Dream Culture 2026
Shelly McElroy
Outstanding Leadership in Coaching
Table of contents
- Introduction of Shelly McElroy
- Endeavour case study, Sydney Australia - The million dollar unlock
- Momofuku reels - New York City November 2023 and Hollywood 2025
- RD Jones Adelaide, South Australia Case Study - three-year transformation training project and Leadership program
- 1:1 Coaching case study and Business outcomes including starting her own business- Rebecca Borg
- Executive women in Leadership Program 2025 with metrics and NPS feedback
- Videos - Executive women in Leadership Retreat, Bali Indonesia 2025, Byron Bay 2024.
- Addition to the Team - Introducing Julie Davaine
- Business financials and Growth since starting Dream Culture
- LVMH, Dior project on Coaching for high performance.
- Social Impact to the community and over $30,000 donations.
- Elephant in the room podcast featuring Coca cola, Tesla and MYOB.
- A variety of testimonials and feedback
- Images of panels, speaking gigs, awards and industry PR.
- Future focus - Being an Author in May 2026 - Release of Dream Culture book. 2 years in the making and finally at the finish line.
Introducing Shelly McElroy
Shelly McElroy
Founder and CEO of Dream Culture
“Shelly’s in-depth understanding of people means she can work in a wide range of industries with people from all backgrounds. She is particularly passionate about maximising individuals’ potential by improving their leadership capabilities and ultimately productively impacting your culture...”
CEO, Merivale - Justin Hemmes
Shelly McElroy is the visionary CEO and Founder of the International award winning Dream Culture. Shelly is dedicated to driving sustainable cultural change and transformational leadership programs and received a Global Stevie® Awards for Thought Leader of the year 2025 and Best Business Coach in 2024. With a background in hospitality and business leadership, Shelly has spent her career empowering teams and executives to create high-performance cultures that inspire growth, accountability, and long-term success.
Through Dream Culture, Shelly delivers strategic leadership programs across New South Wales, Victoria, Queensland, South Australia, Europe and New York City, working with top-tier businesses to elevate their leadership capability, team cohesion, and resilience. Her expertise lies in coaching leaders to think differently, fostering collaboration, and embedding cultural change that drives tangible business results.
A sought-after speaker and master facilitator, Shelly is recognized for her dynamic approach to leadership development, blending experiential learning, behavioral insights, and real-world strategies. Her impact has been instrumental in guiding executives, entrepreneurs, and frontline teams to unlock their potential and build future-focused workplaces
"You can have culture by design or culture by default." Creating Dream Culture to help teams and individuals own a space and a sense of belonging has direct results in how a team performs and the outcomes they produce. Shelly states "I look forward to sharing my theory and philosophy with you".
Endeavour ASX Listed
Group Coaching - The multi-million dollar unlock
Program Name: Endeavour ASX Listed (14 out of 24 months)
Case Study: The Transformational Power of Dream Culture at Endeavour
Background
When Jo Rose stepped into the role of Chief Marketing Officer at Endeavour, the marketing function was fragmented, siloed within individual brands, and lacked a unified voice at the executive table. There was no centralized customer strategy, and teams operated independently with minimal collaboration. The challenge was clear: bring cohesion, influence change, and elevate marketing as a strategic force in the business.
Challenges Faced
- A highly decentralized marketing structure with teams working in isolation.
- Lack of representation for marketing at the C-suite level.
- Difficulty aligning multiple brand and group leaders behind a shared vision.
- Low psychological safety and trust within the leadership team.
- Unclear purpose for the marketing leadership team and its value to the broader organization.
Dream Cultures Innovative Approach
Enter Dream Culture
A program designed to create alignment, drive engagement, and develop high-performance teams. Over the course of 24 months, Dream Culture worked alongside Endeavour’s marketing leadership to transform its ways of working. The focus was on fostering trust, enhancing communication, and building leadership capabilities that would embed a customer-first approach across the business.
Key Outcomes & Achievements – the million dollar mistake rectified.
· $ Millions in Commercial Impact - By shifting the focus from brand-first to customer-first, the team unlocked a significant commercial opportunity. The newly developed customer strategy provided a unified agenda, rallying the business behind initiatives that drove increased engagement, loyalty, and significant revenue growth.
· A Fully Integrated Marketing Function - The transition from isolated brand teams to a connected and collaborative leadership group created operational efficiencies and improved strategic execution. Marketing now has a seat at the executive table, influencing decisions at the highest level.
