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25+ years in marketing, communications and journalism
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Former senior journalist, Fairfax Media
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Named in the Women in Leadership Top 100 2027 list
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13,000+ followers on LinkedIn
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Board Member and Marketing Advisor, Blind Sports Foundation
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Works in English, Portuguese and Spanish
I'm Celeste Lustosa. I Help B2B Leaders Make Marketing Count.
For more than 25 years, I’ve helped organisations in Australia and Brazil tell their story to the people who matter most to them.
Today I work with business leaders as a fractional CMO and strategic adviser. My job is to make sure your marketing is built on strategy, not guesswork, and that it helps you win the right clients.
From the Newsroom to the Boardroom
I started my career as a journalist. It taught me something I still use every day: people don’t remember messages. They remember stories that matter to them.
In Brazil, I worked in public relations for Vivo, one of the country’s largest telecommunications companies, and managed government communications.
In Australia, I was a senior journalist at Fairfax Media before leading communications and marketing for organisations including ACH Group, the Urban Development Institute of Australia (SA) and the South Australian Department of Primary Industries and Regions.
Along the way I saw the same thing again and again. Businesses with real expertise were struggling to explain it to the people who could buy from them. So I founded Lustosa Marketing to give B2B businesses access to senior marketing thinking without the cost of a full-time executive.
Agencies execute what they are briefed to do. If the brief is built on unclear positioning, everything that follows is expensive noise.
One of the most common calls I get goes like this. Six months in, the agency has delivered everything in the brief, and nothing has moved in the business. The work was competent. The strategy underneath it was missing.
I believe marketing should start with the business: its goals, its customers, its value and its commercial challenges. Then the strategy, the message and the delivery should all pull in the same direction.
B2B buyers take time. They involve several people, weigh up the risk and need to trust you before they commit. Good marketing respects that. It helps buyers understand the problem, see why you’re the right choice and feel confident saying yes
Sharing What I Know
I write and speak about B2B branding, buyer psychology, LinkedIn and how AI is changing the way buyers find businesses.
- Author of the Australian B2B Marketing Trends Report 2026-27
- Author of the upcoming book The Room You’re Never In: What Happens to Your Pitch After You Leave the Room
- Regular LinkedIn articles on B2B marketing, read by a community of more than 13,000 followers
Beyond the Business
Community has always been part of my work. I sit on the board of the Blind Sports Foundation as Marketing Advisor, helping blind and vision-impaired South Australians get the chance to play, compete and belong.
I’ve also volunteered my skills overseas, directing short films and running storytelling workshops for Union Aid Abroad APHEDA in Vietnam, and I serve on the management committee of the Brazilian Association of South Australia.
Direct, Practical and On Your Side
I value direct conversations, considered decisions and plans that can actually be delivered.
I won’t recommend more activity by default. I’ll tell you what makes sense for your business, what doesn’t, and how we’ll know it’s working.
Through Lustosa Marketing, I bring strategic direction together with a team that can deliver, drawing on the right skills for each engagement.
Her depth of knowledge and experience always helps to improve our effectiveness and bring clarity to any problematic areas.
Ken Long
Adelaide Sustainable Building Network
Let’s Talk About Your Business
If you want your marketing to be more strategic, more connected to sales and more useful to the business, I’d love to hear what you’re working on.