Kara de Schot and Michelle Redfern

Femeconomy Collaboration: Advancing Women in Business & Sport and Pixel Co Creative and Marketing

One of the things that makes our hearts sing is when Femeconomy members collaborate to support each other in business. Purchasing from women owned and women led businesses advances women’s economic security, women in leadership, women’s workforce participation and employment, and gender equality. Femeconomy would love to see more women owned and women led businesses trading with each other. So, here’s a tale of a brilliant collaboration between two Femeconomy member businesses, Michelle Redfern, Advancing Women in Business & Sport, and Kara de Schot, Pixel Co Creative & Marketing.

Tell us how your business relationship evolved


I’ve been in business since 2016 and reached a point in 2020 where I realised that I needed help with my website, marketing and social media. My website was not fit for purpose, I was still managing all my social media myself, I have multiple brands and businesses, and frankly, I knew that my message wasn’t clear enough about what it is that I do. I needed help!  

Using my experience in corporate procurement, I wrote a Request for Proposal brief and engaged Femeconomy to conduct a sourcing exercise for me. I make it a priority to do business with women-owned or gender-equal businesses, and as Femeconomy has a stable of high performing women-led organisations, it was an easy decision to tap into their expertise and reach. 

As a result of that sourcing exercise, I chose to partner with Pixel Co. Kara was able to articulate my digital marketing needs even after one short meeting and after a half day strategy workshop, helped me to think more deeply about what it was I was trying to achieve. Kara ‘got me’ and was able to develop a strategy and ways to implement that strategy that I didn’t have the expertise to do myself. 


I was alerted to an EOI within the Femeconomy community, Michelle was calling out for someone that understood both business and marketing strategy, and how that could translate into a social media strategy that worked for her. She was seeking advice into how all of her activity, work and thought leadership could translate to a more streamlined, well thought out social media strategy and implementation, so she could get back to her genius zone, helping Corporations and Sports Organisations work toward gender equality in their companies.

What has been the impact of the relationship on your business?


Whilst we are still quite early in our journey together, the immediate impact of our relationship on my business (and me!) has been:

  • Time: I feel like I have more time to research and learn my craft and create solutions for my clients across the business and sporting sectors. I am right in the centre of my zone of expertise and, now working in a much more targeted way rather than trying to also fit in the activity associated with digital marketing content creation and distribution, of which I am not expert!
  • Clarity: Kara helped me to refocus my strategy about who my clients are, what their problems are and how my business(es) are the solution. The clarity I have gained as a result of our strategy workshop and subsequent interactions with her team ensures that we remain on message, and it has freed up the creative part of my brain that dreams up better ways to serve my clients and society in my mission to contribute to creating a gender equal world.
  • Enjoyment: I really enjoy social media. As a result of Kara’s team taking on the day to day management of my social media strategy, I have returned to enjoying my time spent connecting with and helping people and organisations across the globe and also being able to engage with content that I want to learn or simply enjoy. To be able to fall in love with stuff you enjoy doing again is such a BIG bonus that I hadn’t anticipated when I first embarked upon this partnership.


I am honoured to bring Michelle’s thought leadership and voice to the people that need to hear it. Supporting businesses that are bringing positive change in our community, to make an even bigger impact, brings my team and I real purpose in our roles. 


You are the female economy. Whether you are a female consumer, business owner or a woman in the workforce, you can create gender equality by choosing female led brands.

Advancing Women in Business & Sport and Pixel Co Creative & Marketing are Femeconomy Members. To learn more about joining Femeconomy, hit the big red button below:

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Posted by Jade Collins - Femeconomy Director

Jade Collins has 20 years’ global experience in corporate executive Human Resources and management consulting roles in the Mining, Energy and Aerospace industries, leading large scale, complex multi-million-dollar change management programs. Jade finds the combination of her HR, Psychology and MBA qualifications and her leadership experience is invaluable for increasing gender equality in leadership across industries. Jade was a member of the Queensland Government's Strategic Advisory Group for the Toward Gender Parity: Women on Boards Initiative and the 2019 CQU Alumni of the Year for Social Impact for her work with Femeconomy.