/ about us
The Arrow Agency Origin Story
After years in advertising and marketing, co-founders Emily Williams and Helena Tivey saw too many builders being let down by agencies that overpromised and underdelivered. Frustrated by the smoke-and-mirrors approach that left businesses confused and out of pocket, they set out to build something different, an agency grounded in transparency, accountability, and real results.
With a deep understanding of the residential construction industry, Emily and Helena knew that builders needed more than just “leads”; they needed quality enquiries that could be consistently converted into profitable projects. Combining their expertise in digital strategy, lead generation, CRM development, and sales automation, they built a system for marketing for builders that delivers full pipelines, stronger margins, and confidence to grow.
What started as a bold idea has become a proven model. Today, the Arrow Agency partners exclusively with builders, helping them attract the right clients, cut through the noise, and secure contracts with clarity and consistency. Backed by a talented team on the Sunshine Coast and supporting builders across the globe, the agency continues to raise the bar for what builders can expect from a marketing partner, no fluff, no gimmicks, just measurable growth.
/ team members
Helena Tivey
Head of Growth
With 20+ years in the media and marketing landscape Helena, Co-Founder and Director of The Arrow Agency, leads strategy across digital marketing, lead generation, CRM development, and sales automation. With a reputation for delivering simple yet highly effective systems, she ensures every campaign connects seamlessly from first enquiry through to signed contract. Her approach to marketing for builders is grounded in results, clarity, and efficiency, cutting through complexity to create systems that scale.
Hands-on with both strategy and execution, Helena is known for working closely with clients to identify the gaps in their marketing, fix what isn’t working, and amplify what is. She combines data, automation, and digital advertising to generate high-quality leads and streamline how builders manage them—helping construction businesses build predictable pipelines without wasted time or effort.
Beyond client delivery, Helena is a regular speaker on topics such as AI-powered lead follow-up, CRM strategy, and marketing operations for the B2C construction industry. She is also the driving force behind The Arrow Agency’s strong team culture, which she describes as “smart, funny, and wildly capable”—a team committed to producing creative, practical solutions without ego or fluff.
Hands-on with both strategy and execution, Helena is known for working closely with clients to identify the gaps in their marketing, fix what isn’t working, and amplify what is. She combines data, automation, and digital advertising to generate high-quality leads and streamline how builders manage them—helping construction businesses build predictable pipelines without wasted time or effort.
Beyond client delivery, Helena is a regular speaker on topics such as AI-powered lead follow-up, CRM strategy, and marketing operations for the B2C construction industry. She is also the driving force behind The Arrow Agency’s strong team culture, which she describes as “smart, funny, and wildly capable”—a team committed to producing creative, practical solutions without ego or fluff.
Emily Williams
Head of Operations
Emily Williams is the Co-Founder and Managing Director of The Arrow Agency, where she leads operations and oversees client success across all campaigns. With expertise spanning Meta and Google advertising, Local SEO, and landing page development, Emily ensures every element of the agency’s work is strategically aligned to deliver measurable outcomes. Her focus on marketing for builders has helped establish The Arrow Agency as a trusted partner in the residential construction industry.
Guided by a commitment to clarity and accountability, Emily combines a deep understanding of digital channels with a hands-on leadership style. She works closely with clients to design campaigns that generate high-quality leads and convert them through streamlined sales systems, ensuring builders can scale with confidence and consistency.
As a frequent speaker and advocate for innovation, Emily is passionate about helping construction businesses embrace digital strategies that drive growth. Her ability to balance strategic vision with practical execution has been central to building The Arrow Agency’s strong reputation and delivering lasting value to its clients.
Guided by a commitment to clarity and accountability, Emily combines a deep understanding of digital channels with a hands-on leadership style. She works closely with clients to design campaigns that generate high-quality leads and convert them through streamlined sales systems, ensuring builders can scale with confidence and consistency.
As a frequent speaker and advocate for innovation, Emily is passionate about helping construction businesses embrace digital strategies that drive growth. Her ability to balance strategic vision with practical execution has been central to building The Arrow Agency’s strong reputation and delivering lasting value to its clients.
Ashleigh Bexon
Lead Digital Strategist
Meet Ash Bexon, our fabulous Lead Digital Strategist at the Arrow Agency! Armed with a Bachelor of Business Management specialising in marketing, tourism, leisure, and event management, Ash brings years of experience in the marketing industry and the expertise to craft innovative strategies that help clients shine.
