Experience

Maria José Petersen

Part strategist, part creative, part storyteller

I’ve spent my career at the intersection of creativity, branding, strategy and storytelling.

Most recently, I was Head of Brand and Creative Communications at Australian Red Cross, where I led a major shift in how the organisation tells its stories across digital and social platforms. To raise awareness and drive support for urgent social issues and humanitarian crises, using storytelling as a strategic tool to connect, move and mobilise audiences.

Before that, I spent 12 years in strategic and creative leadership roles across McCann Worldgroup’s network of agencies, from Copywriter, Art Director and Creative Director to Asia Pacific Creative Chairman. I’ve local and global experience working in Sydney, Hong Kong, Singapore, New York, Brisbane and Melbourne markets.

Global powerhouses to tech start-ups

Over the years, I’ve partnered with some of Australia’s most recognised brands, global powerhouses and purpose-driven organisations — delivering strategic, branding, creative and storytelling solutions across sectors.

In the government and public sector, I’ve worked with Red Cross Australia, the Australian Federal Government, Victoria Police, WorkSafe Victoria, Sustainability Victoria, and the Victorian Responsible Gambling Foundation — helping shape communications around complex social issues, public safety, and behaviour change.

In transport and infrastructure, I’ve developed campaigns for Toyota, Ford, General Motors Holden, Cathay Pacific, Metro Trains and V/Line — helping these essential services connect with everyday people in meaningful ways.

My experience in finance, legal and insurance includes work with Bendigo Bank, NAB, Mastercard, Maurice Blackburn Lawyers, GIO and Australian Unity — delivering strategic thinking and creative platforms that build trust and drive engagement.

In the tech and telco space, I’ve helped brands like Google and Telstra communicate innovation in a human and accessible way.

Across education, culture and non-profit, I’ve partnered with the University of Melbourne, Melbourne International Film Festival (MIFF) and Red Cross Australia to bring stories to life that inspire, inform and mobilise communities.

And in consumer goods and retail, I’ve worked with some of the world’s biggest and most-loved brands — including Nestlé, Coca-Cola, BIC, GSK Centrum, Maybelline New York and L’Oréal Paris — blending insight, creativity and brand storytelling to drive relevance and results.