Pam Hendry is an Australian creative strategist, storyteller and founder of Sponcon. Based in New York, her unconventional career journey has been shaped by curiosity, resilience and a willingness to embrace opportunity - from studying Property Economics in Queensland and competing for Australia in Surf and Royal Lifesaving, to working across New York, Shanghai and the luxury world of Hermès.

Pam’s transition into the creative space began in 2023, when she joined her sister, artist Cj Hendry, and discovered a passion for content, storytelling and creative strategy. Working alongside Cj offered an invaluable insight into the world of digital creativity, collaboration and audience-building, ultimately inspiring Pam to establish Sponcon.

Today, Pam works independently with brands and businesses, bringing together strategic thinking, with a deep understanding of digital audiences. Her diverse experience and appreciation for aesthetics have shaped a creative perspective that is both considered and refreshingly grounded.

Pam Hendry

Founder: Sponcon.
Current Location: Brooklyn, New York

You have a wonderful profile on social media and a strong presence in the digital creative space. When did you fully evolve into this area and start your own business?

I entered the social media and creative space when I began working with Cj in 2023. I had no formal experience in social media or content creative before that, so I wasn't entirely sure where it would lead. I'm incredibly grateful for the opportunity Cj gave me, as it allowed me to discover a field I genuinely love. Working alongside her shaped a huge part of my skillset, and if she hadn't taken that initial chance on me, I certainly wouldn't be in the position I am today.

While working full time with Cj, I gradually began to help a few clients on the side. Through that, I started to see a much broader opportunity for freelance creative strategists and content creation - particularly for businesses and brands that wanted a more integrated approach to storytelling and social media.

That led me to start Sponcon. at the beginning of 2025. Today, I still work with Cj on select projects, while splitting my time between her projects and working independently with other businesses and brands. It's been an unexpected career evolution, but I've really enjoyed building something of my own and discovering how much I enjoy the strategic side of creativity.

Are there any key projects or clients you have worked with recently?

Some of the projects I have been fortunate enough to work on include a trip to Korea with Sulwhasoo to create content around a new product launch; a campaign for Walmart; and a number of Cj's large-scale exhibitions and activations.

Some of the most memorable Cj projects have included a public pool exhibition in the middle of the Las Vegas desert and the first Flower Market in New York, created in collaboration with Clé de Peau Beauté.

Evolution of Sponcon.

Inspiration

What key personal attributes have assisted your career success and fulfillment?

The biggest thing is probably being open to opportunities, while also staying curious and being willing to back myself. I've never had a completely defined career path, so I've always tried to stay open to where opportunities might lead.

I'm naturally curious and like learning by doing, which has allowed me to move into areas where I didn't necessarily have a traditional background. I've learned that not having years of experience in something doesn't mean you're any less capable of doing it well.

Starting Sponcon. is a good example of this. I didn't come from a social media background or know exactly how it would unfold, but I saw an opportunity and decided to go for it.

What are some ways you seek inspiration?

Meeting new people and visiting new places are probably my biggest sources of inspiration. Hearing people's stories allows me to appreciate different perspectives and understand how differently people experience the world. I think this is particularly valuable when creating content, as understanding different perspectives helps you connect with and speak to different demographics and audiences.

I'm naturally drawn to details, people's thoughts, culture, stereotypes and the little luxuries in life, so I try to keep and open eye and ear wherever I am. I think there's inspiration to be found almost everywhere if you are paying attention.

Building Your Career

What were some key early career experiences before moving to New York?

Following university, I spent a year in New York in 2017, where one of the highlights was working as Erin Deering's Executive Assistant. Erin was the CEO and co-founder of Triangl Swimwear at the time, so I had the opportunity to work between Monaco and New York, and experience a very different kind of working environment.

Following that, I took on a marketing role with a luxury lifestyle start-up in Shanghai, which gave me exposure to another international market and a completely different side of the luxury industry.

My last role before moving to New York was with Hermès, where I worked as a Sales Associate across Brisbane and Sydney stores for three years. It was one of my favourite jobs. The level of craftsmanship, attention to detail and approach to client relationships really stayed with me, and I think those experiences have continued to influence the way I think about luxury, brands and the customer experience today.

