Strategy Diagnostic Call
One bottleneck, 90 minutes, unstuck.
- 90-min live working session
- 1-page action map in 36 hours
- Concrete next steps
$495
AUD + GST · one-off
Now booking Q3 2026
Fractional Strategy Director
Untangling messy business problems.
Fractional leadership and business strategy consulting for Australia and the Asia Pacific. As a strategy consultant, I work with fast-moving startups, local businesses, school campuses, and mature enterprises to look under the hood, figure out what's broken and what their customers actually want, and connect the dots between your user experience, product strategy, and brand story.
10+ years of experience at the intersection of
Product strategyCustomer researchProcess improvementLaunch plansBrand positioningRoadmaps
Offerings & Pricing
How I work with you.
Four ways in, all transparent and scoped upfront. No surprises.
Positioning & GTM Intensive
Sharpen the story. Ship the launch plan.
- Full-time engagement
- 3-week focused sprint
- Customer-voice research
- GTM playbook + core copy
From $4,500
AUD + GST · per month · full-time
Service & Strategy Diagnostic
A deep dive into how you actually operate.
- Full-time engagement
- 4 to 6 weeks in the field
- Current + future-state blueprints
- GTM & positioning framework
From $7,000
AUD + GST · per month · full-time
Fractional Strategy Director
Senior strategy leadership, embedded as a fractional executive, on retainer.
- 2 to 4 days per month
- Workshops + rollout oversight
- Min. 3-month commitment
From $4,000
AUD + GST · per month
Not sure which one fits? Start with a free 30 min intro chat.
Book intro chatThe Framework
What does "fractional" actually mean?
You don't need a full-time Strategy Director. Fractional leadership gives you the senior capability, the operational frameworks, and the momentum to get it done... for a sliver of the cost.
Bridging the gap
I sit at the intersection of experience, strategy, and story.
Most teams have these three disciplines living in separate rooms. I work across all three so the customer insight, the product decisions, and the go-to-market message stay in the same conversation.
User & customer experience
What people actually do, need, and struggle with, grounded in field research.
Product & service strategy
Turning insight into offers, priorities, and roadmaps your team can ship.
Marketing & positioning
So the right message lands with the right audience, and drives growth.
How I work
Most growth strategies fail because they're built on guesswork.
Big consultancies price you out. Agencies stay on the surface. A hands-on strategy consultant sits in the middle, where the real friction lives.
Working with me
- Field research, not desk guesswork
- Fixed scope, fixed price
- An action plan your team can actually execute
- Embedded senior operator, not a pitch team
The old way
- Rigid corporate templates
- Open-ended agency retainers
- Surface-level marketing tactics
- Boardroom slides, no execution
About Me
A little bit about me.
Ten years across industries, scale, and continents. Here's the shape of the work, and the person behind it.
Hey! I'm Julia, a Singaporean-born Aussie who grew up as a third-culture kid between Singapore, Sydney, Melbourne, and Hong Kong. Moving between these worlds gave me a naturally curious mind and a global network, which eventually opened the doors for me to lead some incredible projects across the ASEAN region.
My professional life has been just as varied. I cut my teeth in marketing and PR, spent years embedded in UX consulting, and most recently worked as a product strategist at a startup accelerator. Today, I use all of that to bridge the gap between three critical departments that usually work in silos, making sure your strategy is tight, your workflows actually work, and your team is moving in the same direction.
The scale
I know what breaks down inside mature global enterprises and government bodies, and can spot the friction waiting to trip up early-stage startups and small businesses before it does.
Based in
Melbourne, operating globally , or wherever there's good matcha and a whiteboard.
Companies I've worked with
A mix of global enterprises, government bodies, hospitality, education, and 70+ early-stage founders.
70+
Early-stage startupsand more
My toolkit
Hover each to see the shape of the work.
User & customer research and problem diagnosis
Process mapping & improvements
Value proposition design
Practical go-to-market roadmaps
My approach
And what to expect when we start working together.
No boardroom guesswork
I don't sit behind a screen speculating about your business. I get out into the field, shadow your workflows, and talk to the people who actually use your service.
Action over heavy reports
I'm not interested in putting a strategy together that sits in your backlog for years. I put together steps that can be actioned today.
Human-centred, collaborative
Strategy isn't done to your team, it's built with them. I work alongside your people and your customers so the answer fits the humans who have to live with it.
Radical clarity
I say what I mean and skip the corporate fluff. If something's broken, we look at it plainly, fix it, and move forward.
When I'm not working
Outside the office, you'll find me
Buried in a good book
Cooking up a storm
Working on my own creative projects
Ready to bridge the gap?
Let's schedule a casual, no-pressure chat to see where the friction is hiding in your workflows or messaging.
© 2026 Julia Leong. Melbourne, Australia.
All prices exclusive of GST.