About

We are an Australia-based team of business and marketing operations experts, who work with established coaches, consultants and service based businesses. We craft customised strategies, implement projects and streamline the day-to-day.

Our clients want a partner they can trust to work with them strategically, not just tick items off a list. A team that is focused and genuinely committed to helping their business thrive.

That’s where we step in.

Palm Ave was launched in early 2022 to connect entrepreneurs to the right support professionals, so that they can finally gain the strategic and creative space they need to move their business to the next level.

Welcome! I’m Sophie, Founder of Palm Ave. I’ve spent 12+ years as an Executive Assistant supporting C-Level executives, integrating with their working styles and finding ways to give them room to move.

In early 2020, I left the corporate world and created my own offering for online entrepreneurs who needed the support of someone they could trust to help their businesses grow. Palm Ave has now grown to a small team supporting clients of all sizes across a broad range of industries.

About our Founder, Sophie.

Danielle Bejr

Yuma (Ngunnawal for hi!), I'm Danielle, degree-qualified in human resources, industrial relations, psychology and corporate governance. For the last 15 years, I have enjoyed supporting businesses to achieve their goals as an employee, consultant and non-executive director. I bring experience working across diverse industries, including mining and resources, social services, insurance and financial services, retail, not-for-profit, technology, academics and government.

Eliza Smith

With more than 15 years of admin and office coordination experience, I have developed a passion for exceptional customer service and nurturing the client journey.
I honestly love the adhoc behind-the-scenes smaller tasks that help to support SME business owners and allow their creativity to flourish and focus on their zone of genius.  None of us were ever meant to do it all! My passions lie in examining processes, implementing and refining workflow systems and identifying any ways to work smarter not harder!  I love living a fairly quiet  life with my partner and two young sons on the stunning Mornington Peninsula.

Hi, I'm Jelena.  I understand the support small and family businesses need because I’ve seen it all first hand! My parents ran their own successful consultancy business for over 20 years. I hold 15+ years’ experience in professional services and hospitality/events. I take the mentality of the business owner and look at how to best support my clients. There are thousands of small business owners out there with a severe lack of support in so many aspects of their business. 

Jelena Angus

Ashleigh Charles

Hi, I'm Ash! I have over a decade of experience in business administration and support throughout a variety of professional industries all with high level service at their core. 

I help business leaders free up their time so they can channel their energy into what they love and excel at in their business. Working with organisations who are impact minded and purposeful is what truly drives me.