About Sass
Sass Communications is a boutique, director-led PR, content and strategic communications agency based on Queensland's Sunshine Coast, serving hospitality, education, property, lifestyle and wellness brands nationwide. Sass is built on the founding principles of honesty, integrity, creativity … and a little bit of fun.
Why Boutique Matters
A small, focused agency means director-level attention on every project – no layers of juniors or account handlers diluting your message. Every client gets hands-on strategic oversight from founder Rachel Lebihan, ensuring cohesive narratives across PR, content, SEO and earned media that drive real impact and ROI. Flexible, scalable engagements – short-term projects, month-to-month contracts or short, pause-able retainers – fit around your growth without rigid contracts.
Rachel's Credentials
Rachel Lebihan founded Sass after a distinguished career blending journalism, hospitality communications and entrepreneurial ventures in wellness.
Journalism and Corporate Foundations
A former journalist and editor at The Australian Financial Review for 11 years – including five as Education Editor – Rachel brings a newsroom‑honed instinct for crafting resonant stories that cut through the competition. An ensuing career in corporate communications at Woolworths Ltd and Woolworths Liquor Group (Dan Murphy’s, BWS, Langton’s and Pinnacle Drinks) developed a deep understanding of food and beverage businesses.
Hospitality and Precinct Expertise
During a decade at Rockpool Dining Group, Rachel shaped PR, content and brand strategies for 70+ venues, including Rockpool Bar & Grill, Spice Temple and Saké, plus rapid expansion of casual concepts such as El Camino Cantina, Fratelli Fresh and Burger Project. This hospitality expertise now extends to property precincts, where she led PR and content campaigns for venues anchoring major mixed‑use developments – building pre‑opening buzz, place‑based narratives and sustained destination appeal that connect audiences early and enduringly. Recent national projects for Australian Venue Co, The Coffee Club and Ghanem Group’s expansions further showcase her versatility across hospitality businesses at all stages of growth.
Education Specialist
Rachel is also a sought‑after education specialist, with clients across the private school and university sectors. She brings a nuanced understanding of the political and academic landscape to PR projects and announcements, helping leadership teams navigate sensitivities, stakeholders and timing. A seasoned wordsmith, she crafts everything from sharp news updates and personal profiles to op‑eds and ghost‑written thought leadership pieces that align with institutional values while still cutting through.
Wellness and Entrepreneurship
Rachel owns and operates Sunsara Yoga on Queensland’s Sunshine Coast, a thriving wellness business she launched and scaled through integrated campaigns fusing PR, content marketing, SEO and strategic communications – demonstrating Sass’s full‑spectrum approach in the lifestyle and wellness space, from brand narrative to multi‑channel activation.
