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About

Our clients say no one knows retirement living and aged care like we do. At One Fell Swoop we help to create seniors living developments designed to suit the needs of your increasingly discerning customers. We do this not only to give Australian seniors a superior living experience – but to give our clients the best return on their investment. And by all accounts, we’re rather good at it. In recent years, we’ve marketed and sold in excess of $6 billion worth of retirement living developments. Most of these have been brand new, off-the-plan developments.

Dedicated to raising the standards of the seniors living industry as a whole, we challenge conventional thinking at every stage – a fact that hasn’t gone unnoticed by our peers. We are members of several peak industry bodies and our staff are often called upon to speak at conferences around the world. Every year we run an International Study Tour, bringing together leading minds in aged care and seniors living from across the globe. And we’re currently working with Alzheimer’s Australia to develop new approaches to care in retirement villages.

With One Fell Swoop there’s no need to brief us on the industry. You can speak to us as equals. We understand the business, we understand you and we understand your customers.

Dedicated to raising the standards of the seniors living industry as a whole, we challenge conventional thinking at every stage – a fact that hasn’t gone unnoticed by our peers. We are members of several peak industry bodies and our staff are often called upon to speak at conferences around the world. Every year we run an International Study Tour, bringing together leading minds in aged care and seniors living from across the globe. And we’re currently working with Alzheimer’s Australia to develop new approaches to care in retirement villages.

With One Fell Swoop there’s no need to brief us on the industry. You can speak to us as equals. We understand the business, we understand you and we understand your customers.

Our clients 

Giving our ageing population healthier, happier, more active lives is what gets us out of bed in the morning, so it’s a genuine pleasure to work with those who share the same vision.

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People

Thanks to our integrated services, from advisory to sales, One Fell Swoop is a veritable melting pot of experts – in aged care and beyond. Across our offices in Melbourne, Sydney and Brisbane you’ll find art directors and designers, a Doctor in Gerontology, a cartographer, an economist and an actuary – among plenty of others. It is these diverse skills paired with our incomparable industry knowledge that allows us to deliver exceptional outcomes time and time again.

Vicki Ball

Administration Manager

Vicki Ball

Administration Manager

Vicki has held senior positions in accounting, finance and business administration across industries as diverse as engineering and seniors living. As a result, she brings a wide range of skills to her role at One Fell Swoop. Thanks to Vicki’s analytical and strategic thinking, we are able to continually improve both our accounting and internal processes.

Cathy Bennett

Sales Manager

Cathy Bennett

Sales Manager

With a background in hospitality, restaurant management and retail, Cathy is a keenly customer-focused sales manager. Cathy moved into the retirement and aged care sphere 10 years ago and has significant experience in both the non-for-profit and private sectors. With a passion for helping older Australians find the right fit with their retirement community, Cathy now seeks out sales roles where she can promote quality builds and facilities and make the biggest difference in the lives of retirees.

Chen Choo

Digital Designer

Chen Choo

Digital Designer

Chen specialises in digital design and programming and, along with our Digital Strategist, has the responsibility of managing the production of websites and digital campaigns. With a varied background in branding, photography and digital production, Chen is a versatile designer with a passion for pushing the boundaries. Prior to joining One Fell Swoop, Chen worked as a camera assistant in Singapore, before moving over to Melbourne and working in a number of design studios.

Sean Dove

Designer & Studio Manager

Sean Dove

Designer & Studio Manager

Designer, photographer and expert in Cinema 4D, Sean has an exceptional ability to bring ideas to life through impactful design. Whether he’s creating simple business cards or visualising a new product in 3D, Sean has a meticulous eye for detail while always keeping sight of the wider campaign goals. Sean believes the power of Cinema 4D is endless and completely captivating for all audiences. In his own words, he describes that ‘the ability to make these seemingly tactile renders has been an absolute game changer’.

Kate Drew

Economist

Kate Drew

Economist

Responsible for analysing and interpreting data and writing our market assessments, Kate brings a rare combination of analytical thinking and creativity to her role here at One Fell Swoop. Kate has a Bachelor of Commerce from Monash University and a Bachelor of Economics from La Trobe University.

Carrie Edwards

Partner & Chief Executive - United Kingdom

Carrie Edwards

Partner & Chief Executive - United Kingdom

Carrie is someone you can confidently brief knowing that she understands every aspect of bringing a project to market. She has over ten years’ experience in the retirement living and aged care sector. As a senior executive for two of Australia’s more innovative not-for-profits, she has overseen retirement village developments from concept to completion.

