10 minutes with JO COLES, owner of Lily Blue Communications

Jo Coles is a strategic thinker and brand champion with a heart as big as the ideas she manifests for her clients. She is the driving force behind leading marketing and communications company Lily Blue Communications providing services for a number of industries. She is also the creative genius behind various branding and PR activity for the mocha group not to mention looking after all of the award winners under the mocha umbrella.

For many that know Jo personally, life over the past few years has not been easy, but she strives for perfection with grace and kindness in all that she does which includes bringing up her three beautiful children and creating opportunities for her clients, that secure notoriety and business success.

Tell us what you do in the industry today?

I’m Director/Owner of Lily Blue Communications. We work with small businesses, brands, and individuals on all aspects of marketing, with a little bit of PR thrown in. My job is a mix of brand creation and evolution, image management and written communication for print, media, and client communications. We also help get the creative word on the page by providing assistance with competition submissions and social media dialogue. Recently, in addition to 2022 strategic planning for our core client base, we have been working on the very exciting rebrand of Mocha Group and supporting the winners of the AHIA’s, AMBA’s, ABIA’s and AMIA’s with PR opportunities and advice which has been so rewarding.

To help us get to know you a little more, would you share a little about your upbringing?

My older brother and I had a very fortunate upbringing and got to experience music, art, and travel from a young age. I spent the initial few years of my life in PNG as my parents were both Drs there. Whilst they worked and my brother was at school, I was looked after by a native PNG lady called Cocofu and my first language was Pigeon English – which explains my love of languages! We then moved to Scotland where I lived for 5 years, then England for 12 years followed by 2 years in France thanks to my first Uni degree in French Literature. I then moved back to the UK to do my Masters in Marketing Management, before moving to Australia in 2006, just my rucksack and me, with dual citizenship thanks to my Dad. My parents worked really hard and loved their work. They taught me my strong work ethic and the importance of having fire in your belly for what you do. Moving around so much growing up also showed me that you can pretty much live anywhere in the world you want to, which gave me the confidence to travel and a certain resilience I have really had to tap into these past 2.5 years.

Jo with her dad

How did you first get involved in the industry?

Following 8 years working in Corporate Marketing for the likes of Pernod Ricard, Nestle and SJ Johnson (as well as Weetabix in the UK), I had my first son, Harley, in 2009. On maternity leave, one of my closest friends then, and now, Laurie Creasy, asked me if I could help her with a couple of little projects she had been asked to work on whilst also on maternity leave from Schwarzkopf Professional. She felt that my consumer marketing knowledge would complement her industry specific trade marketing experience. We quickly realised there was a gap in the market for small business marketing communications consulting, and Lily Blue Communications was formed, officially, in 2010 – I can’t believe it has been 12 years!

Jo with Sloans Salons

What achievement are you most proud of in your life or career?

If I were asked this several years ago, it would have been my three children. Today, it is getting my three children, and myself, through the past few years having lost my husband to suicide in May 2019, and my Dad to cancer just 7 weeks later. It’s been a really tough ride, and it’s far from over, but the incredible support, generosity, and kindness I received from the hair industry was a fundamental part of getting to where we are today – something I will be eternally grateful for. It is definitely a uniquely supportive industry – one like no other I have ever experienced.

Jo's children - Rio, Jax and Harley

Was business ownership always a priority for you?

Not at all. In fact, had I been asked whether or not I wanted to have my own Marketing Comms business, I would have said no, and doubted my ability to do it ha-ha! But now I love it. The fact that I can first-hand see the difference I am making to others’ businesses, brands and individuals’ reputations, and the flexibility it gives me to also focus on my kids when they need me, has made it the perfect career choice.

Share with us some of the biggest challenges you’ve faced along the journey and how you overcame these.

I think most recently watching our industry have to face COVID has been so difficult. So many people and brands we had worked with for a long time were faced with something that impacted them on such a fundamental level financially of course, but also mentally. The Lily team tried to step up to support them wherever we could and now finally we are able to start to look ahead at positive growth and recovery in 2022.

Describe your ideal Sunday.

