Leading with Heart: A Conversation with Our Group CEO, Hilary McMillan

05 Jan 2026

At FRANKIE4, we believe shoes are more than just what you wear on your feet: they're the foundation for how you move through life. Our Group CEO, Hilary McMillan, embodies this philosophy every day, leading the brand with equal parts vision, purpose, and heart.

We recently sat down with Hilary to talk about her journey, the values that drive her, and her hopes for the future of FRANKIE4, and got a sneak peek at her day in a life.

A Day in the Life and 10 Quick-Fire Questions with Hilary

1. You’re a CEO, a mum, and a fitness instructor. How do you stay grounded across all these roles?

For me, it all stems from surrounding myself with the right people. Whether it’s my family, close friends, or my FRANKIE4 team, I lean on people whose opinions I trust and who remind me what really matters. I don’t pretend to have it all figured out, some days are harder than others, but I’ve learned that being present, authentic, and consistent is what counts. I am also very protective of my energy; it needs to go into the right things.

2. FRANKIE4 has such a strong and loyal community. How do you nurture those connections, both online and face-to-face?

Social media has been an incredible way for us to connect with women all over the world. It lets us celebrate their stories, listen to feedback, and build genuine relationships. But nothing compares to those face-to-face moments. Whether it’s in-store, at events, or even when I bump into someone wearing FRANKIE4s, those conversations are priceless. As silly as it may sound, the second someone finds out I work for FRANKIE4, they make you feel like a celebrity! Their passion and love for the brand is electric. That’s why our Pop-Up events are my absolute favorites. The energy in the room when thousands of FRANKIE4 fans come together is so special. Watching women interact, complement each other, and share their own style recommendations - that’s the kind of community you simply can’t beat.

3. You’ve seen the FRANKIE4 journey from its earliest days. What’s been the most rewarding part of seeing the brand grow?

I’ve had the privilege of working for FRANKIE4’s founders, Al and Caroline, for 15 years now. For a long time, I worked in and managed their podiatry clinics, All Podiatry & The Shoe Co, and this was where the very first pair of FRANKIE4s was sold. I got to see first-hand the passion, hard work and energy they poured into building the brand that I now have the honour of leading. It gives me a deeper level of appreciation and drive to ensure its success. Watching FRANKIE4 grow from an idea into what it is today and seeing how a pair of shoes can genuinely change a woman’s life has been one of the most rewarding parts of my role. The impact our shoes have, and the incredible community of women, we lovingly call the FRANKIE4 Sisterhood, keeps me going every day.

4. Leadership can mean different things to different people. What qualities do you think are most essential to being a successful leader today?

For me, leadership comes down to trust and authenticity. You can’t (and shouldn’t) do everything yourself, which is why it’s so important to surround yourself with people who are aligned and doing the right thing. Leadership is about knowing your own strengths, empowering your team to use theirs, and creating the space for them to thrive. It’s also about being present and consistent. My direct team, and in fact the entire FRANKIE4 team, know what to expect from me, and I make sure I show up the same way every day. I believe deeply in FRANKIE4’s purpose and potential, and that belief drives how I show up and succeed as a leader in this business. If you’re not loving what you’re doing, or don’t believe in it wholeheartedly, you aren’t going to win.

5. Running a global business while raising three kids surely comes with its challenges. What’s the most important lesson you’ve learned about making it work?

My advice is to let go of unrealistic perfection, but stay true to your standards, and accept help when it’s offered. For a long time, I thought asking for help meant I wasn’t doing enough. The reality is, it makes you stronger and allows you to focus on what really matters. It’s also about protecting time for the things that bring balance - whether that’s exercise, family time, or simply a quiet moment offline to recharge.

My husband spent many years in the military, spending a lot of time away on deployments and postings to other states, while I stayed home to keep the kids’ lives consistent and continue focusing on my career. Now that he’s out of the military, he supports me in being able to give my all to this role, and I’m so grateful to have him by my side, making sure I have the time and space I need.

6. Time management is always a hot topic—what are your go-to strategies for making it all work?

I’m an early riser, and getting up before the rest of the house to fit in some exercise clears my head and sets the tone for the day. I like to plan where I can and keep myself disciplined with commitments, but I’ve also learned to be flexible when things don’t go to plan, which, often, they don’t.

For me, time management is about consistency, prioritizing, and following through on what you say you’ll do. I believe the only person responsible for their own time management and work-life balance is the individual. So, if I let things slip to the point where I can’t deliver, whether at work or something I’ve promised my kids, I need to own it and realign.

