Clear Advice. Better Decisions. Stronger Growth.

I'm Holly Formosa. I work with owners and organisations across food, wine, hospitality and tourism, sitting alongside them the way a marketing director would, without the salary.

Clearer decisions, smarter spending, and growth that is not guesswork.

Not sure where you sit? Start with the diagnostic.

Holly Formosa with shoulder-length brown hair, smiling and looking at the camera, wearing a white dress, standing against a plain light gray background.
Book a Growth Call
Take the Growth Readiness Diagnostic

Trusted by operators and organisations across Australia

41.png
3.png
43.png
36.png
42.png
44.png

How Growth-Ready Is Your Business?

Take the free Growth Readiness Diagnostic designed specifically for food, wine, hospitality and tourism businesses.

TAKE THE DIAGNOSTIC

Wine and Drinks

Wineries, distilleries and drinks brands. DTC, cellar door and brand.

Destinations and Industry

VEPs, councils and associations. Capability programs and regional strategy.

Hospitality and Restaurants

Venues, groups and accommodation. Positioning, visitation and revenue.

“Holly is driven to the point of when the idea is seeded, it doesn’t just ferment, it takes seed and it grows.”

— Mykal Bartholomew, Co-Owner, Coda and Tonka Restaurants

How I Work

  • 1. Insights

    Illustration of a person examining data charts on a computer screen with a magnifying glass, including bar graphs and pie charts.

  • 2. Workshops

    Three people working together on a project, with one holding a clipboard, another using a fan, and a third pointing at a board with papers and lights above.

  • 3. Strategy Development

    A person with glasses and brown hair sitting at a desk with a laptop, a notebook, and a potted plant in the background.

  • 4. Kickstarter

    Two people discussing growth and progress, with an upward arrow, gears, and a briefcase, symbolizing innovation and success.
Consulting

Not ready for a full strategy?

A Clarity Brief gives you your marketing direction for the next twelve months. Just $1,200 ex GST.

Clarity Brief

Client Success Stories

Case studies showcasing how I’ve helped brands just like you achieve their goals through smart marketing strategies.

Featured
How I Helped Shape Greater Geelong and The Bellarine's First Agritourism Roadmap
How I Helped Shape Greater Geelong and The Bellarine's First Agritourism Roadmap

Victoria accounts for 30% of Australia's agritourism trips, but Greater Geelong and The Bellarine had no shared direction for the sector.

Here is how a coffee in August 2025 became the region's first agritourism roadmap and what made 100% of operators agree with it.

Read more →
How I Developed a Strategic Plan for a Major Food and Wine Event to 2030
How I Developed a Strategic Plan for a Major Food and Wine Event to 2030

Over a two-year engagement with Grampians Grape Escape, I led the development of the festival's 2030 Strategic Plan and contributed to a 20% increase in multi-day visitation for the 2026 festival.

Read more →
Trapeze Wines – Building a DTC Business from the Ground Up
Trapeze Wines – Building a DTC Business from the Ground Up

Developed the strategy, systems and internal capability needed to build a direct-to-consumer business from the ground up.

Read more →

Speaking, Industry Leadership & Conversations

From keynote presentations and industry workshops to The Growth Edit podcast, I regularly work with operators, tourism organisations and industry bodies to explore the ideas shaping the future of food, wine and hospitality.

Recent organisations include:

  • Visit Victoria

  • City of Melbourne

  • Commerce7

  • Wine Network Consulting

Speaking

Your behind-the-scenes marketing adviser, without the retainer.

Growth Insights is a free community for food, wine, hospitality and tourism businesses who want practical tools.

Inside you'll find frameworks I use every day with clients, straight-talking video content, and resources you can actually act on.

It's free. And once you're in, you're in for life.

  • Practical frameworks drawn from real client projects

  • Video content covering growth, marketing, and commercial strategy

  • First access to events, workshops, and resources as they drop

Join the community — it's free

Resources from Growth Insights

Featured
Making riesling? Making rum? Five things drinks producers can still control for growth
Making riesling? Making rum? Five things drinks producers can still control for growth

I've spent a fortnight with winemakers and distillers, and the thing worrying me isn't the market. It's how many good operators are talking themselves out of the things that would help them most. Five things that are still entirely yours to decide, and almost none of them cost a cent.

Read more →
What Is It Costing You to Do Nothing?
What Is It Costing You to Do Nothing?

Two operators told me this month that they could not justify the spend right now. Both were being responsible with money. Both were working from the same assumption: that doing nothing is the cheap option.

Read more →
Agency, freelancer or consultant? A plain guide to choosing the right help
Agency, freelancer or consultant? A plain guide to choosing the right help

Marketing people are very good at making marketing sound complicated. Here is the plain version: what a freelancer, an agency and a consultant are each built to do, and how to work out which one your business needs right now.

Read more →
Explore Insights Hub

“Holly is the person you can trust with your business. She’ll give you a crystal-clear view of where you stand and help you make confident decisions about where you want to go.”

— Dervilla McGowan, Founder and Distiller at Anther

Holly Formosa wearing a white top, sitting at a black table with her right elbow resting on it. She is resting her chin on her right hand, pointing her index finger to her temple, against a plain gray background.

Ready for a Clearer Growth Plan?

Whether you're launching something new, navigating change or looking for your next growth opportunity, let's identify where to focus next.

Book a Growth Call