Xanthe Peterson
Xanthe Peterson is Proof Communications’ B2B Sales Specialist, bringing more than 30 years of senior sales and account management experience to a career defined by complex client relationships, high-value commercial outcomes, and the ability to cut through complexity in technically demanding environments.
Early in her career, she coordinated the project delivery of major commercial openings, including Brisbane Treasury Casino and Star City, and managed cruise ship rollouts for Star Cruises across Asia Pacific, working across multinational stakeholders based in the USA, UK, and Asia Pacific as well as Australia. Operating in an era when fax and phone were the primary tools of international communication, she developed early expertise in multiparty, high-pressure project environments where precision, cross-cultural stakeholder management, and the ability to coordinate complex outcomes across multiple time zones were non-negotiable.
She subsequently built and ran her own corporate wellness practice, delivering programs to some of Sydney’s most prominent institutions, including Sydney City Council, Opera Australia, and the Museum of Contemporary Art, managing complex multistakeholder relationships and consistently delivering to the high expectations of major public and cultural organisations.
She also spent nearly a decade as owner and General Manager of a multilocation retail and hospitality business, managing teams, operations, and the full complexity of running a customer-facing organisation at scale, an experience that gives her a firsthand understanding of the pressures and decisions facing business owners and operators navigating growth and change.
Working in specialist technology sales, she managed complex end-to-end client engagements with organisations including Gucci, ModelCo, The Essential Ingredient, and Harris Farm Markets, while navigating demanding stakeholder relationships with Woolworths, Coles, David Jones, and supply chain standards body GS1. Those engagements required the ability to distil technically complex solutions and communicate their value clearly to senior decision-makers across procurement, IT, and operations functions.
Since joining Proof Communications, Xanthe has worked with clients across a wide range of sectors and submission types. She has managed the process for professional
services firms, including legal practices, recruitment organisations, and training providers, navigating complex tender bids to local, state and federal government jurisdictions, as well as healthcare, clean energy, international business advisory, engineering, construction, and housing organisations competing for government contracts. She has overseen nationally and locally recognised award submissions for architects, building companies, lawyers and allied health professionals. She has also managed the end-to-end process for listed companies and brand agencies requiring the proofreading of IPO documents and annual reports; engagements where coordinating client needs, multiple stakeholders and Proof’s writing team within tight, non-negotiable deadlines demands both commercial discipline and meticulous attention to detail.
She is known for her directness, her warmth, and her ability to take the complexity out of a complex process and deliver a clear path to the right outcome.
