An award-winning former journalist and editor, Hedda has over 25 years of experience in global media and marketing. Armed with experiences such as Communication Director for KPMG Australia, and Public Relations Director of The Regent of Sydney and The Inn on the Park in London, she is well-versed in the development and executing of major communication and public relations plans, most of which included the development of innovative strategic partnerships with major international luxury brands.

As Development Manager, Hedda has had valuable experience creating strategic media campaigns on behalf of her clients including Universal International Pictures, Shangri-La Hotels and Resorts, Dubai International Film Festival, Buena Vista, FOX, BMG, Warner Bros Records, United Arab Emirates, and The Ritz-Carlton Hotel Company. A pioneer in the use of celebrities in fashion and lifestyle public relations campaigns, today she has become a reference in the crafting of celebrity endorsement programs supporting social, cultural, and ecological causes.