20 years of retail marketing expertise to anchor the brandOs executive leadership. Since the brandOs launch in 2023, Rachel has been the architect of Pappa FlockOs “larger-than-life” identity, successfully transforming their chicken tenders from a menu item into a nationwide viral phenomenon.

RachelOs competitive edge lies in her deep understanding of the Australian cultural landscape. In an era where digital trends have a shelf life of hours, she identifies what is trending in real time and pivots the strategy to ensure Pappa Flock is always at the centre of the conversation. Whether on TikTok or Instagram, Rachel ensures the brand not only observes the culture but also actively participates in it. This agility has turned the “Flockers” community into one of the most engaged and loyal fanbases in the Australian QSR market.

The brand love Rachel has cultivated for Pappa Flock is most vividly demonstrated by the incredible demand at store openings, which have evolved into major cultural events under her strategic guidance. These launches frequently draw crowds of over 350 people, with dedicated fans lining up from as early as 5 am just to be among the first through the doors.

A specialist in data-driven strategy and customer experience, Rachel blends analytics with a sharp eye for social relevance to ensure Pappa Flock remains a bold, high-growth player that resonates deeply with the modern consumer.