Andrew Fleming

Ageing and Living Director

Andrew Fleming

Ageing and Living Director

Aged care has been part of Andrew’s career for over 36 years. In this time he has worked as a registered nurse, completed his PhD in gerontology and held senior roles in both academia and aged care operations. Andrew has extensive experience in clinical practice, dementia care, clinical governance, research and innovation, teaching, management and consultancy.

Mary George

Sales Manager

Mary George

Sales Manager

Mary is a licensed real estate agent who loves guiding people on their new adventure into retirement village living. She understands the move is not just physical but also emotional and she says she feels privileged to assist our purchasers with their journey. Perhaps this comes from her background in sales for some of Australia’s leading tour and cruise lines? The real estate chapter in Mary’s career began with Noel Jones, Balwyn and transitioned into retirement living with Lend Lease, working on several new developments in both Melbourne and Canberra.  

Matthew Lee

Digital Strategist

Matthew Lee

Digital Strategist

Matthew comes to OFS from a number of high-profile positions including Global Marketing Director for Kit Digital (Now Piksel) and co-founder of start-up Wipster. Matthew’s career has seen him work right across the world, in Sydney, the Czech Republic and Thailand – where he helped Thai-based technology company Aware Corp. expand its operations in Asia Pac and Europe. Now Matthew brings his extensive experience to OFS where he’s helping our clients create engaging and technically sound digital communications.

Neil Lu

Project Analyst

Neil Lu

Project Analyst

As part of our advisory team, Neil is responsible for assessing the viability of seniors living projects. His specific areas of expertise include financial modelling, project feasibility analysis and demographic analysis. Neil has a strong academic background with a Master of Commerce from Macquarie University and a Bachelor of Commerce from the University of Melbourne.

Henry Ly

Financial Analyst

Henry Ly

Financial Analyst

Developing financial models to assess the feasibility of our clients’ projects and minimise risk is our Financial Analyst, Henry Ly. Prior to joining One Fell Swoop, Henry was a Senior Management Consultant at Ernst & Young Vietnam where he developed financial models for a variety of clients as well as action plans for organisational restructuring and implementation. Henry has a Master in Commerce from the University of Sydney and a Bachelor of Commerce and Administration from the Victoria University of Wellington.

Iver Lynne

Account Manager

Iver Lynne

Account Manager

Iver comes to One Fell Swoop from Gwelo Developments in Darwin where he held the position of Marketing Coordinator. Here he gained diverse experience in marketing residential and commercial property. Before making a name for himself at Gwelo, Iver completed a Bachelor of Commerce with a major in Marketing at Charles Darwin University. Now living in Melbourne and working between our offices in Victoria and New South Wales, Iver is eager to assist clients with their day-to-day requirements and coordinate successful marketing campaigns.

Robert Macpherson

National Sales Director

Robert Macpherson

National Sales Director

As an accomplished retirement living sales professional and licensed real estate agent, Robert provides support and management to onsite sales staff. His knowledge of the market, legislative requirements, contracts and sales techniques provides clients with a competitive edge. Robert’s experience commenced with sale of premium real estate at Jellis Craig Armadale and Hocking Stuart Balwyn (Victoria), he then moved to a senior role as Sales Manager NSW at Stockland Retirement Living prior to joining OFS in 2013.

Paul McDowall

Partner and Operations Director

Paul McDowall

Partner and Operations Director

Paul is the co-founder of One Fell Swoop. Put simply, Paul gets things done. He is proficient in marketing, operations, production and is our technology guru. At One Fell Swoop, Paul manages the Marketing and Communications team, as well as overseeing the firm’s operations. Prior to establishing One Fell Swoop with Christopher, he held senior management positions at prominent agencies, including John Singleton Advertising, Ogilvy & Mather and leading brand consultancy Hulsbosch Design. He’s previously worked on a range of major accounts for blue chip Australian and international clients.

Bruce Message

Partner and Strategy Director

Bruce Message

Partner and Strategy Director

Bruce is the Partner responsible for the Research & Advisory division of One Fell Swoop. For many years, his clients have relied on his advice and guidance on market assessment, project feasibility and financial structures for Retirement Living and Aged Care projects. He recognises the importance of capital structuring and optimisation, funding processes and corporate governance – all the things that need to be in place to make a project sustainable over the long term. Not surprisingly, with expertise such as this, Bruce has been instrumental in guiding the success of many exemplary projects, funding applications and due diligence processes across a prominent group of clients.  