Ash is a passionate professional who blends analytical smarts with creative flair—much like the perfect coffee she brews each morning to fuel her big ideas. A true coffee lover, she’s always ready to tackle new challenges with energy and enthusiasm.
When she’s not strategising or sipping an almond latte, you’ll find her enjoying family time outdoors, which keeps her grounded, inspired, and ready to deliver outstanding results.
Ash is a passionate professional who blends analytical smarts with creative flair—much like the perfect coffee she brews each morning to fuel her big ideas. A true coffee lover, she’s always ready to tackle new challenges with energy and enthusiasm.
When she’s not strategising or sipping an almond latte, you’ll find her enjoying family time outdoors, which keeps her grounded, inspired, and ready to deliver outstanding results.
Jay Besford
Content Manager
Jay Besford brings to the Arrow Agency over 14 years of experience in media and marketing, spanning traditional advertising, digital strategy, and specialising in video production. With a strong focus on filming and directing, Jay has produced a wide range of content—from short films to television commercials and online marketing—that not only tells stories but also drives engagement and results.
In addition to industry work, Jay is a qualified trainer and assessor, with experience mentoring the next generation of creatives in screen and media. This blend of hands-on expertise and education gives Jay the ability to combine creative vision with practical strategy.
Whether behind the camera, directing a production, or assisting in digital campaigns, Jay brings creativity, technical skill, and strategic thinking together to deliver work that connects and performs.
In addition to industry work, Jay is a qualified trainer and assessor, with experience mentoring the next generation of creatives in screen and media. This blend of hands-on expertise and education gives Jay the ability to combine creative vision with practical strategy.
Whether behind the camera, directing a production, or assisting in digital campaigns, Jay brings creativity, technical skill, and strategic thinking together to deliver work that connects and performs.
Belinda Kearns
Digital Strategist
Belinda is a digital marketing strategist who brings both creativity and strategy to every campaign. With a double degree in Visual Arts and Senior Education, a Marketing degree, and a Master’s in Marketing Management, she combines artistic insight with a marketer’s expertise. A former marketing manager, Belinda knows the value of cohesive, cross-platform strategies that connect brands with the right audience.
A creative at heart, Belinda’s keen eye for visual storytelling is matched by her love for data, the kind of insights that drive campaigns to perform even better. When she’s not crafting Facebook ads at the Arrow Agency, you’ll find her painting, working on hands-on projects, or bringing her energy to the netball court.
A creative at heart, Belinda’s keen eye for visual storytelling is matched by her love for data, the kind of insights that drive campaigns to perform even better. When she’s not crafting Facebook ads at the Arrow Agency, you’ll find her painting, working on hands-on projects, or bringing her energy to the netball court.
Zoie Zimmerman
Digital Strategist
Meet Zoie Zimmerman, our dedicated Arrow Agency Digital Strategist! Originally from a snowy town in Minnesota, USA, Zoie holds a Bachelor of Arts degree with an emphasis in advertising. After moving to Australia, she quickly proved her adaptability by taking on new challenges and experiences that shaped her professional and personal outlook. With a strong foundation in marketing and a thoughtful approach, she brings creativity and strategy together to deliver impactful results for clients.
Outside of work, Zoie enjoys the laid-back Australian lifestyle. You’ll often find her travelling the East Coast, camping, soaking up the sun, or spending time by the ocean. Always curious and eager to learn, she brings the same energy and positivity to her work as she does to life outside the office.
Outside of work, Zoie enjoys the laid-back Australian lifestyle. You’ll often find her travelling the East Coast, camping, soaking up the sun, or spending time by the ocean. Always curious and eager to learn, she brings the same energy and positivity to her work as she does to life outside the office.
Talitha O’Rourke
Digital Strategist
With over a decade in the marketing industry, Talitha brings a rare blend of strategy, creativity, and design expertise to her role at the Arrow Agency as a Digital Marketing Strategist. She has worked across a wide range of industries and now channels that experience into supporting businesses within the building sector.
Talitha specialises in understanding the customer journey and developing nurturing pathways, while her creative and design background ensures strategy translates seamlessly into compelling advertising campaigns. Her approach combines data-driven planning with creative insight to deliver results that truly resonate with audiences.
