The Aesthetic Business Masters Awards are judged by people who know this industry from the inside. Not observers, but practitioners, founders, strategists, and educators who have built businesses, led teams, navigated regulation, and sat across the table from clinic owners working through the same challenges you are. This series introduces you to the people behind the scorecard, so you know exactly who’s reading your submission and what they’ll be looking for.

Meet: Cate Scolnik

Ask most clinic owners about their social media strategy, and you’ll get one of two responses: either they’re posting constantly with no idea if it’s working, or they’ve given up trying to keep up with the algorithm entirely. Cate Scolnik built her business to fix both problems.
Cate is the Founder and Director of Sane Social Media, a strategic consultancy helping aesthetic, medical, and service-based businesses turn social media from a source of overwhelm into a structured, commercially effective growth channel. Her approach is built on the belief that social media should support a business, not consume it.

Rather than chasing trends or vanity metrics, Cate developed a methodology centred on clarity, systems, and measurable outcomes. She works with clinics and cosmetic professionals to build sustainable content frameworks that align with their brand positioning, compliance requirements, and growth objectives. Her services span brand voice refinement, content strategy development, paid social alignment, and team training, all designed to make marketing execution cohesive and scalable.

Cate has a sharp understanding of the regulatory sensitivities within the aesthetic and medical sectors and wants clinic owners to stop treating AHPRA compliance and effective marketing as opposing forces. She sees clinics every day that either post freely and risk regulatory issues, or play it so safe that their content says nothing at all. Her message is that compliant content can convert, but it requires a system: a clear brand voice, a content strategy aligned with business objectives, and the discipline to build trust through consistency rather than chasing trends. The clinics that get social media right aren’t posting more. They’re posting with intention.

She is also a passionate educator, regularly delivering workshops, strategic intensives, and industry presentations. Her teaching style is practical, candid, and commercially grounded, focused on what drives growth rather than what looks impressive in a screenshot.

As a judge for the Aesthetic Business Masters Awards, Cate Scolnik brings the lens of someone who sees how businesses present themselves digitally every day. She understands that a strong social media presence is often the first point of trust for new patients, and she’ll be assessing whether entrants communicate with clarity, consistency, and integrity across their platforms.