My ideal Sunday morning would be enjoying a hot cup of tea and shower in peace followed by hot yoga and a walk along the beach in the sunshine with my dogs. But in reality, as a busy mum, it’s very different. Most Sundays are spent drinking lukewarm or cold cups of tea on the go as I run the around to countless sporting activities and birthday parties, ha-ha!

What’s on your bucket list?

To eat sashimi in Tokyo. To own my own horse and teach my daughter, Rio, to ride. To have a pet pig – I’ve had this on my bucket list since I was about 4 years old!

Craziest, funniest, or most unusual thing/s you’ve ever done?

Definitely jumping out of a helicopter – a birthday present given to me by my late husband Adam, to help conquer my fear of heights?!

What’s playing on your Spotify right now?

My Spotify account has been hijacked by the kids, in particular my 10-year-old son, Jax – currently his playlist consists of Switch Disco, Adele, Post Malone, ACDC and Powderfinger. The latest addition has been ‘Face Off’ by The Rock?! He has eclectic taste!

Do you have a motto or signature life philosophy?

Always be kind, honest and respect others, and their differences – this was instilled in me growing up and is all I ask of my kids. Recently, one of my kids who has struggled to find his groove, was being teased at school for ‘not being good at anything’. His response was to say…. ‘But I am kind. And kindness is a superpower.’

If you could leave this industry having achieved just one thing, what would that legacy be?

There have been so many times when I have been working with a salon owner or an up-and-coming stylist, given them a piece of advice and seen their faces light up because something has ‘clicked’ for the next part of their journey, or it has helped them fix an issue they were struggling with. Being able to pass on all of my knowledge to as many people in the industry I can, so that they can be truly happy and successful, would be an incredible legacy. Lily Blue started out as a little idea, but we are proud to have made quite a few dreams come true and I hope we have had an impact on the health of the industry as a whole.

Three things you’re passionate about.

Family. Especially my kids. Family includes friends for me too though. When living overseas away from family, your friends soon become family. Balance. I work hard, I am a busy Mum, but I know the importance of finding balance in life and doing the things that fill my cup, and ensure I can be the best version of me.

Personally, this is hot yoga and running (when my back permits). Both are a little escape for me and allow me to both reset and recharge the batteries. An ice-cold G&T of an evening also helps!

Giving Back. Over the years, I have been fortunate to work alongside and promote many charities and charitable events through the work of my wonderful clients. Starlight Children’s Foundation, Sydney Homeless Connect and most recently, Restart A Heart Day have been just a few of the amazing organisations we have been able to support. Leveraging my skills and contacts to help others and to see the impact is definitely a huge career highlight for me.

What’s your greatest fear?

Giving up! I am pretty determined once I commit to something. I was also really scared of spiders before moving to Australia (so English I know), but I have learnt to overcome that fear – most the time!

Little Lady Rio

What’s something interesting or quirky we might not know about you?

Hmmmm, I used to play the Oboe in a classical orchestra, and I also competed in Show Jumping for many years, hence my love of horses.

Greatest indulgence?

My first morning cup of English Breakfast tea with a square of Lindt chocolate – BEFORE the kids wake up. Even if it means I have to get up at 5am. The silence is golden, ha-ha!

What has been your greatest lesson or piece of advice along your business journey?

I’d say two things- the importance of empathy and also the ability to accept change, both of which I learned from my parents. They always encouraged me to try to understand the feelings and perspectives of others, whatever I am doing, and I think that has helped me so much when working out how best to help our clients. When it comes to embracing change, I’m still working on it, but remembering this has helped me so much personally also helps when working in such a fastpaced role.

What’s on the agenda for the future?

It’s always busy here so I try not to worry too much about what is ahead and to live in the moment but I’m excited about 2022. At Lily I’ll be continuing to help others develop and grow, continuing to share advice and knowledge whilst also continuing to educate myself to make this all possible. We all know we need to be eternal learners! Our clients become part of the family so watching them hit those goals they set themselves as we start to make our way out of COVID is really exciting for me. Go team Lily! As for at home, I’ll be surviving solo parenting 3 young kids with a healthy dose of puberty and high school transition in the mix to keep things interesting. Wish me luck!