How Gab Sutherland helps local businesses simplify marketing, build trust and achieve real results.
For many business owners, marketing can feel like a constant juggling act. Strategy, content, ads, social media - it can quickly become overwhelming. Grab Social was built to help businesses cut through that noise and focus on what works.
The business didn’t begin in a marketing agency or corporate setting. It started while Gab Sutherland was working as a teacher in Narrabeen, balancing his career in education with a growing passion for creativity.
“I’ve always had a creative bug. I was a local schoolteacher in Narrabeen, but I’ve always had this knack for creativity and learning new things.”
What began as videography and photography work for a Mona Vale business quickly snowballed into learning content marketing and digital strategy. As results started flowing for clients, so did new opportunities.
“I had a real hunger to get good at it, like genuinely good… from there it just opened doors. One opportunity led to the next, and eventually I took the leap.”
Breaking marketing down into something manageable
A big part of Grab Social’s approach is helping business owners feel less overwhelmed by marketing and more confident in their direction. That starts with understanding exactly who they’re trying to reach.
“Marketing can feel like one big pile of technical, creative and strategic work. Every business has a core customer - it’s about working out who that is and building marketing that speaks directly to them.”
In a competitive industry, Grab Social has focused on building trust by doing things a little differently including removing lock-in contracts and putting results front and centre.
“The biggest thing we do differently is we put the power in the business owner’s hands. No contracts. Just results.”
Building growth through visibility and trust
Like many growing businesses, building brand awareness has been a top priority.
Paid advertising across Meta platforms - Facebook and Instagram in particular - has been the backbone of their growth.
“It’s always been our bread and butter, mainly because of the size of the audience and how quickly you can get in front of people.”
Consistent organic content has also played a key role, helping potential clients see who the team is, how they think, and why they’re different.
“People don’t just buy marketing anymore - they buy trust.”
Behind the scenes, automation tools like Zapier have helped the team manage their workload and scale efficiently. “If your business lives on a computer, Zapier becomes your best mate. It automates so many little tasks that would otherwise take hours every single week.”
From going solo to building a team
Like many small business owners, the early stages came with pressure and uncertainty. Building a network of mentors and other business owners became an important part of navigating those challenges.
“When you’re starting a business, you’re juggling so much… The biggest thing that helped me was building a network around me.”
One of the biggest milestones for Grab Social has been growing from a solo business into a team environment focused on collaboration and shared success.
“My proudest moment in business is building the team we have today.”
The journey has also shaped a long-term mindset. “Business is built over years. Not weeks.”
Shaped by the Beaches
Running a business on the Northern Beaches has had a big influence on Grab Social’s culture, with strong community connections and a supportive local business network playing a key role.
“I’ve been lucky enough to travel to a lot of places around the world, but every time I come home it hits me how special this area is. The people are laid back and the businesses work hard.”
Outside of work, taking time to switch off and recharge is just as important.
“Life is hectic when you’ve got young kids, so getting out for a few hours… no phone, a few rounds of golf, having a laugh with mates is such a good reset. And we’ve got the best beaches in the world.”
Looking ahead
Grab Social is continuing to focus on helping businesses simplify their marketing while exploring emerging trends like AI. “It’s coming fast, and it’s going to change advertising and marketing in a massive way so we want to stay ahead of it so our clients benefit from it.”
Gab’s top tips for business owners
- Be resourceful and outsource tasks that slow you down
- Focus on understanding your ideal customer
- Build strong support networks with other business owners
- Be patient - sustainable growth takes time
- Invest in tools and systems that improve efficiency