The Collective

 Sarah Seddon


Sarah Seddon


‘Sha Sha’ (study Mandarin language and this is my Chinese name)


The serious stuff - Masters of Business (majoring in Marketing ) from RMIT in 2006 but in reality I am just hard working and passionate with the quest to always knock it out of the park.


Brand management, marketing communications, strategy and corporate development. Translation – helping stakeholders realize their potential and to be the best.

Career Highlights:

Becoming the Chairperson of Destination Melbourne Limited - our mantra is all about inspiring the tourism industry and championing the visitor experience in Melbourne.

When I grow up:

A vet or a foreign diplomat! These are my 2 passions – the welfare of animals and travelling (and wouldn’t it be good to avoid those customs queues!)

want to be:

No regrets. Laughing... and dancing!

In my handbag:

Chanel lipgloss (my philosophy is that lip gloss and a blow wave can fix almost anything)

Style icon:

Iris Apfel- is an American businesswoman, interior designer, and fashion icon.

Favourite movie:

Hachi : A Dog’s Tale. A true story about the unconditional love, loyalty and bond between man and dog.

Can’t live without:

Family and friends – the true ones that stand beside you when you need them most

Quote to live by:

Give without expectation

Top holiday destination:

Hong Kong- the city comes alive at night and is a sensory overload. The shopping and the dumplings aren’t bad either.