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How Smart50 finalist Pest2Kill is bringing a premium marketing mindset to an “unsexy” industry

After a strong performance at the 2025 Smart50 Awards, head of marketing Sophie Taylor explained why Pest2Kill’s marketing works — and shared lessons for other businesses in unglamorous fields.
pest2kill marketing
L-R: Pest2Kill head of marketing Sophie Taylor, and Pest2Kill co-founders Julian Bracewell and Phil Taylor. Source: LinkedIn/Pest2Kill

For years, Sophie Taylor sold the dream of Hollywood getaways and Colorado ski trips, of coast-hopping Mexican cruises and voyages across the Canadian Rockies.

Then came the giant cockroach suits.

As head of marketing for Sydney pest control business Pest2Kill, it might seem Taylor departed the glitzy world of tourism PR for a field she concedes is “unsexy”.

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