· Psychological Safety & High-Performance Leadership - What started as a leadership team with surface-level interactions and hesitancy to challenge one another evolved into a high-trust environment where open, constructive debate drives stronger outcomes. Leaders now engage in strategic conversations with confidence and alignment.
· A Sustainable Leadership Legacy - One of Jo’s greatest leadership achievements have been preparing the team for success beyond her tenure. By embedding leadership skills and decision-making frameworks, the team is now equipped to continue executing at an elevated level despite leadership transitions.
Breakthrough Moments That Shifted Culture
A pivotal moment came when a general manager openly admitted they didn’t understand the purpose of the leadership team. This honesty sparked a deeper conversation, giving space for others to express similar concerns. From that moment, the team collectively built clarity and purpose.
Leaders began shifting their perspectives, actively listening, and changing their decisions based on new insights, demonstrating growth and adaptability in real-time. The shift from politeness to productive challenge led to better strategic alignment and decision-making.
The Dream Culture Difference
Dream Culture is proud to have productively embedded a way of thinking and operating that changed the game for Endeavour’s marketing function. The transformation wasn’t just about improving communication; it was about reshaping leadership, creating commercial impact, and fostering a culture where teams thrive.
As Jo reflects on her journey, she leaves behind a legacy of courage, trust, and customer-first thinking. The marketing leadership team at Endeavour is now stronger, more strategic, and prepared for the future. As she says “All because they embraced the power of Dream Culture”.
Final Thoughts
Transformation doesn’t happen overnight, and it doesn’t happen in isolation. It takes commitment, courage, and the right cultural foundation. At Endeavour, Dream Culture provided the catalyst for lasting change, one that will continue to drive impact long after Jo’s departure.
The final graph illustrates the discovery work where we started and where Endeavour got to in 12 months. While there is still room for growth and potential, its outstanding to observe how the team have elevated and integrate our work to date.
Client Showcase
Leadership Group Coaching weeks in NYC and Hollywood, USA, with David Chang and his leadership teams.
Case study - Executive and Team coaching
RD Jones: Building Brilliant: Leaders/Senior Managers Program (2023 - Present)
In February 2023, Dream Culture began working with RD Jones to deliver the Executive leadership team a performance improvement program. The intent of the program is to have the 8 Executives.
- Reset a culture by design opposed to default. Toxic behaviours were the “norm” and having a substantial declining impact on morale, retention, financial, reputation and most importantly the wellbeing of all.
- Learn about adaptive leadership and apply the concepts to diagnose and mobilize others to make progress on complex challenges enabling a multi venue group operate as one business culture that people wanted to be a part of.
- Understand how to gauge psychological safety and move groups/teams into the zone of productive disequilibrium. Understand the connection between psych safety and high performing teams and the role we play collectively and individually.
- Further develop their leadership skills, capabilities and identity, and explore how to inspire others and help them grow.
- Continue to build deep professional relationships and understand the impact this has on our culture when trust has dissolved/we choose to avoid difficult conversations.
- Complete a 180° feedback survey and learn from the “voice of team” and participate in 1:1 coaching session to further embed learning and focus on team challenges and opportunities.
The client is aiming to develop these leaders to be more comfortable not always having the answers, to understand how to develop psychological safe spaces for their team and how to better understand/read the team and system(s) they are a part of.
The Leadership program has elevated from its initial succession currently being delivered to 45 leaders across South Australia, who are responsible for 400 staff. There are three cohorts: Executives, Senior managers and Emerging leaders. The twenty plus day of program immersion is supported by one-on-one coaching virtually and in person. All leaders experience 360° feedback over their journey and develop an individual leadership purpose as well as enhancing our team’s purpose. The teamwork during these sessions is directly linked to business results that have impacted profits substantially to enable growth. Check out our innovative "Amazing Race" video.
“Our team has never been more engaged and happier to come to work. We have created a culture so strong over the years that it now doesn’t matter what the role is, you will be called out by anyone in our team if unacceptable behaviour takes place. Our team have worked so hard to get this to where it is today, they will also fight to keep it. We’re so proud of our national accolades, retention scores, coaching outcomes, phycological safety at work and finally being seen as an employer of choice.
Dream Culture is an ongoing line in our P&L as we will never not work on Culture or leadership capabilities again.” Danielle Donaldson, CEO, RD Jones.
At RD Jones, culture is not just a priority, it is the foundation of their success. In 2024/2025, we are launching a transformative initiative: the Trademark Rollout. This ambitious program will reach all 400 team members, training them on behaviorally what success looks like in each of their roles and responsibilities. This will be delivered in tailored sessions of 15-20 participants over five months.