Outside of work, Talitha loves exploring new walking and hiking tracks or capturing moments behind the camera lens. She’s also deeply passionate about continuous learning and personal growth, qualities she brings into her work to help clients achieve lasting success.
Talitha specialises in understanding the customer journey and developing nurturing pathways, while her creative and design background ensures strategy translates seamlessly into compelling advertising campaigns. Her approach combines data-driven planning with creative insight to deliver results that truly resonate with audiences.
Outside of work, Talitha loves exploring new walking and hiking tracks or capturing moments behind the camera lens. She’s also deeply passionate about continuous learning and personal growth, qualities she brings into her work to help clients achieve lasting success.
Sean Cowley
CRM Specialist
Sean is our CRM Specialist at the Arrow Agency, bringing over 14 years of marketing experience across both freelance and in-house roles. He’s worked with a wide range of tools and teams, and he’s passionate about finding simple, practical ways to make work easier and more efficient.
Originally from the West Coast, Sean studied Marketing at the University of Western Australia before moving to Hong Kong, where he spent eight years helping entrepreneurs and small businesses scale their operations and marketing. During that time, he built a global client base spanning 23 countries. He returned home in 2020 with plenty of real-world experience – and a few good stories – under his belt.
Sean has worked with everything from small, scrappy CRMs to large enterprise platforms, and his focus is always the same: pairing smart tech with thoughtful strategy to save people time so they can focus on what truly matters.
Originally from the West Coast, Sean studied Marketing at the University of Western Australia before moving to Hong Kong, where he spent eight years helping entrepreneurs and small businesses scale their operations and marketing. During that time, he built a global client base spanning 23 countries. He returned home in 2020 with plenty of real-world experience – and a few good stories – under his belt.
Sean has worked with everything from small, scrappy CRMs to large enterprise platforms, and his focus is always the same: pairing smart tech with thoughtful strategy to save people time so they can focus on what truly matters.
Sarah Butler
Administrative Assistant
Sarah is our Administrative Assistant and plays a vital role in keeping day-to-day operations running seamlessly. She takes care of the details and legwork for the Arrow Agency leadership team so they can focus on the clients and business development.
With extensive experience in C-Suite Executive Assistance, office management, and remote team support, Sarah is energised by organisation, communication, and making processes more efficient for the team and management alike. No task is too big or small for her. Outside of work, she enjoys hiking, exercising, reading fiction, and is a devoted matcha lover.
With extensive experience in C-Suite Executive Assistance, office management, and remote team support, Sarah is energised by organisation, communication, and making processes more efficient for the team and management alike. No task is too big or small for her. Outside of work, she enjoys hiking, exercising, reading fiction, and is a devoted matcha lover.
Helena Tivey
Head of Growth
With 20+ years in the media and marketing landscape Helena, Co-Founder and Director of The Arrow Agency, leads strategy across digital marketing, lead generation, CRM development, and sales automation. With a reputation for delivering simple yet highly effective systems, she ensures every campaign connects seamlessly from first enquiry through to signed contract. Her approach to marketing for builders is grounded in results, clarity, and efficiency, cutting through complexity to create systems that scale.
Hands-on with both strategy and execution, Helena is known for working closely with clients to identify the gaps in their marketing, fix what isn’t working, and amplify what is. She combines data, automation, and digital advertising to generate high-quality leads and streamline how builders manage them—helping construction businesses build predictable pipelines without wasted time or effort.
Beyond client delivery, Helena is a regular speaker on topics such as AI-powered lead follow-up, CRM strategy, and marketing operations for the B2C construction industry. She is also the driving force behind The Arrow Agency’s strong team culture, which she describes as “smart, funny, and wildly capable”—a team committed to producing creative, practical solutions without ego or fluff.
Hands-on with both strategy and execution, Helena is known for working closely with clients to identify the gaps in their marketing, fix what isn’t working, and amplify what is. She combines data, automation, and digital advertising to generate high-quality leads and streamline how builders manage them—helping construction businesses build predictable pipelines without wasted time or effort.
Beyond client delivery, Helena is a regular speaker on topics such as AI-powered lead follow-up, CRM strategy, and marketing operations for the B2C construction industry. She is also the driving force behind The Arrow Agency’s strong team culture, which she describes as “smart, funny, and wildly capable”—a team committed to producing creative, practical solutions without ego or fluff.
