Newcastle’s New Move sees Novocastrian returning after 14 years

Newcastle’s New Move sees Novocastrian returning after 14 years

Newcastle is attracting the nation’s best and brightest with the launch of the Newcastle New Move initiative.

The initiative was launched as an economic development strategy, with the aim to attract innovative entrepreneurs to Newcastle.

New Move begins with a financial grant, with independent modelling estimating that the results could create up to 75 new jobs and millions of dollars in economic output.

Nicole Shelley is the Co-founder and Head of Marketing at pepperit, a full-service marketing agency.

Nicole was one of the 30 accomplished entrepreneurs to receive this grant. After 14 years in Sydney, Nicole has returned to her hometown in Newcastle to expand pepperit’s team and reach.

Since returning, Nicole has opened a new office on Hunter Street, hired three local full time marketers, and is supporting two internships with University of Newcastle students.

A University alumnus herself, Nicole is honoured to be giving back to the institution.

“I’m thrilled to be back in Newcastle, opening a second office in my hometown and hiring such fantastic local talent,” Nicole said.

Nicole adds this achievement to a long list of accolades, including the 2018 City of Sydney Young Entrepreneur of the Year. Returning home, Nicole sees the potential in Newcastle.

“The transformation of Newcastle that I’ve witnessed from afar over the last 14 years has been tremendous. As a region, we are well on our way to becoming a world class creative and innovation hub. I’m grateful to the City of Newcastle for the New Move initiative and honoured to be a part of it.”

With the introduction of businesses such as pepperit, Newcastle is set to see a more creative industry begin to flourish. Opportunities for graphic designers, writers, social media managers and content marketers are rising in Newcastle, and pepperit is a prime example of this.

Newcastle is well on the way to becoming an innovation hotspot. The University of Newcastle is ranked number 1 in Australia for industry collaboration.

This presents an exciting opportunity for business owner looking to work with the next generation of industry leaders.

Nicole’s story is like many within the nation.

“Young families and professionals who have experienced capital city life in Sydney or Melbourne, or even further afield in London or New York, do want to return home.”

“They have some exceptional skills and experience, but I know they would also like the lifestyle and flexibility. At pepperit, we hope this is our point of difference in what we will bring to our Newcastle team.”

As for her successes, Nicole remains characteristically modest, recalling her previous professional experiences in the city.

“I’m honoured to have worked for both the major sponsors of the Jets in Ampcontrol and Port of Newcastle. My next step is actually learning the rules of football!”

The New Move initiative comes as a result of a unanimous resolution of City of Newcastle Council in December 2020. Nicole believes that Newcastle is a fantastic option for anybody wishing for a professional or lifestyle change.

“I’m a proud Novocastrian, and after living in Sydney for 14 years I’m thrilled to be back in my hometown expanding pepperit’s footprint.”

IMAGE | Co-Founder and Head of Marketing at pepperit, Nicole Shelley.


Pepperit is a full-service marketing agency based in Newcastle and Sydney, with clients across Australia and overseas. We draw on our expertise in strategy, brand, design and digital to reframe and solve problems.

We create memorable marketing moments for your brand that keeps your target market coming back time after time. How? By truly understanding your business and the people behind it, we can unearth what speaks to your audience and design marketing that cuts through.

Pepperit believes marketing truly can be authentic.

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