Nic Minter

Founder/Director

Nic is the creative mind and strategic force behind everything here at Soqual.

Driven by a passion for storytelling, brand building, and community connection, Nic brings fresh thinking, bold ideas, and sharp insight to everything she touches. As the visionary behind the Soqual brand, she leads with energy, authenticity, and a deep understanding of what makes businesses thrive in a competitive digital landscape. Whether she’s developing long-term brand strategies, leading creative campaigns, or mentoring her team, Nic is always focused on delivering value and pushing boundaries.

With over 10 years of hands-on experience in social media and digital marketing, Nic has helped shape the voice and presence of many businesses across Newcastle and the Hunter Valley. She’s built brand ecosystems that drive awareness, engagement, and business growth across multiple platforms and channels. From high-level strategy to creative execution, Nic knows how to connect audiences with purpose-driven brands in meaningful ways.

Under Nic’s leadership, Soqual has grown from a bold idea into one of Newcastle’s leading creative agencies, respected for its results-driven approach, collaborative culture, and unwavering commitment to client success. And with exciting new projects, partnerships, and creative ventures on the horizon, this is only the beginning.

With over 20 years of marketing experience, Lauren is a true leader and a wealth of knowledge at Soqual. She thrives on helping businesses—from start-ups to major corporates—develop strong, memorable brands and create meaningful connections with their audiences.

As Account Director, Lauren brings invaluable strategic insight to every project. She thrives on leading high-impact campaigns, providing expert guidance to our Account Managers, and ensuring every initiative runs seamlessly while achieving measurable results. Her focus is on delivering tailored strategies that drive business growth and brand visibility, no matter the scale or complexity of the project.

Lauren's leadership extends beyond just campaign management; she is a mentor to the team, constantly inspiring them to innovate and elevate client experiences. Her extensive industry expertise, combined with a results-driven mindset, ensures that Soqual clients not only meet but exceed their marketing goals.

With her unwavering dedication to both client success and team development, Lauren is an essential part of Soqual, consistently identifying new opportunities for growth while keeping the work fresh, innovative, and impactful.

Having been a part of the Soqual team for over seven years, Abbie has worked with clients across a wide range of industries - bringing fresh thinking, genuine connection, and a results-focused approach to every project. She has a true passion for helping brands find their voice and achieve their digital marketing goals.

As a dynamic and detail-driven Account Manager, Abbie is known for turning strategy into action and ideas into results. She’s the go-to for developing impactful paid and organic campaigns, directing content shoots, managing email marketing, and keeping every project running smoothly. In her role as Soqual Studio Manager, Abbie oversees the creative vision and the day-to-day operations of the studio, ensuring every visitor receives top-tier service and an exceptional experience.

With a Bachelor of Business (Marketing) and additional studies in public relations, graphic design, photography, and SEO, Abbie brings a broad and well-rounded skillset to her role. Her ability to blend creative storytelling with strategic execution ensures that everything she delivers is both beautiful and backed by purpose. Abbie’s marketing intuition, versatility, and genuine care make her an essential part of the Soqual team, and a trusted partner to every client she works with.

Renae is passionate about building strong client relationships and delivering standout results through creative, tailored marketing strategies. With a focus on genuine connection and high-impact campaigns, she works closely with each brand to ensure every touchpoint, from content creation to strategy execution, feels purposeful and aligned with their goals.

A strategic thinker with a natural flair for creativity, Renae brings enthusiasm, insight, and a sharp eye for detail to every project. Her experience spans across social media strategy, content creation, video editing, event coordination and promotion, and multi-channel content delivery, allowing her to craft campaigns that connect and convert.

She holds a Bachelor of Communications (Public Relations) and an Advanced Diploma in Fashion Business. Paired with her background in property marketing, Renae offers a unique blend of style, substance, and versatility that adds value across a wide range of industries.

Whether she’s leading paid and organic strategies, crafting scroll-stopping content, or shaping long-term marketing plans, Renae is committed to creating meaningful results and a standout client experience every time.

With seven years of marketing experience, Sara brings a dynamic blend of strategic insight and creative expertise to her role as Account Manager and Lead Graphic Designer at Soqual. She combines a strong foundation in marketing with her design skills to craft innovative, results-driven campaigns for clients.

Sara holds a Bachelor of Commerce, specialising in Marketing and Management, and a Cert IV in Graphic Design. Her diverse skill set enables her to approach each project from both a strategic and visual angle, ensuring every campaign is executed seamlessly across multiple platforms. She excels at creating engaging social media content, developing comprehensive marketing strategies, designing tailored branding packages, and managing website builds - always ensuring that every project aligns with the her clients' overall marketing strategy.

Sara’s passion for blending creativity with strategy makes her an invaluable asset to the Soqual team. She is committed to delivering results that exceed expectations, helping brands reach new heights in their marketing.

Keely started her journey at Soqual as an intern and quickly made her mark, transitioning into her role as a Junior Marketing Account Manager. With a Bachelor of Media & Communication (Public Relations), she brings a fresh, creative approach to social media strategy and content creation.

Keely is passionate about helping businesses thrive by harnessing the power of digital storytelling. She focuses on developing creative, results-driven campaigns that not only capture attention but also build meaningful connections with customers. With a strong understanding of social media trends, content creation, and campaign execution, Keely ensures each client’s brand voice is amplified across platforms.



Whether she’s supporting her colleagues or managing her own client portfolio, Keely approaches every project with a proactive, client-first attitude, ensuring that strategies are executed smoothly and efficiently. Her goal is always to help businesses grow, stand out, and succeed in a crowded digital landscape. With her unwavering dedication to client success, Keely is a vital part of the Soqual team, always striving to elevate brands and drive lasting results.

Madeleine is a data-driven digital strategist with a sharp eye for design and a passion for performance. With a Bachelor of Visual Communication (Design) and further qualifications in Digital Marketing Strategy and Implementation from RMIT, she brings both creative flair and analytical precision to every campaign.

With 15 years of experience in web development, Madeleine seamlessly combines creativity with data-driven strategies. Her expertise lies in optimising organic and paid search performance for businesses through SEO and Google Ads, delivering tangible results.

Known to the team as “Mads,” she’s a self-confessed data nerd who thrives on diving deep into metrics and turning insights into action. Whether she’s fine-tuning a Google Ads campaign or reshaping a website’s SEO foundation, you can count on Madeleine to deliver results that go above and beyond expectations.

Her mix of technical expertise, creative thinking, and strategic insight makes her an invaluable asset to the brands she works with—and a key part of Soqual’s performance-driven approach.

With over 15 years of experience in business support and administration, Paige is passionate about client support, and creating a seamless experience for everyone involved. As part of the Soqual administration team, she focuses on onboarding clients, assisting them throughout their journey, and ensuring everything runs efficiently.

Behind the scenes, Paige works to support the team, keeping operations smooth and ensuring everyone has what they need to deliver an exceptional experience. Her goal is to make every interaction effortless and positive, providing structured support so both clients and the team feel well looked after.