About Jai
Supercharging Leaders & Marketers
to Reach Their Full Potential
High-Performance Leadership Coach | Marketing Strategic Advisor
Jai Sanderson is a high-performance leadership and executive coach, marketing strategic advisor, facilitator, speaker, and passionate advocate for the power of strategic collaboration, connection, and influence as key accelerators for achieving results and sustainable growth.
Before transitioning into leadership coaching, Jai spent three decades within the corporate world as a renowned marketing leader before turning her focus to what she believes is the core reason why organisations thrive or just survive – the calibre of leadership.
Jai offers a unique blend of leadership & peak performance team coaching with marketing strategy & innovation consulting to bridge the gap between 'real' transformational leadership development and strategic marketing.
The focus of her work is with leaders and teams in the corporate world, with a specialty in working with marketing and the marketing ecosystem—both internally within medium to large organisations and externally across marketing agencies, media, and brand asset and rights holders, equipping them with critical skills essential for today’s evolving corporate environment.
For 30 years, Jai has been recognised as an acclaimed marketing leader for her work across top ASX companies and multinationals, including Samsung, Reckitt Benckiser, Bayer, Dairy Farmers, BlueScope Steel, Ferrero, and CSR Ltd. Her experience spans industries such as Over-The-Counter Pharmaceuticals, Building & Construction Materials, Consumer Electronics, and Fast-Moving Consumer Goods (FMCG), where she spent 15 years.
Jai started her marketing career in the early ’90s at Seagram, one of the world’s largest alcoholic beverage manufacturers. There, she cut her teeth leading teams and marketing premium brands such as Mumm and Perrier Jouet Champagne, marking the beginning of her fascination with the power of influence via collaboration and connection, initially at this stage as a powerful marketing tool.
In her marketing leadership roles, she built co-collaborative environments that fostered the creative thinking behind numerous award-winning campaigns, including one that earned 1 Silver and 3 Bronze Awards at the esteemed Cannes Lions International. She was often at the forefront of media and marketing industry disruption, pioneering marketing firsts through collaborative, high-impact activations that fuelled exponential growth and results. She is also highly regarded for building high-performing marketing and cross-functional teams, championing cultural transformation, and elevating the value of the marketing function.
Jai’s Marketing Career
The nature of the companies Jai worked for in the first half of her career saw her hands-on deep within product innovation, leading teams on product innovation strategy and development of the product innovation funnel, often on a global scale. She has overseen hundreds of products and brands from ideation through to go-to-market launch campaigns and events. When it comes to brand strategy, whether it be using her strategic agility to create an iconic brand such as Dare Iced Coffee or turning around decline of a mature brand like Dettol with reimaging product development in a fresh new category, Jai is highly experienced at leading data-driven, game-changing brand strategy development. It is here that Jai developed her mastery in innovative thinking techniques and best-in-class practices.
In 2009, Jai transitioned out of operational marketing leadership into a corporate strategic role as Head of Brand and Media for Samsung Australia, where she spent almost six years. Originally with accountabilities for Masterbrand strategy and Samsung’s countless brand and influencer collaborations and partnerships, she additionally went on to lead Master Media Strategy, External Agency Management and the teams across PR & Events, Corporate Social Responsibility, and Insights & Research.
Jai credits her time at Samsung as a pivotal period in her career, deepening her fascination with the science, habits, and practice behind exceptional leadership.
After her tenure with Samsung, Jai's pathways took on a deeper focus in leadership, performing on multiple senior leadership teams to drive strategic initiatives, achieving exceptional organisational outcomes. Her senior posts included General Manager – Marketing at CSR, Marketing Director (ANZ) at Interface, and a global marketing leadership role at BlueScope.
In 2024, she launched Jai Sanderson The Practice—a platform that leverages her unique blend of leadership & peak performance team coaching with marketing strategy & innovation consulting, bridging the gap between 'real' transformational leadership development and strategic marketing.
