Motto Motto Strengthens National Marketing Capability with Two Key Appointments
Holly Barnes and Aleksandra Korf
“With our trajectory toward 30 restaurants by November 2026, strengthening our brand capability is critical to scaling the next phase of Motto Motto,”
As we continue our rapid growth toward 30 restaurants by 2026, Motto Motto has expanded its national marketing capability with two significant appointments: Holly Barnes as National Marketing Manager and Aleksandra (Sasha) Korf as Marketing Manager.
These additions represent a major leap forward in our brand and digital firepower, supporting a more specialised and strategically driven marketing function as our network accelerates nationwide. Their arrival also coincides with the opening of our 21st restaurant, underscoring the momentum and scale at which Motto Motto continues to grow.
Elevating Marketing, Brand & Guest Experience
In her role as National Marketing Manager, Holly leads the pace and direction of our brand—driving national strategy, major campaigns, guest experience innovation, and long-term brand elevation.
She is joined by Sasha, who steps into a dedicated Marketing Manager role to lead digital execution, new restaurant launch programs, local area marketing systems, and the rollout of high-impact creative across the network.
Together, they bring expanded capability and deep experience to support our franchise partners, strengthen our digital presence, and sharpen how Motto Motto shows up across every restaurant and every touchpoint.
Leadership Perspective
“With our trajectory toward 30 restaurants by November 2026, strengthening our brand capability is critical to scaling the next phase of Motto Motto,” says Matt Fickling, Group Chief Operating Officer.
“Holly brings the energy, expertise and strategic clarity needed to elevate our brand and deepen the connection we have with our guests and MyMotto members. Our new team’s work will sharpen how we show up, how we tell our story, and how we deliver on what ‘Motto Means More’ truly stands for. The impact will be felt across every restaurant, every campaign, and every new opening.”
About the appointments
Holly Barnes – National Marketing Manager
Holly brings more than a decade of multi-site marketing, franchising, and brand leadership experience, spanning national QSR, franchise development and high-growth retail environments.
Her career includes senior roles at Zarraffa’s Coffee, where she led national brand strategy, creative direction, digital transformation and guest engagement across a large network. She also headed Franchise Marketing & Lead Generation for DC Strategy, delivering high-performing digital recruitment funnels and national brand growth programs. Her broader experience includes special projects at Poolwerx Corporation and Australian Sports Nutrition.
Holly has led multiple national brand refreshes, built sophisticated digital campaign ecosystems, and designed franchise recruitment pipelines across Australia and New Zealand—capabilities now shaping Motto Motto’s next phase of expansion.
“Motto Motto is a brand with a genuine heart and a clear vision for where it’s headed,” Holly says. “Joining at a time of such strong momentum is incredibly exciting, and I’m looking forward to helping elevate the brand and strengthen the connection we share with our franchisees, guests and MyMotto Members.”
Aleksandra (Sasha) Korf – Marketing Manager
Sasha joins with more than seven years of high-energy marketing and brand-building experience, specialising in digital strategy and creative execution.
Previously Marketing Manager at The Yiros Shop, she established the marketing function from the ground up—delivering a brand refresh, building scalable digital and local area marketing systems, and leading integrated campaigns across social and restaurant channels.
She brings proven capability in digital campaign implementation, creative production and new-store launch marketing, paired with a hands-on execution style and strong understanding of brand storytelling.
“Joining a brand that’s growing as quickly and confidently as Motto Motto is a fantastic opportunity,” Sasha says. “I’m excited to help elevate our digital presence and deliver marketing that supports our franchise partners and strengthens our brand.”