Innovation, Influence & the Future of Digital. An interview with Karen Lewis - founder, strategist, mentor and one of Australia’s most influential voices in modern marketing.

Karen Lewis doesn’t do “one lane.”

She builds brands, advises leaders, mentors the next generation, and still finds time to disrupt entire industries. As the founder of Oceania Marketing Group, The Digital Coach, and Sleep Serenity, Karen sits at the intersection of strategy, technology and humanity - a place few leaders truly master.

Fresh off Oceania Marketing Group being recognised as Best Digital Marketing Agency 2025, we sat down with Karen to talk about AI, ambition, sleep (yes, really), and what the future of marketing actually looks like.

Karen, you’ve had a 20-year career across corporate, agency and entrepreneurial roles. Did you always know this was where you’d land?

Not in a linear way - and I think that’s important to say out loud. I’ve always been drawn to solving problems and building things that matter. Early in my career, that meant leading digital teams inside large organisations. Later, it meant agency work, transformation programs, and eventually founding businesses that could operate with more agility and heart.

What ties it all together is this: I’ve always cared deeply about impact. Not vanity metrics - real outcomes for businesses and people.

Oceania Marketing Group has just been named Best Digital Marketing Agency 2025. What sets it apart?

Thank you - I’m incredibly proud of the team and the clients we partner with.

Our difference is that we don’t “do marketing in isolation.” We operate as strategic partners. We look at the entire digital ecosystem - customer journeys, data, AI, experience design, and commercial outcomes - and we connect the dots.

A lot of businesses are overwhelmed by tools, platforms and noise. Our job is to bring clarity, structure and direction. That’s why we’re often brought in as Fractional CMOs or strategic advisors rather than just executors.

AI is everywhere right now. Hype or genuine transformation?

Both - and that’s where the danger lies.

AI is absolutely reshaping marketing, but not in the way many people think. It’s not about replacing humans; it’s about augmenting intelligence. The brands winning right now are the ones embedding AI strategically - in decision-making, insight, optimisation and scale - while keeping creativity and ethics firmly human-led.

At Oceania, we focus on AI as an enabler of better thinking, not shortcuts. That distinction matters.

You’re also the founder of The Digital Coach. Why launch a coaching platform alongside a consultancy?

Because I kept seeing the same pattern.

Founders, executives and marketing leaders were smart, capable - but isolated. They needed a trusted advisor, not another agency pitch. The Digital Coach was born to fill that gap: mentoring, coaching and advisory support grounded in real-world experience.

It’s for leaders who want straight answers, strategic confidence and the ability to make better decisions - faster.

And then there’s Sleep Serenity - a sleep hygiene eCommerce brand. That feels… different.

It does, but it’s actually very aligned.

Sleep Serenity came from personal experience and a deep understanding of behaviour change. Sleep is foundational to performance, leadership and wellbeing - yet it’s often ignored. Building that brand allowed me to apply everything I know about customer psychology, digital growth and ethical marketing to a product that genuinely improves lives.

Also, if you’re advising leaders on performance, you can’t ignore sleep.

You’ve been deeply involved in mentoring and industry leadership, including serving as Vice Chair of D+T Collective and advising the Australian Government. Why is giving back so important to you?

Because none of us get here alone.

Being Vice Chair of D+T Collective and advising the Malcolm Turnbull Government on Australia’s digital economy were profound experiences. They reinforced how important it is to build capability - not just businesses.

I’m particularly passionate about mentoring women in digital and leadership. Representation matters. Confidence matters. And practical guidance can change the trajectory of someone’s career.

What trends are you seeing right now that business leaders should pay attention to?

Three stand out:

1. Zero-click and AI-driven search - visibility is no longer just about rankings.

2. The rise of Fractional leadership - businesses want senior expertise without long-term overhead.

3. Experience-led growth - brands that win focus on trust, usability and relevance, not noise.

Marketing is becoming more strategic, not less. The bar is rising.

And finally, what’s your prediction for the future of marketing?

The future belongs to brands that balance intelligence with empathy and authenticity.

AI will continue to accelerate. Data will get sharper. But the brands that endure will be the ones that understand humans - how they think, feel, decide and trust.

Marketing isn’t about B2B or B2C anymore. It’s Business to Human. And that’s where I’ll always focus my work.

Karen Lewis is the founder of Oceania Marketing Group, The Digital Coach, and Sleep Serenity. With over 20 years of experience, she is a recognised leader in digital strategy, AI-enabled marketing, mentoring and transformation - and one of Australia’s most respected voices shaping the future of the industry.

Bold, thoughtful, and refreshingly human - Karen Lewis isn’t just predicting what’s next. She’s building it.