Lelde McCoy

Vice President

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Lelde McCoy

Lelde McCoy is the AASM Vice President, founder and Managing Director of the Reputation Group, a Melbourne-based agency that specialises in social marketing, stakeholder engagement and strategic communications

Lelde McCoy is the  founder and Managing Director of the Reputation Group, a Melbourne-based agency that specialises in social marketing, stakeholder engagement  and strategic communications. She has more than 20 years’ experience in developing and implementing award-winning behavior change campaigns for governments, not for profit organisations and the private sector. Her recent work involves social issues such as organ donation, body image, litter control, responsible alcohol consumption, obesity and overweight  and positive spectator behaviour in sport. Her skills include research, strategic planning, creative development,  tactical delivery of campaigns  and campaign evaluation. Previously she led the national  social marketing practices of two international agencies in Australia. She is a Life Fellow and former National President of the Public Relations Institute of Australia. She has a commerce degree from the University of Melbourne, a journalism degree from the Royal Melbourne Institute of Technology University and has studied for a Masters of Communications at the Newhouse School of Public Communications at Syracuse University.

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