About
Alina Caballero, Founder
I've spent more than two decades in senior marketing and communication roles across the public and private sectors. I know what effective communication looks like under pressure, at scale, and for different audiences.
Australia is one of the most multicultural countries in the world. Cultural backgrounds matter. They shape how people assess information, how much they trust a message, and whether they act on it.
I’ve founded AC Communication to help organisations communicate with clarity, credibility and cultural fluency.
As your communication partner, I bring my marketing and communication experience, aided by AI-driven efficiency, to support your communications challenges – strategic communications planning, internal, executive and change communication, campaign design and leadership, team and day-to-day execution support.
Hi, I'm Alina.
I moved to Australia in my mid-twenties. Like many people who arrive in a new country, I had to learn to navigate new systems and structures. It happened progressively, grounded in the values and principles I grew up with, shaped by where I was going. That lived experience moulded how I think, how I listen, and how I work.
Organisations are increasingly aware that their customers, employees and communities are more diverse than their communication strategies reflect. With 51.5% of Australians first or second-generation migrants and more than 5.5 million people speaking a language other than English at home, that awareness is growing, and so is the need to act on it. That's the work I've been doing for two decades.
At CommBank, I redesigned the new-to-country account opening process into a digital, multilingual system across five languages. Customer acquisition rose 21%. Cost per acquisition dropped 41%. Executive investment in multicultural marketing increased 400%. The difference was knowing what was important for the people we were talking to.
Across my career in NSW Government, I've built communications functions from scratch, realigned teams through change and transformation, and coordinated narratives and crisis messaging under pressure, at pace, with no room for ambiguity. I've advised senior leaders, making sure employees understood what was happening, why, and what it meant for them.
A Prosci Certified Change Practitioner, I bring cultural intelligence into change programs - not as a tick-box exercise, but as a practical way to reduce friction and build trust.
I'm fluent in Romanian, English, French, Spanish, and a sprinkle of Italian.
Find out how we can help.
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