Jackie Moon

Senior Art Director

Jackie Moon

Senior Art Director

With a recognised ability to conceptualise and execute powerful and potent design, Jackie has worked with Clemenger Proximity, Clemenger Harvey Edge and James Phillip Design in Australia and Grey Advertising, BBDO and Proximity Worldwide in London. She has worked on large-scale campaigns for Volkswagen, WWF, British Red Cross, Australian Ballet, Renault, Persil, Melbourne Citymission, RTA (NSW), Redken, and City of Melbourne.

Alice Murray

Senior Account Director

Alice Murray

Senior Account Director

Alice Murray has over 20 years’ experience in through-the-line marketing and advertising across account direction, strategy and campaign development, media strategy, budget control and reporting. Previous clients include Stockland Retirement, Mercy Health, Living Care and Consumer Affairs Victoria. Prior to specialising in retirement living, Alice ran marketing campaigns for a wide range of clients including STIHL Outdoor Power Equipment, Guardian Pharmacies, Bendigo Bank, Pioneer, Commander, Woolworths and Chemmart.

Jo Plesums

Account Director

Jo Plesums

Account Director

Jo is a very experienced advertising and marketing professional who has worked at some of the best known international agencies. Jo studied Ophthalmology at Sydney University before seeing the error of her ways (pun intended) and switching to a career in marketing. She studied at the KVB College of Visual Arts and the famous Sydney AdSchool where she scored a high distinction. She’s now a very busy Account Director in our Sydney office working on some of the biggest retirement village projects in Australia.

Krisian Rodriguez

Cartographer

Krisian Rodriguez

Cartographer

Krisian Rodriguez has over 10 years’ experience within the spatial sciences industry, working across infrastructure planning, mining, environmental assessments and retail. Here at One Fell Swoop, Krisian is responsible for producing maps for our advisory team and extracting Census data for inclusion in our market assessment reports. Intrigued by human behaviour and driven by the pursuit of knowledge, our resident cartographer has recently completed a Graduate Diploma in Psychology and is currently pursuing a Masters of Social Work.

Christopher Rooke

Partner and Managing Director

Christopher Rooke

Partner and Managing Director

With considerable expertise in seniors living product design and marketing, Christopher founded OFS to focus solely on this sector. An accomplished experiential consumer goods marketer, he created fashion brand Alannah Hill and built T2 from a single Melbourne store into an international tea purveyor. Work in high density and suburban property developments with clients such as Mirvac, Neometro and MAB led Christopher to the retirement living sector in 2002 when he reinvigorated the stalled Menzies Malvern project and marketed and sold the remaining 97 apartments in less than 18 months.

Janelle Shi

Financial Analyst

Janelle Shi

Financial Analyst

With a passion for problem-solving through financial modelling and streamlining operations, Janelle provides strategic decision support to our clients. Janelle comes to One Fell Swoop from ChinaNetCloud where she worked her way from operations coordinator to assistant project manager before becoming an assistant financial analyst. Janelle has a Master in Accounting from the University of New South Wales and a Bachelor in Finance from the University of Technology Sydney.

Troy Slade

Senior Art Director

Troy Slade

Senior Art Director

With an emphasis on big ideas, Troy brings a wealth of branding and design experience to his role, spanning the arts, property, hospitality, retail, fashion, government and not-for-profit sectors. He has collaborated with renowned clients, including Lendlease, Mirvac, Sellar Developments, One&Only, RCIS and Open House Melbourne. Troy works closely with the Creative Director and design team to develop concepts that ensure the brand’s vision is delivered above and beyond expectations.

Pam Testa

Sales Manager

Pam Testa

Sales Manager

Pam joined One Fell Swoop in 2014 to sell the Hester Canterbury project – selling 80% of the apartments at the building’s completion. For Pam, selling new residents into a retirement community is all about understanding their needs, building a rapport and managing the change process with them – something at which she excels. Pam has also worked at Hocking Stuart, Lend Lease and with the AVEO group. Prior to Pam’s real estate career, she had her own corporate event management company ‘Creative Celebrations’, where she won Australian businesswoman of the year (Victorian Chapter).

Cheryl White

Executive Assistant

Cheryl White

Executive Assistant

Cheryl brings a “can do” attitude to her role at One Fell Swoop. She has had a wide range of experience in the marketing industry, working on a wide variety of accounts such as Mitsubishi (at Y&R Adelaide), ICI Pharmaceuticals (at Sudler and Hennessey) and Tourism Victoria (as account manager at Mojo).

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