Board Members

Since beginning in Retail over 35 years ago, Sam has held a number of leadership and Management positions. Sam currently holds the position of Chairperson of the Association.

His experience in business development and operating a successful Registered Training Organisation, has enabled him to assist people to achieve their personal, career and business goals with clarity and effectiveness.

Sam’s experience with industry and government initiatives in the past adds to his abilities to
represent and work with a broad range of individuals and communities.

Both personal and professional challenges have helped Sam develop a resilience in life
and a “can do” attitude. His greatest satisfaction comes from his passion for seeing people and organisations grow, helping them to set and achieve goals. His analytical and strategic abilities are evident in all his business interactions.

Sam’s organisation has held the Self-Employment contract over the last 7 years and specialises in
remote and regional representation along with South Australian metropolitan Employment Regions.

Sam brings extensive board experience to the role including 5 years as a Director for the Association.

As the Director of Self-Employment Assistance and Marketing at Asuria, James is actively involved in empowering entrepreneurs to start their own businesses. He holds the position of Vice Chairperson of the Association.

James is a graduate in Commerce from Macquarie University and is based in Sydney, Australia.

His professional background includes successfully rolling out extensive national public employment services provider contracts and playing a pivotal role in the development and growth of the Asuria brand and its Enterprising Heart culture.

Luke joined the family business in 2007 and for the past 15 years has been involved in all
aspects of operations as a New Enterprise Incentive Scheme (NEIS) and now Self-Employment Assistance provider.

Having worked across four tendered contracts, he has implemented and managed changes
including the variations and complexities involved under different governments and underpinning agendas.

Luke enjoys working in this space while helping people follow their passion and turn business opportunities into reality.

With an extensive knowledge of the program and systems involved, he brings this experience
from the program coalface to the Association.

Being familiar with the barriers of distance from more populated states, Luke has experience in ensuring that communication remains viable and effective for all.

He continues working directly with the Department in an official capacity with Assocation to help address ongoing issues across all facets of the program and is a voice for members.

Luke currently holds the role of Treasurer.

Karen’s career spans corporate and community sectors, specialising in building business capacity, strategy, entrepreneurship, and stakeholder success across government, commercial, and not-for-profit environments.

Her background includes retail, human resources, marketing, management, and design, along with consulting in strategy, innovation, and leadership. She holds qualifications in Strategic Foresight, Entrepreneurship, Training, and Psychometric Assessment.

Karen ran her own consultancy for 13 years, originally launched through the former NEIS program, giving her first-hand insight into the services she now supports through the NSEA Board. With more than a decade in the self-employment support industry, she has helped hundreds of businesses grow and contributes to multiple committees advancing business initiatives across Melbourne and north-western Melbourne.

Karen manages the Holmesglen Self-Employment Assistance service and joined the Board mid-2025 to focus on strengthening initiatives that ensure participants and stakeholders gain maximum benefit from the free services available to emerging and established business owners.

Rod brings more than 30 years of business advisory experience spanning corporate, government, and small-business environments. His career has been dedicated to supporting individuals and enterprises at every stage of the business lifecycle - from unemployed individuals exploring self-employment, to new founders in their early years, through to established operators seeking stability or growth.

As Co-Director of Transcend Services, a Self-Employment Assistance provider in the South - East Melbourne, Rod has first-hand experience designing and delivering practical, outcome-driven support for diverse participant needs.

Building Transcend Services from the ground up has given him deep insight into the operational realities and barriers facing small businesses today, as well as the program design required for sustainable success.

Sophia brings almost three decades of experience across the employment services landscape, including more than two decades in the delivery and leadership of self-employment programs through the former New Enterprise Incentive Scheme (NEIS) and the rebranded Self-Employment Assistance program.

Much of Sophia’s career has been dedicated to supporting individuals to pursue self-employment as a viable and sustainable pathway, and she brings a practical understanding of the realities of starting and sustaining a business.

Her roles have spanned program management, senior operational leadership, contract management, governance, and consulting across industry, with a focus on creating operational efficiencies and building workforce capability. This experience also providing deep insight into both policy intent and on the ground delivery.

Sophia has previously served as CEO and as a Board member of the Association, giving her a strong understanding of the organisation, its membership, and the program’s evolution.

As Chief Executive Officer, Sophia maintains a strong focus on program design, delivery, and performance, strengthening program sustainability and supporting strong member outcomes. She works closely with government, industry stakeholders, and providers, and is a strong advocate for members and participants, contributing to programconsultation and review.