About Us


Established in 2003, M10 Collective has built a reputable practice with a large network of partnerships and contacts to the benefit of their diverse client base.


Emma Bain


Emma originally cut her teeth in shopping centre marketing with the AMP Shopping Centre Group, and as part of the Village Roadshow Theme Parks team, and has gone on to establish a solid reputation, over 15 years, on the back of her strategic approach to brand marketing and PR.

Throughout her career, Emma has worked across a wide spectrum of industries including: construction, hospitality, retail, tourism, QSR, franchising, FMCGs and more, and for the past 8 years has directed the MarComms and PR intent for the Zarraffa’s Coffee Group nationally.

Emma is a superior communicator, with frontline experience in crisis communications, who has forged a name for creating opportunities and alignments through comprehensive marketing and communications strategy.


Karen Smith


Karen has over 20 years’ experience in PR & Marketing and in marketing small to medium sized businesses.

Her experience includes theme park marketing, tourism, retail and services marketing, restaurant marketing, event management, film promotion and publicity, and product launches.

With a wide variety of media, corporate and industry contacts, Karen delights in creating and implementing marketing and PR campaigns that get results and, combined with her experience with companies such as Sony Pictures, Village Roadshow Theme Parks, Fox Studios, The Myer Centre, Reading Cinemas, Intercontinental Hotels and Event Cinemas, has earned a reputation for creating opportunities and alignments that work for the client.

Sonia Deakin

Working with some of the world’s biggest entertainment names, Sonia has forged a stellar reputation as both a publicist and business woman. With over 20 years’ experience in the media and entertainment industries Sonia is a publicity and promotions specialist.

Dedicated to delivering high quality outcomes, Sonia ensures that all opportunities are explored and combines her extensive media network with her status as a credible and efficient operator, delivering exposure and awareness for clients that is always over and above expectations.

Results driven and highly respected in her field, Sonia is a senior PR professional on the Gold Coast, Brisbane and Sydney and has worked with many major organisations such as Channel Nine, the Austereo Radio Network, Kellogg’s Australia and Sony Pictures, in national and state based roles.

Peta-Jayne Habner

PJ comes to M10 with over 20 years’ experience in PR, Communications and Marketing with a flair for media and entertainment.  Her career and experience has spanned a wide variety of industries working on music festivals, tourism, media, event management, sponsorship, marketing and promotions, publicity, and internal and external communications for organisations in both the private and government sectors.

PJ has a passion for thinking outside the box and developing and implementing initiatives that are results driven.   Her experience has spanned not only working with artists such as country music star Adam Brand, through to Marketing, Communications, Publicity and PR with Broadbeach Alliance focusing on both the Blues on Broadbeach and Broadbeach Country Music Festivals,  Jupiters Hotel & Casino, 1029 Hot Tomato, dmg Radio, Event Cinemas and  Birch Carroll & Coyle.

PJ has extensive experience in marketing collaborations and partnerships and has a love for writing and corporate communications including the delivery of Funding Submissions and QLD Tourism Award Submissions along with Crisis Communications.  She has also been heavily involved in sponsorship management and delivery and loves the challenge of creating successful campaigns.

Jade Berg

After making her name as one of Australia’s leading Ironwomen, Jade continued her appetite for the sport crossing over into PR where she promoted a number of high profile sporting clients. 

Jade progressed to a career in sports management, looking after clients such as Sonny Bill Williams, Nate Myles, Greg Bird, Reni Matuia among others.

With a love for media, Jade was selected as Lady Luck on the NRL Footy Show, moving on to present the weather for Gold Coast Channel Nine News and joining the commentary team for the Nutri-Grain IronMan and IronWoman Series. This involvement and love of the sport has brought her full circle to the recent management of PR and media for the Series as part of M10.