Amy Farr-Jones (Fr 2012) has built a career shaped by creativity, resilience, and purpose. With many years of experience driving growth across both corporate and startup environments, she has embraced challenges as opportunities, fuelling her journey through global cities and diverse industries. Today, she is Vice President of Growth at WayUp. Raised in a family and community where independence, generosity, and service leadership were core values, Amy carried these qualities into her years at College and beyond. Now, while excelling in her professional role and balancing family life, she continues to approach each new chapter with curiosity, generosity, and a determination to make an impact.
Please tell us a bit about yourself – where are you originally from and how did you come to be a resident at St Andrew’s College?
I grew up in Sydney with St Andrew’s woven into my family history. My dad, Nick, lived at Drew’s, and so did my older sister, Jess. Dad met my mum during O Week – she was a Women’s girl – and I loved hearing their stories about College life. For me, Drew’s was always more than just a place to live. It felt like an incredible opportunity to continue the family tradition while carving out my own experience. I wanted the challenge of independence but also the richness of community. Drew’s gave me both. The friendships I made and the environment I was part of still play a big role in who I am today.
Can you share a bit about your background – where you’re from and where you grew up?
I grew up in Sydney in a close-knit, values-driven family. My mum, Angela, has always been a force for good in the world and shaped my understanding of faith, resilience and service. My dad, Nick, showed me what sacrificial love looks like in action. Each year we joined him at Wesley Mission’s Christmas services for the homeless, and it was common in our house to share meals with people who had nowhere else to go, sometimes even welcoming them to live with us for a time. That spirit of generosity left a deep mark on me and continues to influence how I live today.
I am one of four siblings who all attended Drew’s. My older sister, Jess, has always inspired me, and my two younger brothers kept life loud, competitive and never boring.
After school I thought I wanted to become a TV reporter, which led me to study Media, Communications at the University of Sydney. That dream ended quickly after an Introduction to Media Production where I had to watch back my own recordings and quickly realised I could not stand the sound of my own voice. What I did discover was a love of storytelling and strategy, which set me on the path to a career in marketing.
Sydney will always feel like home, but I have had seasons in New York and Kenya that also shaped me in powerful ways. My upbringing, marked by a strong Christian foundation, still influences how I lead, work and live today.
During your time at College, you were part of the Rosebowl Tennis team. How did this experience shape your college life? What role did intercollegiate sports play in your overall experience at Drew’s?
Being part of the Rosebowl Tennis team was one of the most fun and defining parts of my time at Drew’s. I’d played tennis competitively at school, but playing for College felt different. Training and competing alongside women who backed each other wholeheartedly created a bond that went well beyond the court. Intercol sport at Drew’s taught me how powerful it feels when a team rallies around you, a lesson that’s carried into my career and the way I lead teams today.
Reflecting on your time at St Andrew’s, how did it influence your personal and professional journey after College?
So many of the lessons I still carry today about leadership, resilience and community began at Drew’s. I learned what it feels like to stumble, to get it wrong, and to pick myself back up again, usually with a friend supporting from the sidelines. More than anything, Drew’s taught me that life is richer when lived in community and that leadership is less about status and more about service.
What sparked your interest in a career in marketing? What aspects of the industry do you find most compelling?
Marketing has always fascinated me because it blends creativity, psychology and data. From early on I was curious about why people act the way they do and how ideas spread.
In growth roles, I became especially interested in the ELMR framework – emotion, logic, motivation and rewards – and how those drivers spark conversion. The most compelling part for me is when those elements feed into growth loops and network effects, where every action creates more momentum and value builds on itself.
What keeps me hooked is that marketing never stays still. It evolves constantly, and with every shift comes the chance to learn, adapt and try new things.
Your career trajectory includes roles such as Partner at Ikaros and Growth Marketing Director at PINCHme.com. How did these positions contribute to your professional development and prepare you for your current role?
PINCHme in New York was a whirlwind. It was a startup gearing up for an IPO, and like most early-stage companies, it came with plenty of challenges and failures. I wore every hat imaginable – from running paid campaigns to pitching influencer partnerships – I did whatever it took to make it work. Some big bets paid off, others didn’t, but I learned quickly how to adapt, move on from setbacks, and keep pushing forward.
ikaros brought a different kind of challenge. Consulting gave me the opportunity to work across industries, which deepened my understanding of different growth models. But building the business itself wasn’t simple. Scaling beyond a partner-led model, managing people, and getting hiring right were all struggles at times. Those experiences forced me to grow as a leader and think more about sustainability than short-term wins.
Both roles reminded me that growth is never linear. It’s about testing, failing, learning, and then doing it all again – ideally with a bit more wisdom the next time.
As VP of Growth at WayUp, you lead a pivotal division. What aspects of this role do you find most engaging, and how would you describe your responsibilities to someone unfamiliar with the field?
At WayUp, I lead the candidate growth team, which is focused on helping students and recent graduates find jobs that match their skills and ambitions. Because we operate as a marketplace, my role is about balancing supply and demand – making sure the right candidates discover the opportunities our clients need to fill. That involves everything from channel strategy and paid marketing to partnerships, onboarding, and product improvements.
