MEET OUR TEAM

Get to know the dedicated faces behind Felt Brand Stories.

HI, I’M JESS!

Chief Brandstoryteller, Digital Coach and Biz Ops wrangler

  • Felt was founded by wine marketer and hospitality industry professional Jessamyn McLachlan in 2015.

    After a background that traversed family business, wine marketing, hospitality, artisan beverage and wellness; it became glaringly obvious to Jess that communications for small to medium business needed to centre around their own unique stories. Ultimately an engaging and wholehearted approach, and once set to a clear framework, much more inspiring for business or operators to consider running in house. 

    Jess’s drive was always to be high touch, a ‘brand counsellor’, if you will.

    Having grown up in, and later run, artisanal family business, she was well aware of how the many small jobs pile up in a day - making it hard to find the time to action brand communications via channels like social media, newsletters or websites. Indeed that there were times within the framework of running a business that it was hard to ‘see the wood for the trees’.

    Her experience as a Brand Manager and Marketing Manager across wine, craft beer and hospitality had taught her that authentic and consistent communication, including social media rollout, could be an absolute game changer for business.

    But it was not about numbers…

    It was about stories.

HI, I’M JEN!

Digital Marketing, Resident Planning Whiz and Wing woman

  • Jen’s background shares some similarities to Jess - she cut her teeth in the hospo trade before moving into wine, undertaking a Bachelor of Wine Marketing at the University of Adelaide.

    While studying she also worked in event management and international hotels, consolidating her service experience and giving those hospitality skills a firm place in her repertoire.

    Heading overseas in 2006, she landed in the wine trade in London, with stints in administration and marketing at Wine Australia and wine business development in the UK and Europe with the South Australian Government

    Back on home soil again and looking to settle down, Jen continued marketing wine in national and state marketing roles and hit the road in sales roles for national wine distributors.

    For Jen, joining Felt was about her next stage; being flexible around the needs of her young family, indulging her passion for good food and interesting wines and learning a whole new skill set in the digital marketing world. For Jess it was about finding a wing woman who would approach our client relationships with the care, zest and warmth that Felt has become known for.

    Her interest in, and knowledge of, the wine world has been a boon. Her learning of all the other worlds we also inhabit at Felt has kept her on her toes - but she can now confidently say she is not only a ‘Wine Marketer’ but a brandstoryteller for heartfelt clients across leadership, craft beer and cider, wellbeing, allied health and owner operated business.

    Onwards and upwards.

HI, I’M ROSIE!

Digital Assistant and Reel Swagger Numero Uno

  • This lady came to Felt the usual word of mouth way - a conversation here, a recommendation there. Someone who knows someone who knows someone. We’ve been lucky to find all our people this way so far!

    Rosie arrived at one of our busiest times of year and was thrown straight into the deep end of brand storytelling, social media management and content creation. With the constantly changing nature of a digital landscape, there’s honestly no better way to do it, and despite having little background in the field, she soon became accustomed to the ins and outs of social media land. Currently studying Graphic Design, she’s learnt a great deal relevant to her degree in her time at Felt. Storytelling and brand voice have been areas of crossover that she has revelled in learning more about at the coalface of the trade.

    She’s become adept at certain skills that come quickly to her tech-filled, Gen Z brain – we do call our Juniors our ‘Reel Swaggers’ for a reason! Her design brain has meant many of her first jobs were to razzle dazzle some of the Felt documents, tasks she has loved and expanded upon throughout her time at Felt.

    As she notes, ‘Felt has been a perfect, nurturing space for me to grow my skills as a Graphic Designer and Brand Storyteller’ alongside learning actual coalface application and the intricacies of an industry she looks forward to working in full time upon graduation.