Emily Williams
Head of Operations
Emily Williams is the Co-Founder and Managing Director of The Arrow Agency, where she leads operations and oversees client success across all campaigns. With expertise spanning Meta and Google advertising, Local SEO, and landing page development, Emily ensures every element of the agency’s work is strategically aligned to deliver measurable outcomes. Her focus on marketing for builders has helped establish The Arrow Agency as a trusted partner in the residential construction industry.
Guided by a commitment to clarity and accountability, Emily combines a deep understanding of digital channels with a hands-on leadership style. She works closely with clients to design campaigns that generate high-quality leads and convert them through streamlined sales systems, ensuring builders can scale with confidence and consistency.
As a frequent speaker and advocate for innovation, Emily is passionate about helping construction businesses embrace digital strategies that drive growth. Her ability to balance strategic vision with practical execution has been central to building The Arrow Agency’s strong reputation and delivering lasting value to its clients.
Guided by a commitment to clarity and accountability, Emily combines a deep understanding of digital channels with a hands-on leadership style. She works closely with clients to design campaigns that generate high-quality leads and convert them through streamlined sales systems, ensuring builders can scale with confidence and consistency.
As a frequent speaker and advocate for innovation, Emily is passionate about helping construction businesses embrace digital strategies that drive growth. Her ability to balance strategic vision with practical execution has been central to building The Arrow Agency’s strong reputation and delivering lasting value to its clients.
Ashleigh Bexon
Lead Digital Strategist
Meet Ash Bexon, our fabulous Lead Digital Strategist at the Arrow Agency! Armed with a Bachelor of Business Management specialising in marketing, tourism, leisure, and event management, Ash brings years of experience in the marketing industry and the expertise to craft innovative strategies that help clients shine.
Ash is a passionate professional who blends analytical smarts with creative flair—much like the perfect coffee she brews each morning to fuel her big ideas. A true coffee lover, she’s always ready to tackle new challenges with energy and enthusiasm.
When she’s not strategising or sipping an almond latte, you’ll find her enjoying family time outdoors, which keeps her grounded, inspired, and ready to deliver outstanding results.
Ash is a passionate professional who blends analytical smarts with creative flair—much like the perfect coffee she brews each morning to fuel her big ideas. A true coffee lover, she’s always ready to tackle new challenges with energy and enthusiasm.
When she’s not strategising or sipping an almond latte, you’ll find her enjoying family time outdoors, which keeps her grounded, inspired, and ready to deliver outstanding results.
Jay Besford
Content Manager
Jay Besford brings to the Arrow Agency over 14 years of experience in media and marketing, spanning traditional advertising, digital strategy, and specialising in video production. With a strong focus on filming and directing, Jay has produced a wide range of content—from short films to television commercials and online marketing—that not only tells stories but also drives engagement and results.
In addition to industry work, Jay is a qualified trainer and assessor, with experience mentoring the next generation of creatives in screen and media. This blend of hands-on expertise and education gives Jay the ability to combine creative vision with practical strategy.
Whether behind the camera, directing a production, or assisting in digital campaigns, Jay brings creativity, technical skill, and strategic thinking together to deliver work that connects and performs.
In addition to industry work, Jay is a qualified trainer and assessor, with experience mentoring the next generation of creatives in screen and media. This blend of hands-on expertise and education gives Jay the ability to combine creative vision with practical strategy.
Whether behind the camera, directing a production, or assisting in digital campaigns, Jay brings creativity, technical skill, and strategic thinking together to deliver work that connects and performs.
Belinda Kearns
Digital Strategist
Belinda is a digital marketing strategist who brings both creativity and strategy to every campaign. With a double degree in Visual Arts and Senior Education, a Marketing degree, and a Master’s in Marketing Management, she combines artistic insight with a marketer’s expertise. A former marketing manager, Belinda knows the value of cohesive, cross-platform strategies that connect brands with the right audience.
A creative at heart, Belinda’s keen eye for visual storytelling is matched by her love for data, the kind of insights that drive campaigns to perform even better. When she’s not crafting Facebook ads at the Arrow Agency, you’ll find her painting, working on hands-on projects, or bringing her energy to the netball court.
A creative at heart, Belinda’s keen eye for visual storytelling is matched by her love for data, the kind of insights that drive campaigns to perform even better. When she’s not crafting Facebook ads at the Arrow Agency, you’ll find her painting, working on hands-on projects, or bringing her energy to the netball court.
