Leadership

Simon Bookallil

Co-Founder & Growth Lead

Simon Bookallil is an entrepreneur, agency founder and growth strategist with more than two decades of experience building brands, businesses and cultural platforms.

As CEO of Bashful Group, Simon has worked with some of Australia’s most recognised fashion, retail and lifestyle brands, helping them unlock growth through strategy, creativity, content and innovation. His experience spans brands including Zimmermann, Ksubi, OPSM, July, Ebay, Myer, Target, Witchery, Liquorland, Laser Clinics, Kmart and STAN, alongside many of Australia’s leading retailers and consumer businesses.

Simon was also instrumental in the development and growth of Australian Fashion Week and continues to play a leadership role within the Australian fashion industry.

At True North, Simon leads growth, partnerships and strategic direction, helping premium brands navigate the future of AI search, discovery and organic growth.

Hannah Miller

Co-Founder & Search Director

Hannah Miller is a digital growth and eCommerce specialist whose career has been shaped inside some of the world’s most respected luxury and consumer brands, including Burberry, Vivienne Westwood, Selfridges, Jamie Oliver and Liberty London.

As Global Head of SEO at Burberry and Director of Consulting at 4Ps, Hannah led teams responsible for global search strategy, large-scale website transformations and digital growth programs across luxury, retail and heritage brands.

Her expertise spans AI search, organic growth, technical SEO, content strategy and digital performance, with a particular focus on helping premium brands increase discoverability without compromising brand equity or creative integrity.

At True North, Hannah leads AI search strategy, organic growth and digital discoverability programs, helping fashion, beauty, luxury and lifestyle brands navigate the future of search and consumer discovery.

Her approach combines strategic insight, technical excellence and commercial thinking to deliver sustainable long-term growth in an increasingly AI-driven world.

David Astwood

Chief Operating Officer

David is responsible for building the operational foundations that enable True North to deliver sustainable growth for both clients and the business.

As COO of Bashful Group, where he has spent seventeen years, David brings deep experience across agency operations, commercial management, finance and organisational growth. He specialises in developing the systems, processes and structures that allow businesses to scale efficiently while maintaining high standards of delivery and client service.

At True North, David oversees operations, finance, delivery systems, team performance and business optimisation, ensuring strategy, technology and execution work seamlessly together. His focus is on creating a business that is commercially strong, operationally disciplined and built for long-term growth.

Justine Cowie

Digital Growth Director

Justine leads client delivery and digital growth execution across the True North portfolio.

With extensive experience across digital marketing, eCommerce, customer acquisition, content strategy and performance optimisation, Justine has worked with brands to develop and execute growth programs that drive measurable commercial outcomes. Her background spans agency, brand and consulting environments, giving her a strong understanding of both strategic planning and operational delivery.

Combining a deep understanding of consumer behaviour, digital performance and customer experience, Justine works closely with clients to translate growth opportunities into practical strategies that increase visibility, engagement and revenue.

At True North, Justine oversees client success, delivery quality and ongoing performance optimisation, ensuring every engagement delivers meaningful growth, stronger discoverability and measurable business impact.