When Greek Australian businesswoman Effie Cinanni founded Small Chilli Marketing 10 years ago, she was determined to create more than just another consultancy. Inspired by the values instilled by her Greek migrant parents, she set out to help Australian businesses grow with clarity, integrity, and purpose.
That vision has now been recognised on the national stage on August 15, with Cinanni named as a national finalist in the Certified Practising Marketer of the Year category by the Australian Marketing Institute (AMI), one of the industry’s most prestigious honours.
The award celebrates a marketer who not only delivers measurable results but also lives the CPM values of integrity, professionalism, continuous learning, respect, and responsibility. For Cinanni, these values are deeply personal.
“My parents came to Australia from Greece with very little but worked incredibly hard to build a better future for our family,” Cinanni said. “They taught me that success means contributing to your community, staying true to your word, and treating people with respect these are principles I live by in my work.”
Her heritage and upbringing have shaped her approach to marketing, which blends strategic thinking with genuine connection. Over the years, Small Chilli Marketing has delivered results for clients in health, education, professional services, and technology, with a strong focus on ethical leadership and community engagement.
One campaign that impressed the AMI judges was for Parkglen Retirement Community in Keysborough, Victoria. With over 40 years of service in affordable retirement living and home care services, Parkglen partnered with Small Chilli Marketing to reposition their brand, refine their message, and launch a marketing campaign built around the theme: “Affordable Living. Unmatched Care. A Legacy of Trust.”
The outcome? Greater brand awareness, stronger stakeholder confidence, and a surge in enquiries.
“It wasn’t just about generating leads,” Cinanni said. “It was about honouring Parkglen’s legacy of care and dignity. Marketing should be truthful, strategic, and human.”
A Certified Practising Marketer since 2015, Cinanni’s boutique consultancy has become known for its hands-on approach, measurable outcomes.
For Cinanni, the award is not just a personal milestone it is a chance to inspire others.
“I hope this recognition encourages more women and small business owners, especially in our Greek Australian community, to embrace purpose-driven marketing and lead with integrity,” she said.
