Caroline Chaplin and her Team | RWS

Our team has been carefully selected to provide a diverse skill set – all designed to achieve optimal performance and success for your private practice.

Caroline Chaplin 2020

Caroline Chaplin


Caroline Chaplin is the owner and director of RWS (Rooms with Style).

RWS have assisted surgeons to set-up private practices across Australia for 14 years, providing a turnkey solution for busy doctors.

Caroline founded the company with one clear and dedicated vision; to make private practice easier and more enjoyable for doctors: “Working in the medical industry made it apparent to me that there was limited practice support available for doctors and clinicians. Seeing this gap in the market I set about developing a highly qualified team, who could provide the exact services a private practice requires. The goal was to create a one-stop-shop of practice management services to make practice life easier, more profitable and more efficient. At RWS we are proud of our accomplishments and look forward to working with you to achieve the practice you want.”

Caroline holds a Bachelor of Education along with post-tertiary studies in Business and Practice Management. Caroline is also an Internationally Credentialed Practitioner of Coaching. She provides personal coaching and business mentoring for our doctors. Caroline’s role is management of the current and future direction of RWS.

Sarah Gerendasi

VPM and Marketing Coordinator

Sarah is a Bachelor of Health Science graduate majoring in Family, Society and Health as well as Health Promotion. She is passionate about the health industry and helping people provide the best service they can.

Sarah comes to RWS with a mixture of professional experience. Her experience working in a local medical centre gives her valuable insight into the busy nature of the health industry. She has worked alongside nurses, specialists and general practitioners, further providing her with some excellent experience assisting and working with health professionals.

She also brings with her a great customer service background, making her a valuable part of the team who strives to deliver the best result possible for our clients. Sarah assists with the main administrative and marketing roles, and she is hoping to extend this into more roles in the future.

Sarah Gerendasi

Clare Bohan

Clare Bohan

VPM and Marketing Coordinator
Clare is an established member of the RWS team. She helps lead the team in marketing and administration.

She recently graduated with a degree in Public Health and Health Promotion, and is passionate about working with people to improve health outcomes.

Clare brings experience from working in and leading teams. Combining her education in health and her work experience, she hopes to be an increasingly valuable member of the RWS Team.

Michelle Knightley

HR & Recruitment Specialist
As a Human Resources and Recruitment Specialist at RWS, I provide extensive staff, human resource and recruitment management services for RWS’ clients. I commenced with RWS in 2012, and therefore have considerable experience and knowledge of the medical industry.

What brings me most satisfaction is finding the perfect person to suit your practice’s needs. I pride myself on being able to understand what you require for your company. I use my extensive knowledge and many years of experience to work with your staff, through any changes, staffing issues throughout the entire employee cycle. I am told that my warm and friendly manner puts current staff, recruitment candidates and Doctors at ease when dealing with sensitive issues.

I have undertaken a Diploma of Human Resources Management. Previous roles have included: Co-ordination of international, federal and state training and event programs for large corporate groups, Administration management and assistance to Partners at KPMG and other senior executives.

Michelle Knightley

Peter Chaplin

Project Manager, Finance Manager
Peter is an integral part of the RWS management team. He works to ensure client portfolios of marketing, practice management, recruitment and human resources are managed effectively, working diligently to achieve outstanding results.

Peter holds a Bachelor of Business and is a fully qualified CPA with over 20 years’ experience in SME financial management. He also has an extensive Project Management background with many years’ experience coordinating/designing professional and functional rooms for our doctors. He assists clients who are undertaking renovations with costs analysis and project budgets.

He enjoys working with clients to ensure their practice operates optimally. Peter works for numerous specialists across Australia, setting up financial procedures and practice KPIs, controlling debtors, meeting compliance obligations and improving in house procedures – all designed to enhance practice revenue and performance.

He also assists with all staffing needs such as employee compliance obligations including payroll, leave entitlements and super, cash flow management, receipting and invoicing.

Joyce Lando

Marketing and Administration, Event Management
Joyce Lando is a highly skilled marketer and administrator. At RWS she specialises in marketing strategy, referrer relationships and tracking, data management and event management.

Prior to joining the RWS team in 2011, Joyce worked at a senior level in the pharmaceutical industry for 10+ years. She was instrumental in the marketing & introduction of new medicines in the cardiovascular & anti-obesity areas. Her extensive experience working with Specialists and General Practitioners gave her a great grounding in the understanding of private practice.

Joyce has now assisted many doctors throughout Australia to develop and grow their referral base. She is an efficient, engaging team member who enjoys the challenge of helping doctors achieve their business objectives.
She holds a Bachelor of Education and has successfully completed the AMPA Continuing Education Program.