7. Who has inspired or mentored you most in your career, and what lessons have stayed with you?

Caroline, FRANKIE4’s founder, has always been a grounding force for me. She taught me the power of focus, the importance of saying no to distractions, and the value of investing time only in what truly aligns with you and what your goals are. I’ve seen her navigate some really heavy challenges while building a business, and her determination to stay true to her vision has been one of the greatest lessons in my own leadership. I know I set the tone for the business, and sometimes that means putting on a brave face, and always showing up for my team and the wider business – even when it is outside my comfort zone. It’s in those uncomfortable moments that I’ve learned and grown the most.

8. Looking ahead, what legacy do you hope to leave for your children—and for the FRANKIE4 community?

For my children, I hope to show them the value of hard work, unconditional love, and a sense of happiness that they are always in control of, the same things my mom instilled in me. Professionally, I’m proud that FRANKIE4 has made life better for so many women; whether through comfort or confidence. I hope that legacy continues long after me and it remains a brand known for helping women walk further, live fuller, and feel better.

9. And because we couldn’t resist asking… what’s your current go-to FRANKIE4 style and why?

On a recent work trip to Seattle, I packed two of my favorite styles from our After Dark Winter 2025 collection: Liberty in blac kand Axel II in chalk and eucalyptus . Axel was the ultimate travel companion; super comfortable on the long-haul flight and perfect for exploring the city after meetings. Liberty is effortlessly polished, so I wore them on repeat from back-to-back meetings straight through to dinners out. Between the two, I felt ready for everything the trip threw at me: it’s a real reflection of how we deliver comfort and style that actually keeps up with real life.

10. Can you describe a typical day in your life—from morning to evening?

My days usually start very early with a workout. It sets the tone, clears my head, and gives me an energy boost for the day ahead. My favorite workouts are the ones that really burn - there’s nothing like getting in a good sweat session.

Mornings in our house are busy. I have three primary school–aged kids, so the questions start straight away: have you got your lunch, your drink bottle, who has sport on today? If you know, you know.

Once I get into the office (and, to be honest, for many hours before that while running through morning tasks) it’s straight into catch-up mode. Our team in the US has already been online for hours, so messages and calls start flowing the moment we log on. What the day looks like really depends on the season or campaign we’re focused on as a business.

Our Director of Marketing and E-Commerce, Director of Retail, and Director of People and Culture all report directly to me, so I’m heavily involved in those functions. I really enjoy collaborating with the FRANKIE4 team and value their input immensely. Whether it’s reviewing an upcoming collection to make selections, contributing to a pitch deck for a potential new partner, thinking through the logistics of a sales event we’re planning, or preparing a presentation or report for our Board of Directors, every day brings something different, and I love being part of it all.

I also spend a lot of time with our COO, Bec Hovey, and CFO, Matt Martin. Together as an executive team, we guide the business to make sure we’re hitting our targets and moving forward. That means some days are filled with numbers, planning sessions, and analysing what we’ve done and what we need to do to stay successful in Australia, while also fuelling the rapid growth we’re seeing in the US - which is incredibly exciting.

Spending time face to face with our people is just as important to me. I like to be amongst it all, keeping a finger on the pulse of the business.

Late afternoons, if I am home in time, are spent running one of the kids to sport, then home for a family dinner. After that, it’s often back to the computer or on my phone to catch up on the hours I’ve just missed. I’d love to say I unwind with journaling, a quiet evening stroll, or an hour of meditation - but the reality is I go from busy and a little bit of chaos, to lights out, then back up early to do it all again. And honestly, that’s how I love it.

Real-Talk with Our Soleful Leader

Hilary’s journey reminds us that leadership doesn’t come from one big moment: it’s built in the everyday choices to lead with heart, empower others, and stay connected to community. Her vision continues to shape FRANKIE4 into more than a footwear brand, it’s a movement to change how women experience comfort and style in their everyday lives.

Step into the world of fashion and functionality with our curated collection of footwear blogs, where style meets comfort every step of the way.

Leading with Heart: A Conversation with Our Group CEO, Hilary McMillan

A Day in the Life and 10 Quick-Fire Questions with Hilary

1. You’re a CEO, a mum, and a fitness instructor. How do you stay grounded across all these roles?

2. FRANKIE4 has such a strong and loyal community. How do you nurture those connections, both online and face-to-face?

3. You’ve seen the FRANKIE4 journey from its earliest days. What’s been the most rewarding part of seeing the brand grow?

4. Leadership can mean different things to different people. What qualities do you think are most essential to being a successful leader today?

5. Running a global business while raising three kids surely comes with its challenges. What’s the most important lesson you’ve learned about making it work?

6. Time management is always a hot topic—what are your go-to strategies for making it all work?

7. Who has inspired or mentored you most in your career, and what lessons have stayed with you?

8. Looking ahead, what legacy do you hope to leave for your children—and for the FRANKIE4 community?

9. And because we couldn’t resist asking… what’s your current go-to FRANKIE4 style and why?

10. Can you describe a typical day in your life—from morning to evening?

Real-Talk with Our Soleful Leader

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