After working in journalism, client publishing and marketing, Bobbi founded Mahlab in 1997 because she recognised that the very best content marketing combines editorial excellence and an audience-first mindset with deep strategic thinking. She is passionate about media, business, entrepreneurship and diversity. In 2016 Bobbi co-founded Mentor Walks, a 'walk and talk' event program for mid-career women that operates in Sydney, Melbourne and Brisbane. In 2015 Ernst & Young selected Bobbi to participate in the Entrepreneurial Winning Woman program, APAC. Bobbi is also a juror of Cartier Women’s Initiative Awards and sits on the Advisory Council of the Sydney Women's Fund and The Girls Refuge. She is a past board member of Publishers Australia.