Isabella Biffi

Marketing and Administration
Isabella is an important part of the referrer marketing team at RWS (Rooms with Style). She works to make connections for our doctors with GP and allied health clinics, within their catchment area.

Her marketing background has helped her quickly understand the needs of all referrers.

Isabella is currently completing a Bachelor of Business Majoring in Marketing and Management. She is a pleasant and capable team member who knows how to build strong referrer links.

Emilia Fuller

Marketing and Administration, Podcasts
Emilia is one of our GP liaison officers. She is currently completing a Bachelor of Media and Communication, majoring in Journalism. Her key responsibility is PodMD; producing, scheduling pre and post-production, fielding and developing potential discussion/questions, editing, upload, marketing, and client communication.

Emilia has a wide breadth of marketing and media knowledge; from traditional marketing to social media, SEO, broadcast media, podcasting, retail management, customer service. She does all of this whilst ensuring the utmost confidentiality for her clients.

This variation in experience proves her as a highly-skilled writer, marketer and administrator and an asset to the clients at RWS.

Emilia Fuller

Lara Wirth

Marketing and Administration
She is currently undertaking a Bachelor of Biomedical science with aspirations of pursuing a career in medicine.

Her previous work experience is comprised of a breadth of team focused roles within different industries and countries. This has allowed her to hone her abilities in communication and supplying personalised service according to client’s needs.

Lara strives to utilise her passion for the healthcare industry and her acquired skill set to assist in developing referrer relationships.

Inés Mckay

Marketing and Administration
Inés is a member of the RWS marketing team.

She is currently completing a Bachelor of Science, majoring in Psychology.

With a unique background in coaching, she has developed the understanding for a personalised approach to every client.

Ines endeavours to use the combination of her professional experience and education to understand the clients needs, and to provide them with the tailored service they require.

Inés Mckay

Jade Kafrouni

Jade Kafrouni

Marketing and Administration
Jade has almost completed her double degree in a Bachelor of Design/Bachelor of Business, majoring in Branded Environments and Marketing. She is passionate about the design industry and helping clients visually communicate their messages in the most effective way.

Jade comes to RWS with experience working for a major Australian fashion label for the past four years. She has witnessed the growth of social media platforms across the years and gained a valuable insight to the importance of social media presence.

Jade has a history of office coordinating, administration, customer service and freelancing digital design.

Jade will support graphic design projects and establish a plan with clients to coordinate their social media plan.

Vanessa Salerno

Practice Management
Vanessa is a valuable part of the Practice Management Team at RWS. Her vast industry experience has seen her develop a sound understanding of how to set-up and improve practice processes and performance.

Holding the role of Practice Manager in surgical practices for 12 years, she has gained the unique ability to operate effectively across multiple clinical software programs.

Vanessa will work closely with your team to improve efficiencies, enhance staff education and create productive workflows. Furthermore, her organisational skills are of the highest order and she is personable and approachable in her training style.

To complement her experience, Vanessa has also successfully completed a Diploma of Practice Management.

Regina Yang

Regina Yang

Marketing and Administration
Regina is a member of the RWS marketing team. She has worked with many well-established, high-end brands, positioning her to be well acquainted with the need for outstanding service for our doctors and their referrers.

She has worked alongside leading industry professionals and garnered knowledge that will assist her in seeking the best outcome for all RWS doctor’s.

Regina is currently undertaking a Bachelor of Commerce, majoring in both Marketing and Management.

Georgia Emily

Marketing and Administration
Georgia is a valuable part of the Human Resources team at RWS and is passionate about providing a great service for our doctors. She works mostly for our recruitment clients, screening resumes and reference checking applicants. Her thorough communication and effective time-management skills ensure RWS clients are always kept up-to-date.

Georgia’s customer service is of the highest calibre, and our doctors enjoy her professional and gregarious nature.

Her previous roles have included working for Minter Ellison in the legal compliance area, where attention-to-detail and compliance were paramount.

Georgia Emily

Lynette King RWS

Lynette King

Accounts & Practice Finance
Lynette is part of the practice management team at RWS. She is a highly experienced accounts/book-keeper who has successfully managed business accounts for over 10 years.

Lynette’s extensive experience has spanned many industry sectors, including medically-focused companies.

She is a book-keeping and payroll specialist.

Lynette adopts a personable, practical approach to both clients and tasks. She enjoys working with our doctors to achieve consistent, timely and compliant results.

She holds a Bachelor of Science and a Diploma of Education.

Chris Hicks B Ec.

