Who We Are | Shed Connect

We work with clients to build their story and tell it through traditional and new media. We have an intimate understanding of the Australian financial markets and have an excellent track record in helping our clients achieve their business goals.

We are comprised of a small team of senior consultants, with excellent support staff and systems. We have extensive relationship networks with:

Trade, finance and business journalists
Wealth management and financial advisory firms
Asset consultants Fund managers
Superannuation funds Industry bodies

All of our consulting staff have worked in financial or professional services companies, or as specialist journalists at a senior level. Clients always receive experienced senior counsel and representation. We never compromise this principle.

Shed Media has offices in Sydney and Melbourne. We are affiliated with agencies in London and Hong Kong, relationships that keep us in touch with global trends that allow us to reach out and influence offshore media. Shed Media uses public and media relations, strategic marketing advice, government relations, lobbying, investor relations, social media, issues management and events to ensure clients take a leadership position and influence the people who matter to their business.

Our Team

Nicholas Way

Managing Director and Head of Content

Nicholas has worked as a journalist for more than three decades in Australia and Asia before joining Shed Media in 2006. In that time as a journalist he has covered politics, business, agriculture, industrial relations and Asia, especially Hong Kong and China. For a brief period he worked as a stockbroker in the 1980s. He now provides media counsel to senior executives, companies and fund managers. Nicholas has a Bachelor of Arts (Hons) from the University of Tasmania. Nicholas is a director of Shed Media.

Simrita Virk

General Manager

Simrita has over 15 years of international experience in consumer and financial services public relations. She began her career with Perfect Relations, one of India’s leading PR firms, as an Account Executive. She later worked with Burson Marsteller at its New Delhi office where she managed an account portfolio of clients including United Colors of Benetton and New York Life Insurance. Simrita graduated from the University of New Delhi with a Bachelor of History and also holds a Post Graduate Diploma in Public Relations from the London School of Public Relations.

Emily Eriksson

Senior Consultant and Content Strategist

Emily is a content strategist and B2B communications specialist with over 15 years’ experience in financial services gained in Australia, London and Paris. She works with corporates to bring their strategic messaging to life, using communications best practice via multiple channels and formats. Emily graduated from Macquarie University with a Bachelor of Arts, Psychology and holds Masters in Management from University of Technology Sydney.

Peter White

Senior Consultant and Head of Electronic Media

Peter has more than 30 years of experience of consulting to financial, property and IT firms. He began his media career reporting for the ABC current affairs programs AM and PM before becoming a media adviser to the NSW Government. Since then he has worked with major financial institutions including a seven year communications advisory role for Dominguez Barry Samuel Montagu where he helped managed the marketing and communications elements of the transition of the group to the Swiss Banking Corporation.

John Kavanagh

Editor, The Rub and New Investor

John is a journalist with more than 30 years of experience, specialising in banking, personal finance and investment management. He began his career with Rydge’s Business Journal before moving to BRW in 1984, where he developed an interest in the emerging superannuation and managed funds markets. As the magazine’s personal finance editor he explored the business and regulatory issues involved in the rapid development of the investment industry and the impact of deregulation on the banking industry. In 1994 he joined The Australian as personal finance editor. He re-joined BRW in 2000 and was appointed deputy editor in 2002. In 2006 he took the plunge into the online publishing industry and joined Banking Day.

Francesca D’Arcy

Consultant and Manager of Digital Strategies and Design

Francesca studied applied arts, before embarking on a marketing and communications career in London. She has created bespoke marketing and social media campaigns for her clients including, L’Oreal, Jetstar and Vodafone. She has also designed collateral for events, PR, marketing and clients using her Photoshop and In Design skills. Francesca holds a Bachelor of Arts degree from Nottingham Trent University.

Directors

Sheridan Lee

Chair and Owner of Shed Enterprises

Sheridan set up Shed Enterprises and Shed Media in 1996 and has over 23 years of experience in PR and marketing within financial services in Australia. In 1990 Sheridan left financial journalism and moved into marketing, working with global financial services groups including Swiss Bank (now UBS) and Alliance Capital. She has worked for a number of leading financial services houses in various capacities, including business development and media strategy. Sheridan holds a Bachelor of Economics from the University of Sydney.

Sandy Morgan

Chair

Sandy Morgan has served on the board of directors of Shed since 2005 and strengthens the company’s management committee. He is responsible for communicating and implementing Shed Connects strategic and financial vision. Prior to working with Shed Connect, Sandy was Vice President of Citibank in New York and Sydney and Director of Aurora Funds Management Limited, also in Sydney, Australia.

Nicholas Way

Managing Director and Head of Content

Nicholas has worked as a journalist for more than three decades in Australia and Asia before joining Shed Media in 2006. In that time as a journalist he has covered politics, business, agriculture, industrial relations and Asia, especially Hong Kong and China. For a brief period he worked as a stockbroker in the 1980s. He now provides media counsel to senior executives, companies and fund managers. Nicholas has a Bachelor of Arts (Hons) from the University of Tasmania. Nicholas is a director of Shed Media.