I've spent 30 years helping organisations think more clearly about where they're going, and how to get their teams on board for the journey.

I'm Donyale MacKrill, founder of Plucky Media and pioneer of the Co-creation Method behind everything we do here. My career has taken me from senior marketing roles across Africa and Europe to CMO of a global travel technology brand, and finally to the place I love, the beautiful South West of WA, where I work with local governments, tourism operators, wine businesses, and mid-size organisations to build strategies that actually get implemented.

Why Plucky?

Plucky: adjective. Having or showing determined courage in the face of difficulties. Also: the exact quality your team needs when you're staring down a five-year strategy with no idea where to start. That's where I come in.

What 30 years of senior experience looks like in practice

  • I've been a CMO. I know what executives need from a strategy — and what makes them trust one enough to actually fund its implementation.
  • I've led 30-person marketing teams. I know what frontline staff need from a plan —specificity, clarity, and the sense that their voice was heard in building it.
  • I've run campaigns that generated over 14-million impressions in Perth and the South West, 612% increases in engagement, and $138,000+ in direct visitor spend. I know the difference between a strategy that sounds good and one that performs.
  • I hold a Graduate Diploma in Psychology. This gives me formal training in qualitative research methodology, which means I can engage your customers, find out what they actually think, and use that insight to make your strategy sharper.

What I'm not

I'm not a big firm with a team of junior analysts and a proprietary framework that arrives 90 days later like a gift. I'm a senior practitioner who works directly with your team, inside your organisation, for the duration of the engagement. Your CEO has my number. Your strategy reflects your reality.

Credentials & experience

  • 30+ years senior marketing and business development experience
  • Former CMO, Wetu Tourism Solutions (global travel technology brand)
  • Former Project Lead, Australia's South West tourism consultancy (Lumenesse & Co)
  • Preferred supplier, Margaret River Busselton Tourism Association
  • Graduate Diploma in Psychology (Higher Distinction), University of Adelaide, 2025
  • Bachelor of Psychology (Honours), University of Western Australia, in progress
  • Member: Australian Society of Authors and Regional Arts WA
Work with me
We acknowledge the Whadjuk and Wardandi Noongar as the traditional custodians of the lands where we live, study, and work. We recognise their deep, enduring connection to Country and seek to honour their example of ongoing care and respect for boodja (land), worl (sky), and waardan (sea).
Contact Us
Make an enquiry
Email
hello@pluckymedia.com.au
Address
Perth & South West WA
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