I report into the Chief Operating Officer of our parent company, Yello, and am currently responsible for all decisions WayUp. One of the most important parts is making sure we deliver real value to our clients. It’s not just about bringing in candidates, but making sure those candidates are qualified, motivated and likely to succeed in the roles.
From day one, I’ve been drawn to the mission and feel grateful that my work helps connect students and graduates with opportunities that can shape their futures. Day to day, I spend a lot of time motivating my team and driving collaboration across product, marketing, engineering and client success. What I love most is seeing candidates take their first steps into meaningful careers knowing we’ve played a small part in that. The work is fast moving, but deeply rewarding.
What advice would you offer to current students interested in pursuing a career in marketing or growth?
Be curious and proactive. The best growth people I know do not just follow instructions, they try things first, ask questions later, and learn by doing. You do not need to wait for a role to get started. Build something small on the side, whether it is a newsletter, an e-commerce project or a community initiative. Test how to get attention, see what sticks, and measure the results.
Read widely in psychology, product, design and economics because growth sits at the intersection of many fields. Find mentors who will challenge you, and do not be afraid to fail publicly. Most importantly, remember that growth is not just a department, it is a mindset. Showing that you can connect dots, move fast and think critically will set you apart.
Your mother, Angela, founded Stand Tall to address youth mental health. What has it meant to be involved, and how has it shaped you personally and professionally?
My mum, Angela, was always present and active throughout my childhood. She poured herself into our family and was there for everything for us kids, and later she channelled that same commitment into creating Stand Tall. Growing up, my sister and I went to more funerals than any young person should, and it opened our eyes to the devastating impact of suicide. Mum saw that pain too and decided to do something about it.
Youth mental health is one of the biggest challenges of our time. I don’t think anyone in our family imagined that Stand Tall would grow into the largest youth event in Australia, and I am so proud of my mum’s vision, dedication and courage to keep showing up even when things were hard. Her heart for people is contagious, and working alongside her has been deeply humbling.
I began helping with marketing in 2020 when I moved back to Sydney from New York, and now serve as Chair of their Youth Advisory Board. The experience reminds me that while business often celebrates performance and metrics, what truly matters is people. Great leadership is service, and Stand Tall has taught me that over and over again. Now, as a mum myself, I feel even more strongly about shaping a world where the next generation feels seen, supported and full of hope.
What communities are you part of, and what does community engagement mean to you? What advice would you give to someone wanting to make a positive impact?
For me, community is about showing up. I am very involved with my church community, Abide in Rosebery, I’m part of a mothers group, and I connect regularly with a community of people working in Growth in Sydney on Slack. Through Startmate and Airtree I mentor and stay engaged in the startup world. None of it is flashy, but each space gives me a chance to participate, support others, and learn in return.
Community engagement, to me, is about presence more than programs. It is about being close enough to see the needs around you and being willing to respond with whatever you can offer. My advice would be to start small and be consistent. You do not need a big platform or perfect timing. Just keep showing up, and over time the ripple effects will be bigger than you think.
Outside of your professional commitments, what activities help you unwind and maintain a healthy work-life balance?
Spending time with my husband and our son, Ted, is my anchor. Whenever I get the chance, I love taking our golden retriever, Margot, out for a walk. She thinks she owns the neighbourhood and usually drags us into conversations with half the street. I know it might sound simple, but reading my Bible and having quiet time in God’s presence is something I treasure. It keeps me centred and hopeful.
I also enjoy Pilates, coffee catch ups with close friends, and the ritual of a glass of red wine at the end of the week. On weekends, nothing beats a beach afternoon with my family – sun, sand and saltwater have a way of restoring the soul.
Looking ahead, what are your goals for the upcoming year? Are there any new projects or aspirations you’re excited about?
At WayUp, I am excited to keep building on the momentum we already have. Growth work can easily become reactive, so I want to create more space for the kind of projects that actually shift outcomes and deliver real value to our clients. It is not glamorous work but when it clicks you can feel the difference straight away.
Outside of work, life is just as full. My husband Alastair and I are starting to try for baby number two, which feels slightly surreal because I feel like I only just came out the other side of pregnancy and newborn life. At the same time, I am teaming up with my brother, Ben on a new baby/business idea that we are both really excited about. We are building a product that solves a genuine problem, and while I am not going to share all the details yet, you can keep an eye on kiiyo.com.au as it starts to take shape. Starting something with family brings its own kind of energy. I am enjoying the process of learning and experimenting together and having an excuse to just hang out – he really is the best!
Beyond projects and milestones, my biggest focus is on presence. I want to be a good mum to Ted, a supportive partner to Alastair, and the kind of person who notices when someone needs a hand and actually shows up for them. The older I get, the more I realise that the small acts of kindness and consistency matter more than the big achievements and accolades.
Is there anything else you’d like to share that hasn’t been covered in our conversation?
Only that I’m still learning – always. I don’t have it all figured out, but I believe in showing up, staying open, and being faithful with what’s in front of me. I care deeply about helping people grow, whether that’s through my work, mentoring, or just being a friend. And I’m passionate about integrating faith and ambition – not as competing forces, but as two parts of a purposeful life.