The path to Mecca (video story)

Sidney Sneddon's work is front and centre at Christmas—although most people won’t be aware of the role she plays.

As head of Mecca Cosmetica at Mecca Brands, Sidney oversees brand-building for the company’s popular sun and skincare range. Her work involves driving everything from strategy and product development to marketing campaigns and international expansion.

It’s not where she saw herself while studying for a Bachelor of Laws and a Bachelor of Economics at the University of Queensland, where she won the Dean’s Award for Academic Excellence and visited the UN in New York. But during a stint as a consultant with McKinsey, Sidney discovered a passion for the retail and consumer sphere that led her to Mecca.

`If I had advice for my Year 12 self, it would be to be patient. It’s okay to jump around and to learn different things. Every step set me up for the next one.’

Watch Sidney’s story below.