Crafting proposals with patience, precision, and passion
How Caroline Lewis is redefining versatility in proposal consulting
With a career that spans international education, multilingual adventures, and now working as a proposal consultant in thriving bid practice, Caroline’s journey into the proposal world is anything but ordinary.
It was a career she stumbled into, one that quickly revealed itself as a natural fit. “I realised I really enjoyed the writing, the pressure, and the diversity of working with different companies,” she reflects.
That first role opened the door to a profession she had never even heard of. But one that fit her perfectly.
A consultant with a curiosity for all industries
Caroline finds joy in the variety that bids bring. Her days are filled with learning about new industries, supporting SMEs and large organisations alike, and helping them tell their story in compelling ways.
“We are invited into companies to write their proposals, which is a privilege,” she says. “You are constantly learning. Every client, every bid, every challenge is different.”
Her role varies – sometimes facilitating win strategy sessions, and other times managing entire bids. Regardless of the brief, Caroline stays focused on one thing: crafting responses that resonate.
Patience, persistence, and the power of storytelling
Success in proposal writing requires what Caroline calls “patience with persistence.” Tight deadlines, elusive inputs, and constant revisions are part of the job. “You can’t just wait around, you have to keep moving,” she says.
That proactive approach has helped her translate even the most technical jargon into accessible, persuasive content, a challenge she encounters frequently.
“The biggest hurdle is turning subject matter expertise into a story someone outside the field can understand and be compelled by,” she explains. It is a skillset that blends empathy, communication, and strategy, one that she has mastered.
Using technology to enhance the way proposals are written
Caroline is also tuned in to how technology is reshaping the industry. The consultancy she is working for is investing in its own AI platform, but she is clear about its purpose.
“For us, AI isn’t about copying and pasting old answers and waiting for AI to spit out a result”, she says. “It is about centralising content so we can assess what is useful, what is applicable and tailor it from there.”
She is quick to note that technology can’t replace human insight. “You can’t automate relationships. AI can assist, but we bring the strategy and the voice.”
The APMP ANZ Chapter: From new member to webinar lead
Caroline joined APMP just a year ago, after attending her first conference in Brisbane and immediately feeling at home.
“I was surrounded by people who understood the world of bids and tenders,” she recalls. “I knew I wanted to get more involved.”
She reached out to join the committee and quickly took on the role of Webinar Lead.
What started as a plan for quarterly webinars has quickly gained momentum. “Now we are running webinars almost monthly,” she says. “They are available on the APMP website and APMP Global TV, which is great for our members and the wider profession.”
Looking ahead: Community, compliance, and the bid mindset
When she looks to the future, Caroline sees sustainability, compliance, and accountability becoming central to proposals. These aspects can no longer just be words on paper and need to be actions in practice.
She also sees community as vital to progress. “APMP is full of proactive people who want to elevate our profession,” she says. “I love being part of something that’s growing and creating space for more voices.”
A global perspective with a local touch
Years ago, Caroline spent time living in Japan, a move that sparked her love for languages and cultures. She picked up Japanese and still speaks it on occasion.
She also harbours a keen interest in learning how to paint. “I sew (a lot), but I have always admired artists who can switch between oils and watercolours,” she shares. It is another testament to her appreciation for versatility, something she brings to every proposal she touches.
Caroline Lewis embodies the modern proposal professional: strategic, adaptable, and quietly powerful. Through her work, she is helping organisations win more and helping the APMP community grow stronger, one webinar at a time.
20 Years a Leader, still a Learner: My APMP Leadership Academy Journey
Charlotte Barnes emphasises how the program equips participants with essential leadership skills and industry knowledge to excel in our industry
The APMP Leadership Academy is a six-month hybrid leadership program tailored for professionals in the bids and proposals industry.
It is “the only comprehensive leadership program designed specifically for the bid and proposal industry,” featuring eight modules of real-world, industry-specific learning scenarios delivered through a mix of live online classes and offline milestones.
The subjects covered are designed to fit into the flow of my working life, allowing me to implement new leadership techniques in real-time at work.
This meant that each lesson wasn’t just theory – I could immediately apply concepts like effective delegation or strategic thinking to my ongoing projects, reinforcing the learning through practice. The small cohort format (20 peers) fostered frank discussions; learning alongside other experienced professionals gave me fresh perspectives and a supportive network.
By the end of the six months, I not only gained new tools and frameworks but also earned the APMP Leadership Certification (CL APMP), a prestigious credential confirming my leadership expertise.
Key Benefits I Gained from the Academy
Tailored Learning: The program’s content was directly relevant to my field covering critical leadership topics I face daily. This industry focus meant the case studies and discussions resonated with my real work challenges.
Peer Networking: With a cohort of just 20, I formed close bonds with fellow leaders. We learned with and from peers in a collaborative setting, sharing experiences and advice. The Academy facilitated collaborative connections with fellow peers that I can lean on beyond the course. Our WhatsApp group still buzzes with questions and support, exemplifying that the network is one of the program’s lasting benefits.