The impact of this initiative will be profound. For the first time, performance metrics will be directly linked to how individuals embody our purpose: "To create an unforgettable experience". Employees will be evaluated not only on results but on how they bring to life their core values of Fun, Accountability, Innovation, and Resilience.
This rollout represents a cultural shift, embedding Dream Cultures work beyond our program into daily operations, strengthening engagement, and ensuring that every team member contributes to an exceptional experience for both team and guests.
Case study - Rebecca Borg
Coaching client for high performance
(July 2024 to Today)
For 8 years our coaching client wanted to start her own business but didn't have the confidence to do so. Within one year of coaching, check out Rebeccas incredible results and the ripple effect she is creating in her community with confidence. We are so proud of her and the women she is helping.
Overview
Coaching with Dream Culture changed my life... and it might just change yours too I've tried it all - self medicating, prescription medications, counselling, CBT, hospitalisation, even ECT. Each one served a purpose. Each one helped me survive in its own way. But they were band-aids. They helped me cope. But they didn't help me transform. The real change began when I found coaching. It gave me tools. It gave me space. It gave me, me back. Through the darkest seasons - divorce, betrayal, bankruptcy, toxic relationships, domestic violence, coercive control, postnatal depression, chronic anxiety - I was searching for something deeper than just survival. I wanted healing. I wanted freedom. I wanted me. Coaching gave me that. Not just recovery but reclamation. Not just coping but confidence. Not just existing but rising. I reconnected with my sense of self .I redefined what I wanted in life. I rebuilt from the inside out. And now I help other women do the same. You are not broken you are becoming. And your breakpoint might just be the beginning of your breakthrough.
That's exactly why I created my 6-week coaching experience:
Break Point to Break Through - a space for women ready to turn pain into purpose, reclaim their voice, and create a life filled with confidence, clarity, and connection. This isn't therapy. It's a reclamation. And I'll be with you, every step.
Executive Women in Leadership Program and Retreat 2025
We delivered an amazing program and here are the results from Dream Cultures Sydney delivery as part of this bigger impact for women in leadership.
Women in Leadership Executive Group Coaching Retreat in Bali 2025 and Byron Bay 2024
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Overview on Culture and how to Embed it
Addition to our team in 2024
Introducing Julie Davaine
Consultant | Culture & Leadership
Julie Davaine hails from the landscapes of France. With over two decades of experience in hospitality, Julie dedicated 14 years to senior leadership roles with Merivale, one of Australia's most prestigious hospitality groups before focusing on coaching teams and individuals with Dream Culture.
Julie's career is adorned with numerous accolades that testify to her commitment and expertise. She has been named Restaurant Manager of the Year, Employee of the Year at Merivale, among other distinguished awards honors such as Hostplus Scholarship winner Australia in 2019.
Beyond her professional achievements, Julie is deeply passionate about fostering growth and development within teams, nurturing a growth mindset, helping individuals and groups achieve remarkable personal and professional success.
Balancing her thriving career, Julie cherishes her beautiful family, including her two little girls.
Business financials
In terms of Dream Cultures revenue here is a sample base line of what was the initial hopes of the business.
Considering the local challenges here in Australian climate, the cost of living crisis, inflation prices and mortgage prices shooting through the roof which has placed alot of economic strain on everyone and on business. In the first three years, Dream Culture has experienced remarkable scaling. The company's revenue has facilitated the hiring of Julie Davaine, further enhanced the quality of delivery and expanding its services. Together, the team continues to innovate, striving for the best outcomes for clients, the business, and life beyond work.
Case study - LVMH
Program Name: Leading Teams, Leading others, Leading Self
(June 2023 to Today)
Overview |
LVMH engaged Dream Culture to design and deliver a Coaching for High Performance Program for senior leaders across the agency. The program has so far delivered 16 workshops to senior leaders and retail equivalents around Australia and New Zealand, covering each of the major operational functions of the department. The objectives of the program were to:
Four more workshops remain to be delivered under the program pending the return of key personnel from extended leave. |
Outcomes to date (from halfway data analysis) |
· Coaching skills have improved and its part of how the business operates.
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Social Impact
the past 12 months, Dream Culture has donated over $30,000 to support local and national causes they care about to make a difference.
