Trusted strategic advice for ambitious businesses
Bitchcraft Media provides senior advisory and media consultancy services to management teams across medical aesthetics, beauty and lifestyle, offering clear, experienced guidance on growth, communications and industry strategy.
About Bitchcraft Media
Bitchcraft Media is a boutique strategic advisory and media consultancy specialising in the medical aesthetics, beauty and lifestyle industries. Founded by Michelle Kearney, the company brings together decades of experience in publishing, marketing, brand development and industry engagement to help businesses sharpen their message and connect meaningfully with their audiences.
With a deep understanding of both professional and consumer markets, Bitchcraft Media works with clinics, product suppliers, hospitality brands and lifestyle companies to develop compelling strategies across media, events, partnerships and content. From brand positioning and market entry to communications strategy and industry engagement, the consultancy provides insight-driven advice designed to elevate visibility and commercial success.
Drawing on an extensive network of industry leaders, media contacts and international opinion leaders, Bitchcraft Media offers clients a rare combination of insider knowledge and strategic marketing expertise. The result is clear, confident brand positioning and media presence that cuts through an increasingly crowded marketplace
Michelle Kearney
Michelle Kearney is one of Australia’s most influential voices in medical aesthetics, known for shaping the industry through publishing, strategy and high-impact events. As the founder of Bella Media and driving force behind leading platforms such as Aesthetic Medical Practitioner and CosBeauty, she built the country’s most authoritative media presence in aesthetic medicine before successfully selling the business to Prime Creative Media in 2026. As the creator of COSMEDICON, Australia’s premier boutique conference for aesthetic practitioners, Michelle has brought together the industry’s leading minds through world-class education and networking. Today, she is a sought-after strategic advisor and keynote speaker, trusted for her deep understanding of the clinical, regulatory and commercial landscape, and her ability to translate emerging trends into clear, actionable opportunities for clinics, brands and industry leaders.
Michelle Kearney is widely recognised as one of Australia’s leading authorities on the medical aesthetics industry, with an extensive career spanning publishing, marketing, public speaking and conference development within the sector.
She is the founder and former owner of Bella Media, a full-service publishing and marketing company that became the country’s most influential media platform dedicated to aesthetic medicine. Under her leadership, Bella Media developed a portfolio of respected industry titles and brands including Aesthetic Medical Practitioner, CosBeauty and Aesthetic Advisor.
In January 2026, Michelle successfully sold the assets of Bella Media to Prime Creative Media, marking the next chapter in a career defined by innovation and industry leadership.
Michelle was also the conference director and convenor of COSMEDICON, Australia’s boutique medical aesthetics conference. It is a must-attend event for cosmetic practitioners, renowned for its world-class scientific program, industry-leading workshops, and vibrant trade exhibition.
With deep insight into the regulatory, clinical, and commercial dynamics of aesthetic medicine, Michelle has built strong relationships with leading practitioners, suppliers, and key opinion leaders both in Australia and internationally. Her unique understanding of the intersection between clinical innovation, consumer trends, and strategic marketing has made her a trusted advisor within the industry.
Michelle regularly consults to aesthetic companies and clinics on brand positioning, market strategy and industry engagement. She also speaks at national and international conferences on varied topics including marketing, consumer behaviour and the evolving aesthetics landscape. She is keen to expand her role through keynote speaking and strategic advisory support.
Originally trained as a pharmacist at the University of Sydney, Michelle has more than 18 years of experience in both retail and hospital pharmacy. She also holds a degree in Exercise Physiology from the University of New South Wales. Reflecting her long-standing passion for classical scholarship, Michelle completed a Postgraduate Certificate in Ancient History at Macquarie University and is currently undertaking further postgraduate studies in the field.
Michelle will spend much of 2026 based in New York City before relocating to Australia and splitting her time between Sydney and the Gold Coast, Queensland in 2027.
