Strong experience across media, communications, digital and campaign strategy
Previously served in senior communications roles for three Labor Premiers
Joined PremierNational as a Director in 2017
Sabina is one of Australia’s most experienced communications strategists, shaping political, media and digital campaigns that have engaged millions. She has held some of the most senior communications roles in government and the not-for-profit sector.
Immediately prior to joining PremierNational, Sabina was the Deputy Media Director and Head of Digital Media for Victorian Premier Daniel Andrews. In NSW, she served as Director of Communications to Premier Kristina Keneally, and as a Media Advisor to Premier Nathan Rees and Transport Minister David Campbell.
Sabina also boasts significant not-for-profit experience, having served as General Manager of Media and Communications at Basketball Australia, the sport’s governing body overseeing Olympic and Paralympic teams, the National Basketball League, Women’s National Basketball League and grassroots programs. She also served as Chief of Staff at the Australian Workers Union, one of Australia’s biggest and oldest trade unions representing more than 100,000 workers across manufacturing, resources, aviation, agriculture, construction, health, hospitality and racing.
With years of experience on federal, state and local campaigns, Sabina has worked closely with both the parliamentary and political wings of the Australian Labor Party federally and across a number of states. She is a highly respected advisor on media and digital strategy, campaigning, crisis management and stakeholder relations.
Sabina has worked at the forefront of digital disruption, complex and contentious projects, and industries in transition. She offers a modern approach to digital campaigning, the ability to develop aggressive and integrated communications strategies, and a strong network of relationships with media across Sydney, Melbourne and Canberra.
Sabina holds a Bachelor of Communications (Public Relations) from the University of Western Sydney.