On moving to New York, you established a integrative and collaborative role in the work you have done alongside your sister, Cj Hendry. Can you share some insights into this experience?

I worked full time with Cj for a year and a half, which honestly felt like four years of experience crammed into that time. The pace at which she operates, the scale of what she creates and the risks she is willing to take are a real testament to what she has achieved. It was unlike any working experience I had had before.

In my full time role, I was responsible for creating content across Cj's Instagram, TikTok and YouTube platforms. With such a small team, everyone needs to be incredibly flexible and willing to get involved across the board. So while content was my primary focus, I was also involved in partnerships, helping with exhibition builds, contributing to product and show ideas, and generally getting stuck into whatever needed to be done.

There is certainly an ease that comes with creating content for someone you know so well. I think that familiarity allows the authenticity, humour and personality to come through naturally. It also meant we didn't need to over-explain things to each other. Cj gave me a huge amount of trust to run with ideas and concepts without needing constant approval, which was incredibly valuable in allowing me to develop my own creative instincts and confidence.

Over that 18 month period, I helped grow Cj's Instagram following from around 641,000 to 845,000 followers. More importantly, the experience taught me an enormous amount about creation direction, storytelling, social media and what it takes to build an audience around a creative practice.

Origin Story

What was your first pathway when you finished school?

I studied Property Economics at QUT (Queensland University of Technology). Although I didn't end up working in the industry for very long afterwards, I really enjoyed the degree and found it gave me a great foundation.

Early in my career, I mostly took on roles that felt interesting or presented a good opportunity, as I was still figuring out exactly what I wanted to do. At the time, I was also juggling competing in lifesaving, so committing to a traditional full-time role was somewhat difficult with my training and travel schedule. I competed for Australia in both Surf and Royal Lifesaving for twelve years, up until 2019, so that was a huge part of my life and naturally influenced some of the career decisions I made along the way.

Was creativity part of your family dynamic?

I decided to study Property Economics because my parents had some investment properties and growing up around that sparked my own interest in understanding property and how it worked.

Creatively, my mum Judy (Judo) has always been broadly creative, but pursuing a creative career wasn't really encouraged in our family. I think that was largely because creative industries didn't necessarily seem like a stable or clearly defined career path, so there weren't obvious avenues for my parents to encourage us to pursue.

Over the years, my sister Cj has undoubtedly been the biggest creative influence on me. She forged an art career through social media before many people were doing it, beginning to share her work on Instagram when the platform was still in it's early days. I was able to witness the power of social media first hand through what she was building, and I think that had a huge influence on the way I came to see creativity, art and digital platforms.

I always laugh because Cj says she isn't creative, but she really is. I think she just sees 'creativity' differently to how I do. For me, creativity isn't necessarily limited to making art - it's the ability to think differently, curate, storytell and see possibilities that other people might not.

Where in Australia did you call home?

Sydney, New South Wales.

When did you re-locate to New York?

2023 to work with Cj Hendry, who offered me a role as Social Media Director.

Her Edit

The first art related item you ever purchased?

My first big art purchase was a Jake Snowden painting that I bought for

my New York apartment. I look at it everyday, and it always makes me smile. That's what I love about art - it can completely change how you feel and how a space feels.

What is an aspirational travel destination?

My next aspirational trip would be to Shebara Resort in Saudi Arabia. It looks out of this world and dreamy, a kind of place that feels almost surreal.

Favourite creative icon, living or legend?

Kelly Wearstler.

I love her boldness and the way she curates a space - her use of colour, texture and unexpected combinations are incredible. Her style is probably a little busier than my own, but I love that she has such a distinct creative point of view and can make you feel a certain way through a space. I was lucky enough to stay at the Santa Monica Proper, which she designed, and experiencing it in the flesh completely cemented my appreciation for her work.

If you style was a celebrity, who would it be?

Morgan Stewart.

I'm not sure I quite hit her level, but I just love her vibe - effortless, polished, a little playful, but always put together without feeling too serious.

Quote

'For me, creativity isn't necessarily limited to making art - it's the ability to think differently, curate, story-tell and see possibilities others might not' - Pam Hendry