Dream Culture integrates CSR (Corporate Social Responsibilities) into its coaching methodologies, promoting both personal growth and professional excellence. Collaborating with the Bambuddha Group, Dream Culture implements ESG (Environment, Social, and Governance) strategies to reduce inequalities in leadership. The “Buy One, Give One” initiative exemplifies this, offering leadership training seats to those less fortunate, thus fostering inclusion and bridging leadership inequality. This innovative model not only impacts individuals but also enhances workplace cultures and contributes positively to the community.
Dream Culture has volunteered it's time and resources for R U OK day at the local community school where a session was facilitated to support wellbeing and the courageous steps to ask, "Are you ok?" for someone who may need it.
Shelly McElroy is a board member of the women of Waverly council which has local, federal and national government representatives, who proactively tackle local issues like domestic violence, education, safety and inclusion in the community.
Underrepresented groups within the hospitality industry are seen, creating more accessible jobs for the community.
Collaborating with Bambuddha to implement sustainable practices has reduced the company's carbon footprint and promoted environmental responsibility, earning community recognition. Community initiatives, such as Executive Women in Leadership and International women's day support have contributed to social well-being.
Finally, the company's focus on creating accessible jobs for underrepresented groups within the hospitality industry underscores its dedication to diversity and inclusion.
Dream Cultures Podcast Highlights
Dream Culture Created “The elephant in the room Podcast” to help leaders learn from global leadership and elevate their thinking;
Join Dream Culture as we sit down with Jude Batrac, the Diversity, Equity & Inclusion Director at The Coca-Cola Company, to unpack how to drive meaningful inclusion in the workplace. An insights-packed discussion that focuses on practical actions for people leaders and organizations to implement. Jude dives deep into the importance of not just having a diverse team but ensuring that diversity is both in PLACE and in PLAY to truly unlock its benefits.
Drawing on her experiences from delivering the FIFA Women's World Cup™ Global DEI Summit and rolling out an APAC Psychological Safety Pilot; you will walk away with fresh and unique ideas to foster inclusion and equity in your organization. Don’t miss this amazing opportunity to learn and challenge your thinking!
Apple: https://podcasts.apple.com/au/podcast/jude-batrac-head-of-dei-coca-cola/id1780899264?i=1000679429004
Spotify: https://open.spotify.com/episode/0GgLx6ATSg3VazHTwOHh0T?si=e1930f299d734bec
Steve Vamos is a global executive and former CEO with over 40 years of experience in information technology and digital media in Australia, New Zealand, the USA and Asia. He has been on the frontline of every significant technology shift and economic shock since the 1980s with companies such as IBM, Apple, Microsoft, nine msn and Xero. Steve’s enduring focus in all his leadership roles has been to build great teams and a business culture that supports growth and high performance. For those fortunate enough to have worked with him, Steve is widely known as the boss who motivated them to be the best they could be, and who led their organizations through times of change with clarity, intelligence and empathy.
Spotify: https://open.spotify.com/episode/3GgVR6PsZ8tXmhDk9NdwiA?si=01ed8f3c21de4dfc
Testimonials
Launching in 2026
Culture is the behaviour you accept. It is the invisible current that shapes how people show up, work together and either thrive, survive or quietly disengage. It’s the stories employees whisper after meetings, the energy in the room when a leader enters, the unwritten rules everyone seems to know but no one ever says out loud. For too long, culture has been treated as something optional, a side project for the HR department rather than the beating heart of an organisation. What if we put as much time and attention on culture, as we do on our numbers in business?
Shelly McElroy knows this truth in her bones. She didn’t set out to become a culture strategist. Her path began in the fast paced, high pressure world of hospitality, where long hours, shifting priorities and razor thin margins can transform people into numbers and teams into burnout. Over the years, she advanced from frontline roles to leadership and training positions, working with large complex teams and experiencing the direct impact of leadership, both good and bad on morale and results.
It was the impact from one leader, a toxic, fear driven manager, who became the unlikely catalyst for Shelly’s life’s work. Under this leader, she saw bright, capable people shrink, disengage and leave. She witnessed how fear stifled innovation and how unchecked behaviour created a ripple of dysfunction across an entire business. The experience was painful, but it lit a fire. Shelly vowed that if she ever had the power to change culture, she would. That commitment became Dream Culture, a leadership consultancy designed to help organizations move from a culture by default to creating a culture by design.
Shelly took her frontline scars, her leadership wins and her deep study of communication and behaviour and built a framework to guide leaders who want to create workplaces where people feel seen, safe and inspired to contribute. This book is for leaders; however, anyone who contributes to culture would gain value and tools for self coaching.
Thank you for considering us as a finalist in 2026.
