The Committee

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.

Sam Choudhury

Vice President
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.

Ray Jacobs

Pty Ltd

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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.

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.

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.

Steve Sully

Strategic Advisor and Urban

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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.

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.

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).

The Team

Liz Joldeski

Liz Joldeski

Executive Officer

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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.

Alli Price Marketing Manager

Alli Price

Marketing & Sponsorship

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Alli is the woman full of crazy ideas that has the experience to back them, the ability to motivate and the drive to deliver them. She can think of nothing more exciting than collaborating with a business, NFP or retail strip to generate ideas that will help them stand out from the crowd.

Her ideas are big, bold and – most importantly – they deliver. She’s had mums jumping out of planes to raise money for charity. She’s introduced numerous new shoppers to retail precincts through an ongoing program of events. She’s set up national business awards and networks to promote an army of small businesses Australia-wide.

With over 20 years working in marketing and events, for both other peoples’ businesses and her own, Alli is here to bring deep industry experience to the Mainstreet Australia team.

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