Zoie Zimmerman
Digital Strategist
Meet Zoie Zimmerman, our dedicated Arrow Agency Digital Strategist! Originally from a snowy town in Minnesota, USA, Zoie holds a Bachelor of Arts degree with an emphasis in advertising. After moving to Australia, she quickly proved her adaptability by taking on new challenges and experiences that shaped her professional and personal outlook. With a strong foundation in marketing and a thoughtful approach, she brings creativity and strategy together to deliver impactful results for clients.
Outside of work, Zoie enjoys the laid-back Australian lifestyle. You’ll often find her travelling the East Coast, camping, soaking up the sun, or spending time by the ocean. Always curious and eager to learn, she brings the same energy and positivity to her work as she does to life outside the office.
Outside of work, Zoie enjoys the laid-back Australian lifestyle. You’ll often find her travelling the East Coast, camping, soaking up the sun, or spending time by the ocean. Always curious and eager to learn, she brings the same energy and positivity to her work as she does to life outside the office.
Talitha O’Rourke
Digital Strategist
With over a decade in the marketing industry, Talitha brings a rare blend of strategy, creativity, and design expertise to her role at the Arrow Agency as a Digital Marketing Strategist. She has worked across a wide range of industries and now channels that experience into supporting businesses within the building sector.
Talitha specialises in understanding the customer journey and developing nurturing pathways, while her creative and design background ensures strategy translates seamlessly into compelling advertising campaigns. Her approach combines data-driven planning with creative insight to deliver results that truly resonate with audiences.
Outside of work, Talitha loves exploring new walking and hiking tracks or capturing moments behind the camera lens. She’s also deeply passionate about continuous learning and personal growth, qualities she brings into her work to help clients achieve lasting success.
Talitha specialises in understanding the customer journey and developing nurturing pathways, while her creative and design background ensures strategy translates seamlessly into compelling advertising campaigns. Her approach combines data-driven planning with creative insight to deliver results that truly resonate with audiences.
Outside of work, Talitha loves exploring new walking and hiking tracks or capturing moments behind the camera lens. She’s also deeply passionate about continuous learning and personal growth, qualities she brings into her work to help clients achieve lasting success.
Sean Cowley
CRM Specialist
Sean is our CRM Specialist at the Arrow Agency, bringing over 14 years of marketing experience across both freelance and in-house roles. He’s worked with a wide range of tools and teams, and he’s passionate about finding simple, practical ways to make work easier and more efficient.
Originally from the West Coast, Sean studied Marketing at the University of Western Australia before moving to Hong Kong, where he spent eight years helping entrepreneurs and small businesses scale their operations and marketing. During that time, he built a global client base spanning 23 countries. He returned home in 2020 with plenty of real-world experience – and a few good stories – under his belt.
Sean has worked with everything from small, scrappy CRMs to large enterprise platforms, and his focus is always the same: pairing smart tech with thoughtful strategy to save people time so they can focus on what truly matters.
Originally from the West Coast, Sean studied Marketing at the University of Western Australia before moving to Hong Kong, where he spent eight years helping entrepreneurs and small businesses scale their operations and marketing. During that time, he built a global client base spanning 23 countries. He returned home in 2020 with plenty of real-world experience – and a few good stories – under his belt.
Sean has worked with everything from small, scrappy CRMs to large enterprise platforms, and his focus is always the same: pairing smart tech with thoughtful strategy to save people time so they can focus on what truly matters.
Sarah Butler
Administrative Assistant
Sarah is our Administrative Assistant and plays a vital role in keeping day-to-day operations running seamlessly. She takes care of the details and legwork for the Arrow Agency leadership team so they can focus on the clients and business development.
With extensive experience in C-Suite Executive Assistance, office management, and remote team support, Sarah is energised by organisation, communication, and making processes more efficient for the team and management alike. No task is too big or small for her. Outside of work, she enjoys hiking, exercising, reading fiction, and is a devoted matcha lover.
With extensive experience in C-Suite Executive Assistance, office management, and remote team support, Sarah is energised by organisation, communication, and making processes more efficient for the team and management alike. No task is too big or small for her. Outside of work, she enjoys hiking, exercising, reading fiction, and is a devoted matcha lover.