At SMPR, Georgie supported Sophie McGrath in leading the Australian communications strategy for the global wellbeing brand Headspace App. Her role involved working closely with media and stakeholders to localise the brand’s positioning, ensuring that its mindfulness and meditation offering resonated with Australian audiences.

This included working with a mental health expert to identify trends, press outreach, coordinating interviews and developing media materials tailored to local health, lifestyle and technology publications. Through these efforts, they helped to strengthen Headspace App’s visibility in Australia and contributed to building its reputation as a leading voice in mental wellbeing.