Our Story

Pick a Path was created with a simple yet powerful mission: to empower individuals at every stage of their career journey. Whether you're just starting out, making a significant career shift, or aiming for the next big step, we believe that everyone deserves the tools and guidance to navigate their own unique path with confidence and purpose.

Our journey began when we recognised a gap in the market—there were plenty of career services out there, but few that truly tailored their approach to each individual’s story, strengths, and aspirations. We wanted to change that. Pick a Path was founded on the principle that career development is not one-size-fits-all, and our goal is to provide personalised, strategic, and forward-thinking support to help you achieve your goals.

Pick a Path participating in a professional event, showcasing collaboration and networking with industry partners

What Drives Us

Our mission is simple: to help you navigate your career with clarity, confidence, and purpose. We are guided by the following core values:

Personalisation: Every career path is unique, and so is our approach. We tailor our services to meet your specific needs, goals, and strengths.

Innovation: We leverage the latest tools and trends, including AI, to provide you with cutting-edge career strategies.

Integrity: We believe in honest, transparent communication and are committed to your success.

Empowerment: Our ultimate goal is to empower you to take charge of your career and make informed, confident decisions.

Meet the Team

Sonja Passmore

Founder, Career Strategist & Resume Writer

With over a decade of experience in career development, recruitment, and media, Sonja founded Pick a Path to provide personalised, strategic guidance for professionals at every stage. Driven by a passion for innovation and continuous learning, she blends expertise in CV writing, coaching, and industry trends with the latest tools and techniques. As a licensed Career Intelligence practitioner, Sonja offers advanced assessment insights, helping clients make informed decisions aligned with their unique strengths. Her commitment to empowering clients ensures they navigate today’s competitive job market with clarity and purpose, staying ahead in a rapidly changing landscape.

Tony Pleace

Founder & Strategic Director

Tony drives the strategic direction of Pick a Path, blending his operational expertise with a deep passion for innovation and a commitment to connecting with people. Bringing nearly two decades of IT expertise and a relentless drive for innovation. Passionate about sustainability and helping others, Tony leads the AI Working Group in Dunedin (an initiative run by Business South) collaborating with the region's top experts to push the boundaries of what's possible. With years of experience in leadership, Tony excels in managing teams and fostering professional growth. His forward-thinking approach and commitment to doing things differently ensure that Pick a Path remains at the forefront of a rapidly evolving market.

Sophia Penner

Professional Resume Writer

Sophia brings a unique interdisciplinary background in cognitive science, communication, and ethical AI to her role at Pick a Path. Her experience in academic editing has sharpened her ability to refine complex content and provide constructive feedback. Currently pursuing a Master of Applied Science in AI, Sophia blends her analytical and creative strengths to craft standout CVs that are both impactful and aligned with industry trends. Her work not only highlights the strengths of her clients but also ensures they are equipped with resumes that capture attention and open doors in today’s competitive job market.

Our Story

What Drives Us

Meet the Team

Professional Memberships & Collaborations