Peta’s impact at a business level has the potential to show the world how FK delivers design excellence.
Peta is the central point of contact for all things business development, marketing, communications, and brand management at Fender Katsalidis.
As an Associate Principal, she ensures that the practice’s standard for design excellence is maintained across all areas of the firm, and that work is delivered in line with the FK brand. By strategically placing the practice within new and already established sectors, she identifies new project opportunities, whilst continuing to build off the trust earned from longstanding client relationships.
Leading the marketing team, Peta oversees business development strategy and sector analysis, the pitching and bidding for new work, as well as publicity and public relations for corporate and project milestones. In this way, she is a key contributor to most projects from initial pitch to completion, including landmark projects such as 32 Smith Street in Parramatta, Paragon in Melbourne, and Midtown Centre in Brisbane, among others
Peta brings to her role a decade of industry experience along with a background in professional communications. Studies in journalism and experience working in PR and advertising led to finding her niche in marketing within the architecture industry.
Her early involvement with Fender Katsalidis began with establishing the practice’s marketing collateral and asset libraries. This led to launching FK’s social media channels and managing its digital content. After successfully publishing the FK compendium, Peta’s role evolved to guiding the company through a complete rebrand, and then to consolidation and evolution of that brand to align with the new business structure.
Her strong organisational skills enable her to juggle multiple key tasks, deadlines and priorities. Covering a range of duties and competing timelines requires having not only the administrative abilities, but the confidence to determine what is most important to facilitate the growth of the practice. Peta takes great pride in seeing the leadership group succeed, marketing them not only as their own personal brands, but as a reflection of the practice.
Peta is also a regular guest critic at architecture design studios for both RMIT and Melbourne University. She assists students to refine and improve on their communication skills, helping them better pitch their projects and ideas.
For Peta, what’s most rewarding is the successful bids and fee proposals which spur the next stages of a project’s development, from planning to key milestones, all the way to its completion and associated publicity. As she shifts her focus more on strategic outcomes, Peta’s impact at a business level has the potential to show the world how FK delivers design excellence.