Enabling sustainable growth

Strategic expertise for sustainable growth

Amino is a Perth-based strategic consultancy that helps organisations grow with clarity, purpose and confidence. We combine data-led insight with a human-centred approach to strategy - balancing commercial rigour with creativity and empathy. We don’t just deliver plans - we enable teams, align stakeholders and help businesses build the capability to grow sustainably over time. Just like amino acids enable growth and repair in the human body, we do the same for brands and businesses.
Our services
  • Strategic planning
  • Stakeholder consultation
  • Workshop design and facilitation
  • Strategic marketing plans
  • Value Proposition Development
  • Market & customer research
  • Market segmentation
  • Media & campaign planning
  • Customer journey mapping
  • Customer experience strategy
  • MarTech planning and implementation

Amino Growth Enablers

  • Strategic Clarity - Clear direction, shared purpose, and actionable priorities. This is the anchor for effective strategy, marketing and organisational alignment.
  • Meaningful Insight - Evidence-based understanding of your market, customers and stakeholders. Insight that informs action, not just data or observation.
  • Human-Centred Approach - Distilling the perspectives and needs of stakeholders and customers through collaborative engagement and design practices.
  • Clever Tech - Selecting and applying the right tools, platforms, and automation based on your unique context, capability, and strategic needs.
James Leonhardt Founder and Lead Consultant

A familiar and trusted partner

James is the Founder and Lead Consultant at Amino, bringing over 20 years of experience working with some of WA’s most well-known brands, including Bankwest, HBF Health, UWA, Alinta Energy, Netball WA and ABN Group. He leads all projects at Amino, collaborating with a trusted network of specialists to ensure each project receives the right expertise. With a background as a Strategy Director, James blends agency and client-side experience to deliver practical, impactful strategies. A familiar face in the WA marketing industry, James is well-known and respected across a vast professional network. His connections and reputation in the industry allow him to bring the right skill-sets and trusted partnerships to every project. James is passionate about leveraging market insight and strategic planning to create real, measurable outcomes that help businesses grow and succeed.

What they say

We engaged James to lead the development of our 3‑year strategic plan. He brought an engaging, insightful and highly strategic approach to what was a complex and evolving brief. James’ ability to engage stakeholders through contemporary methods, distil diverse inputs, and frame clear strategic opportunities gave us real clarity and direction. Key deliverables were delivered to an exceptional standard!
Mellisa Teede Former CEO (2019-2024) South West Development Commission
"Donec James is a trusted and highly valued extension of our team. As a preferred strategy partner, he brings flexibility, expertise and clear thinking across a broad spectrum - from brand strategy and comms planning to research, insight and CX. He’s collaborative, insightful and always focused on delivering quality outcomes for clients.
Adam Marshall CEO, Marketforce Group

Who we work with

Executive leadership teams
Looking to develop a complete strategic marketing or business plan, including stakeholder engagement, internal consultation and facilitation across key workshops.
Developing marketing teams
Often with lean or junior teams in place, these clients engage us on retainer to bring experience, strategic depth and mentoring into the marketing function.
Media & creative agencies
Agencies bring us in when they need additional insight and strategy expertise to strengthen proposals, guide key projects, or support client delivery
Professionals with a tight brief
These are experienced professionals with a clearly defined project. They know what they need and are simply looking for the right expertise and working style to get it done well.
Teams navigating new tech
These clients want to keep pace with evolving technology—whether it’s AI, marketing automation, customer insight platforms or smarter ways to work. They’re looking for guidance on where to start, what’s worth investing in, and how to align new tools with their strategy and team capability.
Leaders who value insight
These clients already collect plenty of data but need help making sense of it—turning insights into clear strategic direction. They value support in bridging the gap between information and action, often through customer journey mapping, segmentation, or internal workshops

Let's talk

Got a challenge to solve? Need a fresh perspective? We’d love to chat over coffee.
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