Sorted Digital Marketing is a Melbourne boutique agency, led by founder Laura De Ridder, that transforms the social media presence of small and medium businesses into something worth stopping for. They've just joined our space and we're so glad they did.

‍

Amy - Head of Socials

Ask Amy what her job title actually means and she'll laugh before she answers.

"It's a bit of plate spinning," she says. "I oversee the team - I'm the one joining the dots."

As Head of Socials, that means keeping strategy, output and people in sync across every client, every platform, every day. When it comes to what's exciting her in the industry right now, her answer is instant: Women in SPAM - the viral movement sweeping LinkedIn and TikTok that celebrates the women behind social media, PR, advertising and marketing. "I'm loving it," she says. And if there's one thing people are always surprised to learn about Amy? That behind the calm, coordinating exterior is a chronically type-A, hyper-organised person - "I organise things that don’t need to be organised" - who also happens to sing when she's stressed.

Jess - Head of Creatives

Jess didn't so much find creativity as arrive with it. "I came out creative," she says, matter-of-factly. She's a Gemini, a middle child, from a whole family of non-creatives - make of that what you will. Her instinct for inspiration is equally unconventional: she doesn't wait for it, and she doesn't look inward.

"I draw from current events, other people's worlds - not just my own. You can't close yourself in a box."

That philosophy shows up in what she thinks makes content truly memorable too. For Jess, it's never about the product. "It's the people. I don't buy into physical objects - I buy into people."

At a time when so much marketing feels automated, it's a refreshingly human take from the person responsible for Sorted's creative direction.

Anna - Marketing Executive

Anna lights up when she talks about clients. "You learn about whole industries very intrinsically," she says - and in her case, that industry is building and construction. "I love that side of it - getting into someone's world and helping them grow."

She thought she was already a pretty organised person before she took the role. The job had other ideas. As for where to eat near the office, she doesn't hesitate: the Tuck Shop at the end of Cubitt Street. Outside of work, she's a tennis player and is about to start reading Strangers. Simple pleasures from someone who spends her days navigating the fast-moving world of marketing.

Laura - Founder & Director

Laura De Ridder's entry into social media marketing was unglamorous by design. At 18, working at Anytime Fitness between kids' party gigs, her boss handed her the company's Facebook and Instagram and asked her to do something with them. She did. Nine years later, she runs an eight-person, all-women agency she built from scratch.vThe growth hasn't been accidental. Laura engaged business coach Simon to sharpen her thinking — and that instinct for investing in the right people has defined how Sorted operates ever since. Her proudest milestone remains landing the national account for GJ Gardner Homes, though she's characteristically measured about what success actually feels like. "I expected it to get easier," she says. "What I've found is that the sacrifice and dedication only grows."

Her advice to anyone building something: understand your numbers before anything else -

"Cash flow is the biggest killer of businesses.

Never ease off, because the business won't wait.

And choose your people carefully, because everything else follows from that."

It's a philosophy that shows up in the team she's assembled.

‍

Woman in “SPAM?”

When Amy mentioned Women in SPAM as her top trend, she was tapping into something that's been building momentum across LinkedIn, TikTok and Instagram for the past several months. SPAM is an acronym  and it stands for:

Social Media

PR

Advertising

Marketing

‍

The movement is a direct reframe, shifting the narrative away from terms such as "marketing girlies" and towards something that acknowledges the strategic, high-pressure and all-rounded nature of this work. Marketing teams are often the first to be blamed when a business isn't generating leads or hitting sales targets, yet the work itself is frequently dismissed as the "fun" side of the business. Women are updating their LinkedIn headlines, posting their stories under #WomenInSPAM, and making the case that what they do is anything but surface-level. It requires a deep and constantly evolving knowledge of culture, taste, audience and strategy.

Part of why it's resonating now is timing. As AI continues to disrupt technical and analytical roles, human creativity and cultural intelligence are increasingly being recognised as irreplaceable. Women in SPAM is, in part, a response to that shift: a loud reminder that the people who understand audiences, build communities, and shape brand culture are not the ones being replaced. They're the ones who matter most.