We create growth for our clients.
We solve business problems for our clients.

“Hello. Everyday, I am in a privileged role partnering with purpose-led business leaders and entrepreneurs with the simple aim of helping them solve their business problems and creating new opportunities for sales growth. But, not growth for growth's sake. I’m a strong advocate for sustainable, healthy, client-centric growth, whilst nurturing a brand and culture employees and clients will admire. This drives me everyday.”
- George Liberopoulos

Founder & Principal Consultant - George Liberopoulos

George is a pragmatic thought leader and independent consultant with over 20 years commercial, HR and Reward experience.  George has a unique blend of expertise helping companies grow in a disciplined and sustainable way and deliver on their aspirations.

Prior to starting To Be Consulting, George was Chief Commercial Officer (Pacific) at Aon and as a Member of Pacific Executive Management Committee, was responsible for growth strategies, including leading the sales and client management teams, bid management & communications and customer experience.  This broad responsibility included Aon’s Talent and Reward consulting practices and the award-winning superannuation fund, smartMonday.  George was also a Member of the Asia Pacific and Middle East Chief Commercial Council, accountable for leveraging regional and global insights and innovations on key growth industries and adapting into local needs.

During his 10-year tenure with Aon, George led the Victorian Rewards Consulting Practice and was responsible for the delivery of professional rewards advice to clients across many broad industry sectors in Australia. His consulting expertise covered broad-based compensation, sales incentive design and review, executive remuneration and total reward strategy development across several industries including banking and finance, technology, professional services (eg. design, engineering healthcare, education, not for profit and FMCG).

Prior to Aon, George also worked for General Electric and AXA Australia between 2003 and 2008, in senior reward consultant and HR operations positions.  George proudly started his professional career at Village Cinemas Australia in 1995 and for 9 years worked in cinema operations as a cinema manager and in the Film Buying and Programming Department, responsible for the VIC/NSW regional and metro cinema circuit, including media buying and marketing.

George studied at Deakin University, completed a Bachelor of Applied Science, Health Promotion and Psychology graduating in 1994, completed an Advanced Diploma of Financial Planning graduating in 2004 and completed Masters of Business Administration (MBA) graduating in 2007.  George also completed in 2017 the Harvard University, Advance – Management Development Program.


With constant change and market disruption, securing business viability is becoming trickier. With these uncertainties, our philosophy is guided by two core principles:

1. Trusted Relationships Are Everything.
Clients have choices and a myriad of resources when completing research for their next purchase (even before they engage with you). So, how do you short-circuit this process? Trusted relationships are integral to everything. That’s why we support B2B companies to not only identify new channels of growth, but also focus on delivering impactful client servicing to delight and connect with clients and drive sustainable growth.

2. Aspire to ‘Be Good’ and ‘Do Great Things’.
Companies are looking at new ways to balance the pursuit of financial gain, whilst shifting attention to the impact their ‘way of doing business’ has on their employees, community and clients. Starts with maintaining congruence between what you know is right and how you behave. We strongly believe purpose-driven companies can do great things and achieve success, without compromising their integrity and client’s needs and be champions of equality and diversity.