At Embrace Society, we believe in the power of positive and authentic communication to reach even the most hard-to-reach audiences. Our approach is rooted in a deep understanding of the communities we work with, honoring their culture and values, and recognizing their individual touch points and preferences. We craft messages that are not only relevant and useful but also contribute to a positive and inclusive narrative.
We are committed to going beyond simply tolerating differences; we celebrate them. We believe that real change happens when people feel seen, heard, and understood. Our strategies are designed to foster genuine connections and empower individuals to embrace their unique identities.
At Embrace Society, we believe that our strength lies in our people. We foster a collaborative and supportive culture where every team member feels empowered to contribute their unique skills and perspectives.
We are committed to creating a workplace where diversity is celebrated, and everyone feels a sense of belonging. We believe that by embracing our differences, we can achieve greater creativity and innovation.
Our team is driven by a shared passion for making a positive impact.
Paula Masselos
Founder, Managing Director
Paula Masselos is the Founder and Managing Director of Embrace Society, a specialist communications agency that reaches culturally and linguistically diverse (CALD) and First Nations communities. With a distinguished 40+ year career, Paula is an award-winning strategist known for developing high-impact, values-based campaigns in advertising, PR, behaviour change and community engagement. She previously held senior roles at SBS Radio and the Human Rights and Equal Opportunity Commission. Under her leadership, Embrace Society has delivered national campaigns for major federal departments including Social Services, Treasury, the ATO, Finance, Veteran Affairs, Climate Change, and the Department of Communications. Paula is also deeply engaged in multicultural policy and advisory work, having served on ministerial panels, arts and media boards, and community relations commissions. She helped shape Australia’s citizenship test and was instrumental in multicultural broadcasting policy. Her work spans multiple sectors including health, banking, telecommunications, and education. As strategic lead of Embrace Society, Paula oversees campaign development, high-level client engagement, and ensures messaging resonates with diverse audiences. Her ongoing commitment to inclusion, innovation, and cultural insight has established Embrace as a trusted communications leader in Australia’s multicultural and public interest landscape.
Kate Marshall
PR & Media Relations Specialist
Kate is a seasoned journalist and media strategist with expertise across academic, legal, business, and environmental sectors. She specialises in PR campaigns targeting CALD communities, and is skilled in media liaison, stakeholder engagement, and simplifying complex information. Kate has worked on major campaigns such as Net Zero Economic Transformation, Future Made in Australia, and myID. Her global experience as an international aid communications worker spans Asia Pacific, South Asia, and Africa, where she has developed content and multimedia stories across a wide range of issues.
Maria Moroney
Stakeholder Engagement & Community Outreach Specialist
Maria leads multicultural stakeholder engagement at Embrace Society, ensuring diverse communities access inclusive, accessible information. She builds strong relationships across CALD sectors to deliver effective, data-driven campaigns. Maria’s outreach work spans government initiatives including Carer Gateway, Childcare Subsidy, Director ID, myID Rebrand, and Net Zero Economic Transformation. Her focus on community insight and message delivery helps drive campaign success. Outside of work, Maria enjoys interior design and spending time with her grandchildren.
Amber Harvey
Events & Account Manager
Amber is a highly organised events and marketing specialist, contributing to Embrace Society campaigns including Future Made in Australia and Veterans Employment. She brings global experience from her previous role coordinating wholesale operations for a luxury childrenswear brand based in Hong Kong. With a background in psychology, sales, and healthcare, Amber excels at managing logistics and stakeholder engagement. Her attention to detail and ability to see the big picture make her a valuable member of the team.
