Melbourne-based women founders community One Roof has named Frances Goh as its new CEO, taking over from founder Sheree Rubinstein.
Rubinstein, who led the company for almost ten years, said the change comes after months of planning. The decision follows One Roof’s growth from a women-focused co-working space into a nationwide digital community for women entrepreneurs and business owners.
“Frances has been my right hand through One Roof’s biggest pivots and is the living, breathing embodiment of our mission,” she said.
“I feel incredibly proud that this community will continue to grow under her leadership and I couldn’t imagine a better person to carry the legacy forward.”
Rubinstein, who is expecting her third child, recently became the general manager at Australian telehealth company Hellomello, focusing on women’s health. She will continue to stay closely connected with One Roof in an advisory role.
“I joined at a time when so many founders were craving a village to build their business alongside. I believe there is nothing more powerful than women designing their own lives and owning the companies that shape our economy. I’m deeply honoured to lead One Roof into its next chapter.”
After the pandemic, One Roof evolved into a nationwide community of women entrepreneurs. It now connects members through curated networking, online courses, masterclasses, and in-person events, with Goh leading the digital shift and launching initiatives like the Startup Women Summit and the One Roof Women’s National Conference.
“For years I’ve sat at the intersection of founders, investors, educators and ecosystem builders,” Goh said.
“What excites me about this role is the chance to turn all of that into a clear, practical pathway for women at every stage of the journey, from ‘I have an idea’ through to raising capital and scaling globally.”
Goh said she plans to focus on expanding One Roof’s national footprint, deepening its membership offering, and strengthening pathways into capital, advisory and global networks for women-led ventures.
“One Roof and this incredible community of women mean the absolute world to me,” Goh said.
“I joined during a time of big transition, not only for the business but also for so many women who were craving a village to build their business alongside,” she said.
“I believe there is nothing more powerful or game changing than supporting women to build their own businesses, design their own lives and have true autonomy in their careers. I am beyond grateful to carry forward the legacy that Sheree has created.”
“One Roof has always been about women walking alongside each other,” she said.
“This transition doesn’t change that. Frances has been leading from within the community for a long time. Making her CEO is really just acknowledging what so many of us have already seen, that she’s the right person to carry One Roof into its next chapter.”
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