In May’s edition of Urban Scrawl, we were delighted to sit down with Martina Crowley, Perth Managing Partner at PwC Australia. Originally from Ireland, Martina moved to Perth more than 30 years ago and quickly fell in love with the people, the lifestyle and the sense of possibility the city offered.
Today, she brings a globally informed perspective to Perth’s future, shaped by leadership across business, sport and community.
When you moved here from Ireland, what made you fall in love with Perth?
I arrived in Perth as a backpacker 30 years ago and fell for the people first; they were warm, welcoming and up for a chat, which felt very familiar to an Irish girl. The beaches were a very close second: Cottesloe, City Beach, Trigg and, of course, every beach on Rottnest. It’s also been fantastic to see the Irish community here continue to thrive over the years.
You work closely with private businesses and family enterprises — what’s one thing that Perth could do better as a business community?
Perth has done an extraordinary job creating wealth through resources, and many families have benefited from that. But if we want to be truly future-ready, we need to be bolder about diversification by backing innovation, entrepreneurship and high-value industries alongside mining. The Committee for Perth vision talks about moving from a “resources city” to a more “resourceful one,” with a more diversified, resilient economy powered by innovation and collaboration, and I think that’s exactly the mindset we need.
What is your go-to coffee or tea spot?
The best coffee spot is the PwC office at Brookfield Place, partly because the coffee is excellent, and partly because it’s free for our 500+ people, which never hurts. There’s something about a barista-made coffee first thing in the morning that gets people into the office, chatting with colleagues and starting the day with real energy. The buzz is palpable, and frankly, so is the caffeine.
As a WA Football Commissioner, what is one thing you have learnt on the field that has helped you with community engagement?
Footy constantly reminds me that community is built through belonging. In WA we have around 90,000 registered players, 1,500 games played every weekend during the season, and another 200,000 people involved through volunteering, umpiring and family support. That’s not just a sport; that’s a living, breathing community. What I’ve learnt is that the broader and more inclusive your offering, the stronger your community becomes.
What is your favourite way to wind down before or after work?
I’m definitely a morning person, so my favourite way to reset is reformer Pilates at 6am, three times a week, from the depths of winter right through to those brilliant summer mornings. It’s my way of taking time for myself before the day gets busy. It’s equal parts self-care and survival strategy.
What does your favourite weekend in Perth look like?
In winter, it’s all about football; AFL, WAFL and my son’s PFL games, which makes for a pretty happy weekend in our house. In summer, I become much more social and love trying new places around town. This year, my local favourite has definitely been Bert’s at City Beach. It’s hard to beat dinner with my family and a Perth sunset.
Which international city inspires you the most and why?
I love so many cities in Europe. Paris, Rome and London all have their magic but if I’m honest, Cork wins every time. It’s my hometown, my mum is there, and that gives it a very unfair advantage. Sometimes the most inspiring place is simply the one that feels like home.