About Backstory Co.
After more than a decade inside corporate marketing and communications, one thing became clear: opportunity is often sitting in plain sight.
Teams are stretched. Projects pile up. Strategy gets diluted by daily demands. Customer experience gaps go unnoticed because everyone is too close - and too busy - to see them.
Having worked across the full customer journey, from brand positioning through to digital, content, operations and delivery, we’ve seen how powerful a clear, strategic marketing lens can be - and how often it’s missing.
Backstory Co was created to sit in that space.
To step back, ask better questions and uncover the detail others overlook. To connect the dots across every touchpoint. To bring structure, clarity and momentum to the work that matters.
We partner with businesses across Australia as their external marketing team - leading strategy, driving execution and managing projects end-to-end. Not just delivering outcomes, but strengthening internal capability along the way.
bc. when you understand the backstory, the strategy becomes clear.
Our Experience.
We operate across the full marketing ecosystem - connecting strategy, creative and execution so every touchpoint works together.
Marketing
Integrated marketing and communications strategy - from positioning through to delivery.
Brand development and creative direction grounded in clear strategic thinking.
Digital strategy including content planning, SEO and analytics.
Campaign architecture, tactical rollout and optimisation.
Public relations, events and corporate communications.
Philanthropy strategy and donor engagement.
Beyond Marketing
Agile project leadership and end-to-end delivery.
Change management and opportunity analysis.
Staff engagement, mentoring and capability uplift.
Systems thinking - identifying IT and software integration opportunities to drive efficiency.
We don’t just market businesses.
We understand how they operate.
Elana Panayiotou -
Founder & Director
Thanks for taking the time to learn a little more about Backstory Co.
After close to 20 years working across marketing, communications and project management in the corporate world, I saw a recurring pattern - strategy often takes a back seat to urgency. Teams are busy. Opportunities get missed. Customer experience becomes reactive instead of intentional.
Backstory Co was built to change that.
My experience across construction, media, government and retail means I approach every business with a whole-of-journey lens - from brand positioning and messaging through to operations, digital and delivery. I’m naturally drawn to the detail, because that’s where clarity lives.
I prefer to work alongside my clients, unpacking the backstory together and building strategy that is considered, structured and built to move the business forward - regardless of its size or stage.
Growing up in a family-run business shaped how I see marketing. Business owners deserve to feel informed, empowered and part of the process - not on the sidelines of it.
Outside of work, you’ll find me happiest in the sun, music playing, surrounded by my partner, our little ones and our blended family.
If you’d like to start a conversation, I’d love to learn more about you and what you’re building.
For a full list of my experience please click here: linkedin
Ben Norman -
Head of Technology
Ben is our master of all things technology and IT.
With over 22 years of IT experience across construction, pharmaceuticals, finance, and retail, Ben adds a unique technical layer to our offering.
Ben manages the nitty-gritty when it comes to domains, website hosting and transfers, licensing, subscriptions, and cloud-based software to allow your business to run as efficiently as possible and focus on what it does best.
Having an IT professional in our team means we’re not clouding our workflow with areas of focus that we’re not proficient in - so we can keep working on the exciting stuff!
Having also grown up in a family-run small business, he understands time and budget constraints and the need for solutions to be easily managed.
Personally, he loves getting active outdoors - preferably by the beach.
More info: linkedin
