We bring the global thinking of a big agency with the heart, agility, and personal touch of a boutique consultancy.
Helm is hands-on, values-led, and relationship-driven. We care deeply about the people and places we work with – and only partner with those who share in our commitment to integrity, intention, sustainability, and lasting positive impact.
We’re selective, not exclusive. Intentional, not indulgent.
The why behind Helm
We're passionate about championing responsible people, places, and brands – and we hold ourselves to the same standard. As a values-led business, we share our impact openly to stay accountable and on-purpose.
We carefully choose clients and collaborators who align with our ethics and mission to be a force for good in the world.
We give back to the planet by planting at least 10 trees per fee invoice raised with ReForest Now - 2,672 trees planted and counting.
We commit one percent of our revenue to projects that help people and planet - and currently exceed that at 3.28%.
We offer pro-bono support to not-for-profits creating inclusive communities - over $32K contributed to-date.
Meet the Founders
As seasoned brand, marketing and communications specialists, Rachel and Andrew bring deep travel, hospitality and property industry know-how, strong networks, and genuine passion to every project – crafting thoughtful strategies, sparking fresh ideas, and helping your place or experience stand out in all the right ways. Their relationship is a true partnership – one that thrives on curiosity, creativity, and a shared desire to leave things better than they found them.
Rachel Jones
Co-Founder & Director
Rachel brings over two decades of deep experience in public relations and communications across the UK and Australia. Her storytelling instinct, calm professionalism, and love for considered hospitality have earned her the trust of global brands, top-tier media, and the people who shape the future of travel. From launching luxury hotels across Asia Pacific to building brand visibility for airlines and destinations, Rachel’s work is always infused with warmth, humanity, and purpose. At Helm, she leads Communications and Public Relations – translating strategy into stories that people feel.
Andrew Cavallaro
Co-Founder & Director
Andrew is a strategist who sees potential where others see problems. With 20+ years in destination development, placemaking, and tourism consulting, he brings unmatched insight into what makes places thrive – and how to future-proof them with purpose and clarity. His global outlook, methodical approach, and passion for unlocking opportunity have earned him the trust of governments, property developers, and tourism & hospitality operators alike. At Helm, Andrew heads up Concepting, Marketing and Market Representation, guiding clients through the creative and strategic journey of bringing places and experiences to-life.
