Bastion Collective is a family business

Like all families we have our scene stealers, our little introverts, our storytellers, our silent-but-deadly achievers. And the odd dog or two warming the halls.

Together we strive to come up with original, memorable and innovative solutions that bring brands and customers closer.

Our People

We're straight talkers in an industry where they're thin on the ground, we're protective of our people and we're bloody proud of the work we produce. 

Whatever we do, whoever we work with, the question we always ask first is – what can we do together?

Fergus Watts
Founder & Executive Chairman
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Fergus Watts

Founder & Executive Chairman
Ending his time as a professional footballer with the Adelaide Crows and St Kilda Saints after multiple injuries, began working in a Brand Communications Company. He saw an opportunity to found a Collective of businesses that helped one another grow. At 24, he sold his house to fund the purchase of his first acquisition to found Bastion Collective. A keynote speaker for over 200 speaking engagements. Lead Bastion Collective since he was 23.
Jack Watts
CEO – Australia
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Jack Watts

CEO – Australia
With a history in bad sporting injuries, failed academia and currency trading, Jack originally started Bastion EBA, the Sponsorship & Experiential arm of Bastion Collective. Now overseeing the Australian operations of Bastion Collective, Jack is responsible for the overarching vision and direction of the business and ensuring we live true to our three core values; making each others lives better; delivering world class work and running sustainable businesses.
Dax Cornelius
CEO – USA
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Dax Cornelius

CEO – USA
As a highly decorated US Air Force F-16 Fighter Pilot, Dax completed over 150 combat hours in Bosnia and Iraq. He was since selected as commander of the Air Force’s F-16 Demonstration team and was responsible for Air Force branding, recruitment, retention and airshow demonstrations globally. Dax then worked with Fortune 500 Textron’s Cessna Aircraft and Piper Aircraft handling the generation of over $1B in sales and varied product launches.
Michelle Cox
Global Chief Operating Officer
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Michelle Cox

Global Chief Operating Officer
Michelle is a born entrepreneur, for more than 20 years Michelle has started, grown, fixed and driven brands and businesses alike to be more successful and sustainable. As COO for Bastion Collective, she works across the group to provide excellent client delivery for its family of clients. Most recently Michelle started our newest entity, Bastion Enterprise which focuses on maximising business partnerships.
Ben Sellenger
Executive Director – Bastion Live
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Ben Sellenger

Executive Director – Bastion Live
Over the past 15 years Ben has established himself as one of Australia's leading executives in sport, media and entertainment. As the architect and founding CEO of OneAsia, Ben developed a particular expertise in sport franchise and business growth in key developing markets. With a unique and specialized understanding of all things sport & media, he brings with him an extremely diverse background and continues to assist traditional and developing industries such as Athletics Australia and esports.
Susan Mitchell
Global Chief Financial Officer
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Susan Mitchell

Global Chief Financial Officer
Bastion was once a client of Susan’s very successful Financial services business for several years before she sold her company to become the CFO full time. Susan’s astute business acumen and strong financial literacy not only ensures that Bastion Collective is a successful, viable business but she also educates all those around her to be more financially literate & better business operators.
Edwina Webb
General Manager – People + Culture
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Edwina Webb

General Manager – People + Culture
With a career spanning over 20 years, Edwina has worked in Media and Advertising for businesses such as George Patts, Mojo, ACP, and Conde Naste. Having worked Corporate and Agency side, Edwina knows the importance of a great work culture. Since joining Bastion, her focus has been building Bastion Collective's Staff Engagement and L+ D program to position the business as one of the world's most progressive and innovative employers.
Kristen Boschma
General Manager – Creative Studio
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Kristen Boschma

General Manager – Creative Studio
You always know when Kristen is in the building. Her loud laugh and "can do" positivity tend to create a micro energy field. Of course, her 30 years' of marketing, creative and advertising leadership gives her the rich experience to build brands, transform businesses, seize opportunities and create winning strategies. Her (at times annoying) laugh has echoed in the hallways of some of the world's biggest organisations. Throughout her 30 year career, Kristen has worked on a huge array of marketing and creative challenges for Walt Disney, ANZ, Ford, Samsonite, and Fairfax.
Jim Ritchie
Creative Director
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Jim Ritchie

Creative Director
Jim leaves a lasting impression with the people he works with. It could be his creativity, work ethic, or patience – or it could be his busted nose and pommy accent. Attention grabbing proboscis aside, Jim has 16 years experience working on all kinds of brands across all channels, and has been recognised at all the major award shows around the world.
Milli the Office Dog
Director of K9 Services
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Milli the Office Dog

Director of K9 Services
Milli is the leader of the K9 pack. She directs the quality of pats, leads the tummy tickle charge and is a champion of staying hydrated. Milli is a proud member of the Bastion Collective team and provides hours of play, love and therapy.