Curating Your Community Strategy

Curating Your Community Strategy
An honest, strategic conversation about building community that sustains growth and you.

Community is not only a business lever, but also a deeply human force. In this session, we’ll unpack what it really means to build and sustain community in today’s landscape, from early-stage startups to global platforms.

We’ll explore how community drives tangible business outcomes like product innovation, user retention, and brand visibility, while also acknowledging the emotional labour, boundary-setting, and identity work that comes with being a community leader.

You’ll hear real stories of momentum-shifting decisions and lessons learned the hard way. We’ll dive into the frameworks that guide strong community strategy, how to prove ROI to skeptics and how to start building when you’re starting from zero.

Plus: a candid look at the differences between corporate vs creator-led ecosystems, and what the future might hold.

Your speakers:

• Frances Goh | One Roof, Co-Founder & Head of Community of Growth

• Abbey Pantano | The Impact Collab, Founder

• Vanessa Intan | Notion, Community Manager

You’ll leave with:

• A fresh lens on the why behind your community efforts

• Real-life strategies to prove value and drive growth

• Tools for growing your community, no matter what stage you're at

This is one for the community builders, the space-holders, the deeply thoughtful connectors and anyone ready to do it differently.

About Frances

Committed to empowering women in business, entrepreneurship, and leadership, Frances Goh is the Co-Founder and Head of Community & Growth at One Roof. An innovation expert and serial entrepreneur, Frances is a passionate champion of women-led businesses. She brings deep experience in building startups, mentoring founders, and addressing the gender gap in entrepreneurship through practical support and community building.

Frances has been recognised for her impact as Winner of the 2024 AusMumpreneur Award for Community, named among the 40 Under 40 Most Influential Asian Australians, and as a finalist in the 2024 Melbourne Asia Game Changer Awards (Business category). Most recently, she was honoured as a Startup Ecosystem Hero of the Year finalist for the 2025 Governor of Victoria Startup Awards.

About Abbey

Abbey is a founder, strategist, and community architect who helps impact-led businesses scale with heart.

She works with purpose-driven startups and social enterprises to design high-trust communities, unlock strategic partnerships, and build resilient businesses that people want to stick with (and shout about!).

With over 12 years of experience across brand, marketing, and partnerships—including leadership roles in the retail, startup, and social enterprise sectors—Abbey understands the power of connection to drive growth, loyalty, and lasting impact.

Through her business, The Impact Collab, Abbey supports founders to grow mission-led ventures through collaborations, peer-led mentorship, and shared resources. Her white-label consulting arm also designs and builds custom community ecosystems that help brands turn members into advocates and ideas into momentum.

About Vanessa

Vanessa Intan is the APAC Community Lead at Notion, where she builds and nurtures communities at the intersection of productivity, creativity, and culture. She leads regional strategy and student engagement programs that empower the next generation of builders, creators, and learners across Asia-Pacific.

Throughout her experience building community, she championed digital and local culture through creator programs, community-led events, and education initiatives. Her work focused on amplifying diverse voices and fostering meaningful engagement across fast-growing markets.

With a decade of experience in tech, community building, and grassroots advocacy, Vanessa is passionate about creating spaces — online and offline — where people feel seen, supported, and inspired to build together.