Real-Time Application: The hybrid format (live sessions plus offline assignments) encouraged me to apply lessons immediately. I worked on offline learning milestones that required implementing new strategies in my team, then received feedback in the next live session.
Recognition: Graduating from the Academy presented me with the CL APMP certification, a recognised leadership credential in our industry. I also earned 15 Continuing Education Units (CEUs) for completing the program, contributing to maintaining my professional certifications.
Renewed Motivation: The experience rekindled my enthusiasm for personal development. Interacting with passionate instructors and peers was energising. I was reminded that even seasoned leaders have more to learn and that embracing that mindset is powerful.
Setting a positive example: Perhaps most importantly, pursuing development opportunities set a great example for my team. By demonstrating my commitment to growth, I aim to encourage a culture of learning within my team. I want to inspire the proposal leaders of tomorrow to seek their own training or certifications, seeing that learning doesn’t stop even at the senior level.
My experience with the APMP Leadership Academy reinforced that effective leadership is a journey, not a destination. Even after many years in leadership positions, stepping back into “student mode” was immensely rewarding.
My advice to fellow leaders (new or seasoned alike) is to embrace lifelong learning. Enrol in that course, attend that workshop, seek mentorship; whatever keeps you evolving. Not only will you sharpen your capabilities, but you’ll set a powerful example for your team that learning never stops.
As a leader, one of the most impactful ways to lead is by learning – continuously, humbly, and enthusiastically. Your future self will thank you for it.
From Accidental Bid Writer to Intentional Leader: How Samantha MacMillan is Redefining Careers in Proposal Management
If you have met Samantha, you know she has that rare mix of warmth, wit, and wisdom
Like many of us, Sam did not set out to become a proposal professional. She graduated with a bachelor’s degree in communication and while working in site administration for a construction company, a manager noticed her background and suggested she try her hand at bids.
That moment of recognition became the start of a career that is now more than a decade strong.
Ask anyone in the industry how they landed in bids, and you are likely hear the same refrain: “I fell into it.”
For Sam, that narrative needs rewriting. “I want people to choose this career, not just fall into it because they were in admin or happened to be an organised person who is good with deadlines,” she says.
As Vice Chair of the APMP ANZ Chapter and the Intentional Career Path (ICP) Lead, that vision drives her work, which aims to spotlight bid writing as a strategic, rewarding, and intentional profession.
Why She Loves What She Does
Based in sunny South Queensland and working at GHD, Sam spends her days wrangling bids across a wide range of industries, from transport to infrastructure and everything in between.
What keeps her coming back for more? The ever-changing nature of the job.
“There’s always a structure you follow,” Sam says, “but every bid is like a new puzzle. Different project, different criteria, different people. It keeps you on your toes, in a good way!”
Two traits she swears by in the world of bids. Clarity and great communication. And she walks the talk. Sam is known for steering subject matter experts away from technical jargon and toward what really matters to the client. “Why should they care? What is the benefit?” she prompts, a simple yet powerful question that shifts the focus from features to impact.
Her typical projects run for 4–6 weeks, but Sam has handled marathon bids too—think 200 schedules across an 8-month stretch.
And when she’s off the clock? Sam’s idea of bliss is curling up with a good book, hanging out with her two kids, or rewatching Pride and Prejudice. “If I’m having a couch day, that’s my go-to. I love the Keira Knightley version—Elizabeth Bennet is such a classic heroine.
Looking Ahead: The Future of Bids
When asked about where the industry is headed, Sam sees both opportunity and responsibility. “We are seeing AI and automation step into the bid space more than ever, content libraries, templates, even proposal generation,” she says. “But the human touch is still essential.”
She believes the future belongs to those who can blend tech with storytelling—leveraging tools to do the heavy lifting, while bringing nuance, empathy, and client focus to the forefront.
“You can’t automate relationships,” she says. “You can use tools to make the process smarter, but storytelling, empathy, and client understanding will always be essential.”
She sees the future of proposals belonging to professionals who can blend tech-savvy with emotional intelligence, leveraging AI without losing authenticity. “We are not just document producers,” she adds. “We are strategists, communicators, client whisperers.”
Building a Community, Not Just a Career
For Sam, APMP is not just a professional body, it is a place to belong.
“I have been an APMP member for years, and having a network of like-minded professionals has been game-changing. It is a community where you can grow, learn, and feel seen.
I find comfort in sharing experiences with others in the industry, knowing that many face similar challenges. This shared understanding fosters a sense of community and mutual support.”
That sense of belonging inspired her to join the APMP ANZ Committee.
Now, as Vice Chair and ICP Lead, Sam is deeply committed to raising awareness about career pathways, mentoring newcomers, and supporting the growth of the profession in the region.
Real Talk and Self-Awareness
When asked about advice that has stayed with her, Sam does not quote a mentor, instead she references something she once saw on TikTok and it is gold- “If you think you are self-aware but only focus on what you want to improve, and not what you are already great at, then you are not truly self-aware.”
Another gem she holds onto: Not all advice is golden. “Don’t accept criticism from people on topics if you wouldn’t go to them for advice.” In a profession filled with deadlines and reviews, there is nothing that resonates more.