Human Resources and Industrial Relations
With over 19 years of Human Resource (HR) and Industrial Relations (IR) experience, Chris provides workplace dispute resolution, mediation and generalist HR / IR advice to RWS clients.
Chris has held a number of senior HR / IR roles in two large metropolitan health services and has completed formal mediation training at Harvard University (Program of Instruction for Lawyers).
The focus of Chris’ work is the importance of co-operative workplace relations that improve patient outcomes and add value. Chris also encourages active early intervention in workplace problems so that they do not become entrenched and more costly to resolve.

Chris enjoys working with our doctors and understands the unique nature of the health industry.


Tom Wilson

Senior Web Designer
Tom Wilson is a Senior Web Designer at RWS.

Tom holds a Bachelor of Fine Arts and furthered his Web Design studies in Swinburne University’s Master of Multimedia program. Since completion he has accumulated 6 years’ experience running a successful web design studio. In this time he has designed and built websites for a wide range of clients, including a host of medical sites.

Tom specialises in building smart looking, yet functional medical websites. He listens carefully to the needs of our Specialists, and incorporates each individual’s requirements into the website build. Balancing an eye for great design with technical intuitiveness, Tom builds websites which are effective communication tools, designed to provide useful and relevant information for your patients and referrers.

Tom keeps abreast with the latest web technologies and always looks for new ways to grow your business using design and technology.

Frances Eddy

Senior Graphic Designer
Frances oversees the graphic design work for our RWS specialists, along with the management of other client marketing portfolios. She is passionate and thoughtful and always striving to make our doctor’s goals and dreams come to fruition.

Frances has built a successful career in graphic design /advertising and marketing. She holds an Advanced Diploma of Graphic Arts Design.

Frances is a design specialist with experience in many niche industries, including the medical profession. She has worked with both medical practices and large corporates.

Frances’ passion for all aspects of graphic design has remained strong throughout her career, and she possesses a wide range of abilities necessary for the implementation of design initiatives, and for relating to the clients.

Kereni White

Website Designer, VPM client liaison
Kereni completed a Bachelor of Multimedia Design at Monash University 2004 and has spent the last 13 years in the industry specialising in website development, website maintenance, social media integration, SEO, Google marketing and IT support.

Kereni has experience working with a diverse range of specialists and healthcare professionals. She has a strong focus on customer service and support, and assists RWS clients to better understand and feel comfortable with web and IT-related issues. Kereni is passionate about helping RWS practices to reach their target audiences through effective online optimisation.

Lisa Crothers

Interior Designer
Lisa is a Senior Interior Designer with RWS, having beautifully decorated and styled numerous commercial properties across Melbourne and the Mornington Peninsula.

Throughout a 20-year career in interior design, Lisa has honed her skills in an array of interior design mediums, including colour, textiles, lighting and styling.

Her depth of experience has also included the successful management and styling of advertising campaigns, TV commercials and major photographic shoots for a range of commercial businesses.

She is extremely passionate and detail oriented, remaining respectful to the taste and budget of our doctors at all times. Lisa is a diligent and talented designer – motivated by achieving the doctor’s goals and objectives.
She is a vital part of the RWS renovation team.

Jack Tu

At RWS Jack works for our doctors as a registered Architect. He boasts over 8 years of experience in designing and producing high-end interiors and architecture, specialising in technical drawing documentation and CAD management.

Jack is passionate about detail and aims to provide drawing documentation that while technical in nature is still clear, direct and easy to understand for our specialists.

In completed projects Jack was able to provide a high level of sensibility for the requirements of doctors, staff and patients through clever layout and detailed design.

He is a passionate member of the RWS team committed to providing excellence.


Michael Findlay

Michael Findlay

Melbourne Photographer
Michael has worked in the design and photography industry for 30 plus years with both government and corporate clients bringing to RWS experience in architectural, portrait and editorial photography.

He is able to put doctors and staff at ease making them and their rooms look wonderful. This complements the creative visual inputs from other members of the RWS design team (web, video, graphic and interior design). Comprehensive post production is carried out on all final images to achieve consistent results.

With attention to detail and an eye for what will work for web and printed material Michael aims to photograph client’s rooms in a way that reflects their professionalism and standards of patient care.

Vanessa Levis

Sydney Photographer
Vanessa is a Sydney based photographer for RWS, capturing portrait and interactive shots for all specialties.
She enjoys photographing specialists in their practices – helping real life situations come to life through pictures.

Vanessa’s work ensures that our doctors are portrayed in a most professional and capable light.

Takeshi Kondo

Takeshi is an in-house videographer at RWS. He brings more than 15 years of professional experience as a director & camera operator, creating commercial cinematography.

Though his career he has been involved in diverse national and international projects including; TVC, Medical videos, Broadcast News, Documentaries and High quality online content.

He is highly focused to bring the best image quality from emerging technologies, working closely with you, to achieve the desired outcomes for your medical practice.