The World Cup was a pivotal moment in debunking several myths about women's sport.
Kim Anderson is a visionary marketing strategist and storyteller with over two decades of experience across Australia, New York, and London. Renowned as an innovator's secret weapon, she transforms ambitious ideas into impactful realities.
In January 2025, Kim was appointed Managing Director of Octagon Australia, a leading global creative and integrated marketing agency in sports, entertainment and culture. Kim oversees the agency’s vision, operations, and output, driving a new era of growth and innovation as Australia prepares for a phenomenal horizon of major sporting events, including the Brisbane 2032 Olympics and Paralympics.
Prior to this, Kim played a pivotal role in securing Australia’s FIFA Women’s World Cup 2023 co-hosting rights and went on to lead the tournament’s marketing division, delivering a groundbreaking event that redefined women’s sport.
Throughout her career, Kim has spearheaded marketing, brand, innovation and experiential strategies for a diverse array of international brands at the forefront of sport, design, major events, purpose-driven initiatives, and technology. Her expertise lies in cultivating and harnessing fandom, turning passionate audiences into commercial impact, and shaping strong brands that are deeply connected to culture.
As a trusted communications partner to senior executives and a mentor to emerging leaders, Kim is passionate about shaping profiles and elevating careers. Her insights into values-led leadership, resilience under pressure, and the fusion of culture and sport provide audiences with actionable strategies to navigate today's dynamic landscape.
Kim's engaging and thought-provoking presentations leave audiences inspired to embrace bold ideas and drive meaningful change within their organisations.
Talking Points
Leading with Impact: Building Cultures of Innovation & High Performance
Great leadership isn’t about hierarchy—it’s about creating an environment where innovation thrives, teams perform at their best, and change is embraced, not feared. Drawing on her leadership journey in global agencies, sports marketing, and major cultural events, Kim Anderson shares actionable insights on fostering a high-performing, future-focused culture. Using case studies from the FIFA Women’s World Cup 2023, and her time leading influential brands across the globe, Kim unpacks the key leadership traits that drive success in ourevolving business landscapeLeading with Impact: Building Cultures of Innovation & High Performance
Key Takeaways:
- Creating a culture of innovation—fostering ideas, agility, and collaboration across teams.
- Leading through transformation—navigating disruption, managing change, and keeping teams engaged.
- Authentic leadership in high-pressure environments—how to build trust and inspire performance in tough moments.
- From strategy to execution—practical tools for making bold decisions with impact.
Brand Storytelling That Moves People & Markets
In today’s competitive landscape, the most successful brands aren’t just seen—they are felt. Whether in sport, entertainment, or business, strategic storytelling is the key to building emotional connection and driving commercial impact. Kim Anderson shares insights from leading brand and marketing strategies for global sports properties, innovative brands, and major events, demonstrating how purpose-driven storytelling, audience insights, and partnerships can fuel sustainable growth.Brand Storytelling That Moves People & Markets
Key Takeaways:
- The psychology of storytelling—why some brands stick while others fade.
- Crafting narratives that inspire action—authenticity, brand values, and cultural resonance.
- The power of partnerships—leveraging collaborations for brand growth and deeper engagement.
- Measuring impact—turning storytelling into tangible business results.
Breaking Barriers & Building Legacies: Lessons of going Beyond Greatness from the Frontlines of Sport, Innovation & Leadership
From the boardroom to the frontlines of global sporting events, Kim Anderson has built a career at the intersection of sport, innovation, and culture—arenas where women have historically been underrepresented. In this keynote, Kim shares her personal leadership journey, the challenges of navigating male-dominated sectors, and the power of resilience, mentorship, and values-led leadership in shaping successful careers. This session is a must-hear for aspiring leaders, women in business, and those fostering diversity, equity and inclusion in their organisations.Breaking Barriers & Building Legacies: Lessons of going Beyond Greatness from the Frontlines of Sport, Innovation & Leadership
Key Takeaways:
- Breaking barriers & bias—practical strategies for navigating leadership in traditionally male-dominated industries
- The role of mentorship, sponsorship & networks—why career success isn’t built alone
- Creating lasting impact—how to foster diverse, high-performing teams and drive meaningful change
- Lessons from global sport & brand leadership—insights from leading at FIFA & beyond
Video
From World Cup Glory to Cultural Impact: Kim Anderson’s Leadership Secrets
In this episode, we’re joined by Kim Anderson, one of the masterminds behind the phenomenal success of the Women’s World Cup. As a brand strategist and storyteller, Kim reveals how she crafted a game-changing blueprint for fan engagement, brand loyalty, and social impact in women’s sport. From her work with partners like Adidas to her commitment to building an inclusive, unforgettable experience, Kim shares the strategies that drove the World Cup’s record-breaking achievements. She breaks down the compelling business case for women’s sport, highlighting the ROI that organisations and brands stand to gain from investing in this growing sector. Beyond the pitch, Kim’s insights on cultural impact and redefining perceptions of female athletes make this conversation a must-watch for anyone interested in the intersection of sport, social change, and brand strategy. Known for her authenticity and humility, Kim also offers valuable leadership lessons, discussing the importance of diversity in teams, the art of collaboration, and the power of leaving ego at the door. Her insights into team dynamics and building a culture of empowerment are essential for leaders in any field. Whether you’re a sports enthusiast, a marketer, or a leader looking to create meaningful impact, this episode with Kim Anderson offers inspiration and actionable insights on going Beyond Greatness.It was a pleasure to have Kim join us at the Paramount Summit 2023 with a fascinating story of building the culture brand behind the ground-breaking FIFA Women's World Cup. Her passion engag ... keep reading Wavemaker
I had the pleasure of interviewing Kim Anderson for an Upfront-style internal conference event for Paramount, where her insights and experiences left an indelible mark on the audience. As the Head of Marketing for the FIFA Women’s World Cup 2023, Kim was instrumental in orchestrating a tournament of firsts, setting unprecedented benchmarks for the sporting world. Having her share just how she and her team shattered the attendance record for the Women's World Cup - a testament to Kim's visionary marketing strategies and dedication - was a privilege to witness. As a captivating public speaker with a passion for her work, it’s any wonder Kim has consistently been at the forefront of our most iconic recent sporting and cultural events.
