About
About Neon Reindeer Marketing — responsible AI advisory for values-led organisations
Neon Reindeer Marketing is founded and led by Katie Toomey, a Sydney-based responsible AI marketing consultant with 20+ years' experience across health services, education, not-for-profit, and medical devices. We help Australian organisations navigate AI adoption with clarity, governance, and genuine integrity.
Katie Toomey
Principal Consultant
Neon Reindeer Marketing · Sydney, NSW
Two things drive everything I do. I genuinely want to see values-led organisations succeed — the charities, health services, education providers, and associations that exist because of the communities they serve, not the returns they generate. And I want AI to be well governed. Not feared, not blindly adopted, but used with intention and integrity.
Neon Reindeer Marketing is how I bring those two things together.
— Katie Toomey, Founder & Principal Consultant20+ years leading marketing in Australia's most trust-sensitive sectors.
Before founding Neon Reindeer Marketing, Katie built her career as a senior marketing leader across health services, education, not-for-profit, and medical device (global) organisations — sectors where reputation is everything and the communities being served demand the highest standards of integrity.
Roles held across a 20+ year career
When you work with Neon Reindeer Marketing, you're not working with someone who has crossed over from tech into marketing, or from consulting into AI. You're working with someone who has sat in your chair — under board scrutiny, with tight budgets, and with communities whose trust is non-negotiable. That context shapes every piece of advice we give.
We added responsible AI advisory to the practice because the need is urgent and the sector-specific knowledge most AI consultants bring simply doesn't account for the constraints and obligations values-led organisations carry. We bridge that gap.
Actively investing in current knowledge
AI regulation and best practice evolve constantly. We publish our full CPD log publicly — not as a credential collection, but as a transparency commitment.
Our Values
What Neon Reindeer Marketing stands for
These aren't aspirational statements — they're the principles that shape how we advise every client, on every project. Our values are grounded in authentic mission alignment, human-first AI, and transparent practice.
Authentic, Values-Led Growth
Everything we do is designed to amplify your mission and protect the dignity of your clients and communities.
Human-First AI
AI should enhance your voice — not replace it. We use technology to save time, not to automate away the care or creativity that sets you apart.
Clarity and Genuine Support
From templates to training, our solutions are jargon-free and designed for people who don't have hours to spare.
Building Your Capability
Our goal is to grow your team's own knowledge and judgement — not to create dependency on us.
Transparent, Ethical Practice
We are committed to good governance, accessibility, and sector obligations — because trust matters above everything.
Scalable & Sustainable
Start small, scale smart. Our service levels are designed for staged investment and easy board approval.
Our Approach
How Neon Reindeer Marketing works with clients
Every engagement follows four stages: Discovery, Roadmap, Implementation, and Optimisation. Whether you need a governance strategy, team training, or full implementation support — our approach is collaborative, honest, and grounded in your organisation's specific context.
Discovery
We start by understanding where your organisation actually is — not where you think you should be. No assumptions, no off-the-shelf templates applied without context.
Roadmap
We co-create a strategic roadmap aligned to your goals, budget, and governance requirements — with clear milestones your board and leadership can track.
Implementation
From policy development to tool selection to team training — we help embed responsible AI practices in a way that sticks, with buy-in from the people who need to live it.
Optimisation
The work doesn't stop at launch. We offer ongoing support, reporting, and capability building as the AI landscape — and your organisation — evolves.
Ready to talk about responsible AI for your organisation?
Initial conversations are exploratory and no-obligation. Our aim is to understand your situation and share honestly whether and how we can help.