About Amy James
Hi, I'm Amy James. Most people call me Ams.
Marketing strategist, founder of Fearless Business Collective, and the woman behind some of Tasmania's most talked-about social media campaigns.
Marketing strategist, founder of Fearless Business Collective, and the woman behind some of Tasmania's most talked-about social media campaigns.
I grew up on a farm, which probably explains a lot. I like doing things myself, I'm not scared of hard work, and I've never been very good at playing small.
I've spent more than a decade in marketing and sales, and in that time I've watched the whole industry flip on its head. The old rules (polished ads, safe content, posting for the sake of it) stopped working. What started working was people. Real faces, real stories and brands that felt human.
So that's what I built Fearless Business Collective around.
Fearless didn't start in a fancy office. It started on my phone, with a one year old on my hip and a lot of determination. In the first year it turned over $300k. From there it grew into a seven figure agency with a team of social media managers and content creators, working with councils, arts organisations, wineries, agricultural brands, real estate and more.
A decade in marketing and sales taught me how to sell, how to position a brand and how to read the data. Then I went out on my own.
From my phone to $300k in year one, then a seven figure agency and a team behind me. Big campaigns, big results, big growth.
In 2025, right before signing an office lease, I walked away from the big agency model. It was working, it just wasn't aligned. I didn't want a bigger team, I wanted better work.
A boutique agency where I work directly with a handful of partners, plus a personal brand under my own name where I teach women to build brands that make them impossible to ignore.
In a world that's more saturated than ever, the brands that win are the ones people feel like they know. Not the loudest, not the most polished. The most human.
And now that AI can churn out a month of content before your coffee's gone cold, human is worth more than ever. I use the tools to work smarter, but the strategy, the stories and the faces behind your brand will always come from real people.
I don't believe in vanity metrics, cookie-cutter strategies or content for the sake of content. I believe in doing the work properly, telling stories that matter and measuring what actually moves the needle.
Authenticity without strategy is just a journal. You need both.
From councils and sporting bodies to wineries, cafes and personal brands, here are some of the businesses Fearless has partnered with.
For businesses and organisations, Fearless Business Collective offers social media partnerships, storytelling video and consulting. I'm hands-on in every one.
For women building a personal brand, my coaching, programs and free resources live at amyjames.com.au. That's where I'm rebuilding my own brand from zero, in public, and teaching exactly what's working as it works.
Tell us a little about your brand and what you're hoping to achieve. Ams will come back to you within two business days to book a chat.
Prefer email? amy@fearlessbizcollective.com