Rachel Abad

Associate Director, Communications

Rachel Abad

Rachel has ten years’ experience working in marketing communications and complex stakeholder engagement. She leads Ellis Jones’ work in government and infrastructure, and has a passion for applying a consumer-perspective in intervention design.

Rachel is a strategic thinker. She takes a dynamic approach to communications strategy, addressing target audience and context, and translating jargon. Her approach is ‘why-centric’ to connect with audiences – and make the complex, simple.

At Ellis Jones, Rachel’s work includes:

– Leading Victorian Disability Worker Commission registrations campaigns that influence broader communications, and  engagement, policy and operational activities.

– Branding the Australian Public Service Commission and developing cross government communications strategy.

– Leading campaigns for the ETU’s Centre For U to promote EV training for electricians.

– Co-designing Beyond Blue’s money and mental health toolkit with people with lived experience.

Prior to joining Ellis Jones, Rachel worked on some of Australia’s largest government infrastructure projects. With Metro Trains she was the lead communications interface for projects such as Melbourne Airport Rail, the Level Crossing Removal Project and Inland Rail.

She worked closely with the Department of Transport and Melbourne Transport Infrastructure Authority to establish innovative communication solutions, including disruption chat-bots and digital kiosks on the network.

For six years, Rachel managed local and national marketing campaigns for telecommunications giant, Telstra. A key contributor in the Telstra Brand 2.0 rollout, she led user experience research to ensure the intended customer journey informed design of new Telstra Stores.

Rachel is on the board of the International Business Communicators Association as the chair of Memberships, fiercely dedicated to supporting the professional development needs of Victoria communications professionals.

She is active in her community, volunteering at a local urban community garden to grow certified organic produce, for local distribution. She fosters ex-racing industry greyhounds and has also been on the board of Gala on the Green, an annual Brisbane charity event raising money for causes such as youth homelessness and suicide prevention.

Rachel is currently completing a Masters of Marketing from RMIT University and holds a Bachelor of  Communications majoring in Creative Writing and Public Relations.