In this episode of Beyond Growth, Reyan sits down with Kate Ware, founder of Made Great and a trusted strategic advisor to growing businesses and brands.

Kate takes us through the shift small and medium businesses have witnessed in marketing, from the early days of organic social and community building to the rise of AI, search disruption and commercial accountability.

Kate shares how her transition into social media during maternity leave led to managing online communities for brands such as Cadbury and Kmart, and the lessons that translate directly to SMEs today.

We unpack the shift from “likes and reach” to real ROI and outcomes, and how smaller businesses can leverage smarter strategies without huge teams or budgets.

Kate walks us through the impact of generative AI on search behaviour and conversions, including a real world example of a client who experienced an 80 percent drop in organic search traffic.

We discuss how tools like ChatGPT are reshaping marketing roles, and how SMEs can use AI to increase visibility, improve content and stay competitive, rather than get left behind.

We also explore leadership branding and why trust in individuals now outweighs trust in corporate brands. Kate shares practical advice for business owners who want to grow their presence online, communicate more authentically and step confidently into thought leadership without feeling like they have to manufacture a persona.

Kate offers candid insight into her own rebrand, the fears and disruption caused by AI, and what led her to her next chapter as a fractional CMO supporting growing businesses.

If you are an entrepreneur, business owner or leader growing an SME and want clarity on how to navigate AI, brand visibility and modern marketing, this episode gives you strategic guidance, practical direction and reassurance that the future belongs to those who adapt and lead intentionally.

You can connect with Reyan Fernando here:

• ⁠LinkedIn
• ⁠⁠Website⁠

This episode was proudly brought to you by the ⁠Geelong Chamber of Commerce⁠

Join us for a very special episode featuring three winners from the 2025 Geelong Business Excellence Awards hosted by Melanie Turnbull from the Geelong Chamber of Commerce.

On this episode, she speaks to:

• Shannon Kennedy (Kennedy's Group) - 2025 Business of the Year
• Aamir Qutab (Enterprise Monkey) - 2025 Business Leader of the Year
• David Greenwood (CentreStage) - 2025 Young Entrepreneur of the Year

They share their inspiring entrepreneurial journeys, discussing purpose-driven leadership, building strong cultures, overcoming adversity like financial crises, and the critical role of AI in future business success. Discover their visions for growth, resilience, and community impact in Geelong.You can connect with Reyan Fernando here:

• LinkedIn
• Website

Join Reyan as he chats to George Hagivassilis, Chief Commercial Officer at Tekspace, shares his unique career journey and the strategic pivot that transformed Tekspace from an MSP into a leader in cybersecurity solutions.

Discover how empathy drives design, leadership, and marketing, and delve into the dual impact of AI – from enhancing security tools and internal operations to raising critical questions about the future workforce.

George also discusses the pivotal role of the Entrepreneurial Operating System (EOS) in navigating significant business change and the importance of mental health initiatives like 'Without Fear.'

This episode offers a compelling look at growth, innovation, and human connection in a rapidly evolving tech landscape.

Connect with George on LinkedIn

Connect with Reyan on LinkedIn

This episode is brought to by Geelong Chamber of Commerce