The Legacy She Is Building
Sam’s vision for the bid industry is simple but profound: that more people enter the profession by choice, and that companies start recognising proposal professionals as essential to growth, not just operations.
Samantha embodies the evolution of proposal management, from accidental beginnings to intentional leadership. Through her work with APMP ANZ, she is helping pave clearer paths for the next generation of bid professionals, reminding them that this career can be chosen, not just stumbled into.
Strategic Leadership in Proposal Management: The Career Journey of Hannah Smith, CF APMP
Strategic Leadership in Proposal Management: The Career Journey of Hannah Smith, CF APMP
Exploring the intersection of structure, creativity, and professional growth in the fast-paced world of bids and business development
The pace of proposal work is fast and focused, filled with strategy, collaboration, and constant deadlines.
But for Hannah Smith CF APMP, the ultimate stress relief is a “long walk along the river.” No Teams. No Outlook. No notifications. Just nature and fresh air. It’s a moment of calm in a career that thrives on momentum.
Finding Her Path
Currently working as Sales Operations Manager – Resources at Jacobs, Hannah’s journey into the world of proposals was no accident. “I am part of the small group of people that chose proposals,” she says with a smile.
Starting out in a Quality Assurance role, she gained exposure to the inner workings of an organisation and quickly became fascinated by the business development lifecycle. “I thought that looked fun! Ten years later and I still love it.”
What keeps her engaged is the mix of people and problem solving. “I enjoy working with stakeholders to really understand a client’s drivers to curate a persuasive and competitive offer,” she explains.
“Bringing the right people together is what excites me most.” The variety of clients, services, and industries keeps the work fresh and rewarding.
Leading Through Connection
Since 2021, Hannah has been an active member of the Association of Proposal Management Professionals (APMP), finding value in the connections, certifications, and best practices the community offers. Inspired by industry leader Nigel Dennis, she took her involvement further by joining the APMP ANZ committee as the Networking Lead for Australia.
“I love building relationships with people, so working alongside other proposal professionals has been a perfect fit,” she says. In her role as Networking Lead for Australia, Hannah collaborates with state-based coordinators to deliver quarterly events that foster connection and knowledge sharing among members.
“We know how much our members value these opportunities to come together, and while we don’t hold an annual APMP ANZ conference, these events help maintain a sense of community.”
Looking ahead, she adds, “I’m really looking forward to the conference next year in Melbourne and the opportunity to meet more members in person.” Her vision remains focused on delivering meaningful engagement and continued value to the APMP community.
A Strategic Approach to Bids
In her day-to-day role at Jacobs, Hannah is currently immersed in bids within the resource sector, though her experience spans private, public, and not for profit organisations. Regardless of the industry, her approach remains consistent: write, pause, and challenge.
“Once I’ve drafted content, I step away and return with fresh eyes to challenge it,” Hannah explains. “I always ask myself, ‘So what?’ and ‘What evidence backs this up?’ That’s when I start shaping it into something persuasive, using a range of techniques. From a win strategy perspective, putting yourself in the shoes of the client is imperative – playing devil’s advocate is a great way to challenge.”
She thrives on the balance between structure and creativity. “I love a solid process—it gives me the foundation I need to comply with internal governance. But once that’s in place, that’s when the creativity really kicks in.” One of her go-to strategies? Visual appeal. “I can write pages of content, but then I pause and consider the reader’s experience. If I can turn content into a graphic, it often communicates the message more effectively.”
She also highlights the importance of early positioning. Understanding the opportunity and the client well before the Request for Proposal drops. “As proposal professionals, we are also sales. That extends internally where we build strong relationships with Business Development Managers and Technical Leads to ask the right questions and get the information we need.” She’s a strong advocate for the bid or no bid meeting, calling it a critical checkpoint to assess whether the pursuit is worth the investment.
And her dream project? “To work on an Australian FIFA World Cup bid.” It’s a bold aspiration that perfectly reflects her passion for big-picture thinking and her drive to take on ambitious challenges.
Building Teams and Shaping the Future
“Am I allowed to say OCD?” Hannah jokes when asked what she looks for in a team member. “But seriously, passion is a must. Passion for proposals, for winning, and for always learning.”
When it comes to building a high-performing team, Hannah values individuals who are detail-oriented, driven, and genuinely enthusiastic about projects that contribute to the communities where we live and work. That passion, she believes, is what fuels continuous improvement and long-term success.
Looking ahead, she sees a bright future for the profession. One where proposal professionals are not just recognised, but respected. “There’s a greater appreciation coming for proposal professionals within organisations, where the value we bring is reflected in pay and acknowledgement.” She also sees APMP accreditation becoming a standard requirement, especially for Tier 1 Australian and New Zealand organisations. “It ensures our profession is respected and maintains its recognition for high standards.”
Purpose, Passion, and a Path Forward
From riverside walks to FIFA dreams, Hannah Smith shows that when you combine passion, purpose, and a creative mindset, you can carve out a career that’s not just successful but deeply fulfilling.