet Australia.

John Henshall

Consultant Economist,
Henshall Economics

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John Henshall is an urban and regional economist and town planner. Much of John’s consulting work for the private and public sectors involves projects associated with town centres, shopping centres and the business sector.

Projects typically involve assessments of retail and commercial/office supply and demand; mixed-use developments; economic impacts associated with development proposals; strategic planning and development strategies for town centres, municipalities and regions; contributions to Retail Strategies and Placemaking Strategies; and representing public and private sector clients at Planning tribunals and panels.

John has worked as a consultant across Australia and in the UK, Asia, NZ and the USA.

Kerry Daly

Manager, Camberwell
Centre Association

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Kerry Daly commenced her career in sales, marketing and advertising before moving into shopping centre management with positions in promotions, marketing and centre manager roles in large shopping centres.

Establishing her own business in 1996 she continued with centre management and event management special projects and has worked with the Camberwell Junction business precinct’s traders association managing their special rate marketing and business development levy, since 1998. She joined the Mainstreet Australia committee in 2019 to represent the centre managers and coordinators network.

Rania Mullins

Economic Development
and Tourism Officer

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Rania is a business, retail, communications, engagement, events and marketing specialist with an extensive range of public and private sector experience in project management, logistics, finance, procurement, regulatory/compliance and governance practices. In 2011, she received an Innovation Award from Kmart Australia Ltd for implementing a cost effective solution that was implemented in 187 stores throughout Australia and New Zealand.

Since joining Local Government in 2014 and working in a range of diverse roles from regulatory/compliance, finance, project management, economic development and tourism; she is most passionate about working, collaborating and providing guidance and creative solutions to local businesses and the Incorporated Associations. She joined the Mainstreet Australia Committee in July 2021.

David West

Premier Retail

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David West is a retail consultant with over 30 years’ experience in managing and marketing mainstreets and shopping centres including Westfield Marion and Rundle Mall in Adelaide. David has travelled across the UK and USA analysing mainstreets, high streets and City centres. David is the principal consultant of Premier Retail Marketing.
David developed and implemented Retail Strategies for Adelaide, Christchurch, Fremantle, Jetty Road Glenelg, Fed Square and Queanbeyan.

David provides practical retail and business advice to Councils, mainstreets and City centres across Australia and New Zealand. David is the author of a book called ‘Mainstreet Management: Successful Retail Strategies’

Olivia McLean

Precinct Coordinator,
Fitzroy & Acland Streets

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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.

Sarah Maguire


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