Our Founder

SUSANNAH GEORGE

Founder & CEO

Susannah is a fifth generation entrepreneur who founded Urban List from her bedroom in late 2011, with the goal of inspiring millions to find and do more of what they love. Under her leadership, Urban List has since grown to become Australia and New Zealand’s largest independent media brand, with recommendations that see an audience of more than 3 million people a month living their best life. 

The journey has earned her a whole lot of flight offsets and late-night dining tips, as well as recognition as a national finalist in the Ernst & Young Entrepreneur of the Year Awards, Woman of The Year (2015) and Entrepreneur of the Year (2016, 2017) in the B&T Women In Media Awards, and Digital Finalist in the Lord Mayor’s Business Awards (2015).

Beyond Urban List, Susannah is mother to Xavier and Beatrix; ambassador for The Hunger Project’s Unleashed Women initiative; and a member of Entrepreneurs’ Organisation.
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PRUE BAUER

COO & Strategic Adviser

Prue is Urban List’s strategic advisor and inhouse gin aficionado, depended upon to bring the juniper vibes come Friday PM. With a career in commercial strategy and business development across the financial industry, Prue provides strong finance and operational expertise, leveraging both to drive efficiencies for Urban List clients and evaluate new market opportunities. In addition to her role with Urban List, Prue is also a co-founder of sustainability start up—airgarden—revolutionising the way we can all grow our produce at home.
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Gemma Gilbert

CFO

Gemma is Urban List's resident numbers bod, and while she tries to break the dull accountant stereotype with her retail therapy addiction (all within strictly controlled budgets of course!), there is no denying she is an accounting geek at heart with her love of excel and order. Having escaped the colder climbs of England, Gemma landed her first role in media over a decade ago and has never looked back. When she is not being Chief Financial Officer of The Urban List, you will likely find her practising yoga, enjoying the beach or avoiding all of the Australian creepy crawlies that she will never get used to.
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BRAD ARNOLD

Head of Media & Partnerships

With a rich background in both the media agency and publisher side, Brad champions the development, process and production of Urban List’s media and brand partnerships. A creative at heart with a passion for content creation, collaborations and community, Brad finds Urban List the perfect home to fulfil his interests, all while helping people connect and live a more purposeful life. You’ll find Brad filling the gaps around the 9 to 5 by preaching 6am Saturday is the new Friday night, reviewing a cheese board, by the ocean, at a gig, or on a remote road trip adventure.
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Sophia Wilcox

Head of Brand Experience

Soph Wilcox (aka Wilco) lives to travel, having just returned to Australia after a six-month sojourn through the US, UK and Europe. With a strong record of success in developing strategic, commercial media and event partnerships and with an innovative approach to diversifying traditional and non-traditional business opportunities, Soph thrives in dynamic, high-stakes environments and is an experienced team leader, negotiator, project manager and revenue generator, having worked in various positions across the media landscape.
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TESSA GALLAGHER

Managing Editor

Born and raised in Perth, Tess is a writer and editor who can’t quite believe she wiggled herself into a job that validates her eating habits. A self-confessed hot chips addict who firmly believes in the healing powers of a good G&T, Tess heads up the extremely talented content team at Urban List—a team that helps an audience of more than 3 million people a month live their best life. When she isn’t obsessing over all things content, you can find her reading, at a Pilates class, dancing with her toddler, Beau, or walking the streets trying to get through an endlessly long list of podcast recommendations.
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Sam Macrae

Director of Operations & Technology

London bred, ex New Yorker now Sydney local, Sam has 10 years of international digital media and publishing experience under his belt. Sam is responsible for all things digital, developing Urban List’s ad stack, hunting down new partners and working on the latest in a long list of exciting and innovative projects. When he's not wrangling his young sons, you’ll find him wandering around the latest exhibitions, at the beach, watching the football (no it’s not called soccer), heading to a gig or whittling a spoon.
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