Lenda established the SEC Newgate Perth office in 2017 and has worked for clients across energy, resources, waste, health, property, government, not-for-profit and defence sectors.
She has experience with developing and implementing business and communications strategies, internal communications, media engagement, crisis communications, social media communications, stakeholder, and community engagement. Lenda has worked at senior levels of government and politics for over a decade in WA and around the country.
Between 2012 and 2017, Lenda held the role of Assistant State Campaign Director of the WA Labor Party and was responsible for state-wide and local campaigns, grassroots organising and training.
From August 2018 to December 2019, Lenda worked on behalf of Dying with Dignity WA to foster political and community support for assisted dying legislation, and ultimately historic legislative change in WA.
Lenda has a deep understanding of public process and has worked across the political spectrum to negotiate and build support for projects and policies.
Lenda is also a graduate of the Australian Institute of Company Directors, a Board member of Auspire – The Australia Day Council (WA) and the Museum of Australian Democracy at Old Parliament House.