Hanya Oversby
Hanya Oversby is a highly respected healthcare business advisor known for driving growth and performance across medical practices. With more than two decades of experience and having supported over 1,000 practices across Australia, New Zealand and the Asia-Pacific, she brings deep, practical insight into the business of medicine. As the founder of Specialist Consulting and co-founder of Health Business Network and Doceo Health, she has developed results-driven strategies for leadership, practice growth and change. A sought-after speaker and industry thought leader, Hanya is trusted for turning complex challenges into clear, actionable outcomes that deliver real impact
Hanya Oversby is an accomplished business advisor, consultant, and facilitator specialising in strategic growth for healthcare businesses. With over two decades of experience, she has supported more than 1,000 healthcare practices across Australia, New Zealand, and the Asia-Pacific, empowering clinicians and organisations to achieve measurable success.
Hanya founded Specialist Consulting in 2001 and later co-founded Health Business Network and Doceo Health, Australia’s first comprehensive healthcare practice growth membership platform. Her expertise spans strategic business planning, leadership development, coaching, change management, and business growth opportunities tailored to medical practices and individual practitioners.
A recognised industry thought leader, Hanya has presented at major conferences, including Cosmedicon, Aesthetics, and professional society events such as the Australian Medical Association and Royal Australasian College of Surgeons, and worked with corporate partners like Johnson & Johnson, Pfizer, and Loreal Skinceuticals. She has also contributed to numerous publications and served as a faculty industry expert at Macquarie Graduate School of Management.
Hanya is the host of The Doctor Diaries Podcast, offering insights into the business of medicine. She partners with clients to deliver actionable strategies, mentorship, and tools that foster growth, innovation, and sustainable success in healthcare.
David Hickie
David Hickie is a leading Key Message Strategist and corporate communications advisor, known for helping organisations navigate complex, high-stakes environments with clarity and impact. With more than four decades of experience, he has worked at the highest levels of business and government, most recently playing a central role in the Australian Taxation Office’s landmark “Reinventing the ATO” transformation, shaping major initiatives in communication strategy, behavioural change, digital content and executive messaging. A former Editor-in-Chief of The Sydney Morning Herald and The Sun-Herald, David combines deep media expertise with strategic insight, and continues to advise across government, corporate and industry sectors, including the aesthetics field, where he is valued for his ability to distil complexity into clear, credible and effective communication.
David Hickie is a highly regarded Key Message Strategist and Corporate Communications Consultant, with more than four decades of experience advising organisations on growth, transformation and reputation management. His expertise spans issues management, stakeholder engagement, media strategy and corporate communications, particularly in politically and commercially sensitive environments. He is also a trusted CEO-level speechwriter, executive speaking coach and specialist in cultural change and ‘plain English’ communication across traditional, digital and emerging media.
David holds degrees in Law and Commerce and is the author of three best-selling books. He began his career in journalism, spending 18 years with Fairfax Media, including seven years as Editor-in-Chief of both The Sydney Morning Herald and The Sun-Herald. During this time, he played a key role in major public initiatives such as the City to Surf, the Sun-Herald Toy Fund, the Koala Fund and the Good Food Guide, while also maintaining a strong media presence across radio and television, including regular segments on 2GB, ABC and 2UE.
Following his media career, David founded and led a corporate communications and media consultancy for 17 years, advising major corporations and government bodies on large-scale transformation and strategic communication. His work included the creation and implementation of complex, multi-million-dollar initiatives, often developed from concept through to execution.
A landmark achievement was his leadership role in delivering the official website for the Sydney 2000 Olympic Games, in partnership with IBM. The $55 million platform, comprising more than 77,000 pages, became the most heavily used website in the world at the time, setting new benchmarks for digital communication.
More recently, David has worked closely with the Australian Taxation Office as part of its “Reinventing the ATO” transformation program. Over a decade, he played a central role in shaping major flagship initiatives, including the development of the Building Trust & Confidence strategic plan, the simplification of over 190 high-volume communications using behavioural economics principles, the creation of a comprehensive ATO Style Guide, and the redevelopment of digital content strategy. He also contributed to the rollout of MyTax, one of the most significant changes in the ATO’s history, alongside advising on executive communications, major speeches and the Annual Report.
In parallel, David has maintained a long-standing involvement in the Australian aesthetic medical industry, providing strategic advice on regulatory submissions, public health communications, media content and conference programming. His work bridges government, media and industry, with a consistent focus on clarity, credibility and impact.
