Perry Henderson

“I love the Central Coast because of the people, and the relaxed and affordable lifestyle that it offers.”

Perry Henderson is the proud millennial mastermind behind Missing Link Social Media – a social media agency that he started from his mother’s apartment in Terrigal when he was just 24 years old.

Fast forward six years, and a lot has changed: Perry lives in Mardi with his wife, Lisa, and two children, Isla, four, and Jaxon, two. His business is now based in the Central Coast Mariners Business Centre in Tuggerah – named after the football team that happen to be one of his agency’s biggest clients – where he employs four staff members. Just as you’d expect from most modern digital agencies, the team have creative break out areas, including a table tennis room, where they bounce around ideas. Working hours and locations are flexible, and Perry encourages his team to practice self care.But, life wasn’t always as prosperous.

Before the age of 14, Perry lived in 14 rental homes in low social economic suburbs of Newcastle. His parents separated when he was young and money was tight. Perry says that living in rough circumstances taught him important lessons about money and drove his ambition to succeed. Perry moved to the Central Coast in year eight with his dad and brother and says that he has never looked back. “The contrast of lifestyle really makes me appreciate the Central Coast region and the people in it,” he said.
Perry studied a Bachelor of Business degree at the University of Newcastle, Central Coast Campus. As part of a University exchange program, he got the rare opportunity to complete a social media marketing course at Michigan State University in the US and subsequently topped the class. Recognising his calling, in 2012, Perry went on to establish a dedicated social media agency, Missing Link Social Media.

Within his first year in business, Perry’s partner Lisa fell pregnant and his brother Miles, who was battling a debilitating and terminal illness called neurofibromatosis type 2 (NF2), regressed. He then faced the ultimate decision: play it safe and take a full-time job in Sydney to support his family, or risk it and continue to follow his dream of building a social media agency. His brother's fighting courage inspired him to follow the latter.

Despite no savings, two maxed-out credit cards, piling debt and a baby on the way, Perry found a home in Copacabana and his business kept growing.

In April 2016, in the same month that his second child arrived, Perry lost his brother Miles to NF2. This loss put enormous pressure on his business but, thanks to the support of his family and the community, Perry worked through it.

“When I look at my life so far, I realise how lucky I’ve been,” he said. “Even in times of adversity, I had faith—life was working for me. I’m grateful to have experienced so much as, otherwise, I wouldn't be where I am today. I have strong relationships and a solid perspective on life's challenges. I also get to do what I love every day – helping businesses tell their story and grow.”

Perry says that the biggest change that he’s seen in business over the last six years is that more locals are stepping out of their comfort zone to create compelling content. “Entrepreneurs on the Coast must innovate to attract the best talent and create opportunities for young people,” he said. “We’re fostering a strong culture of innovation, and it’s exciting to be part of it.”

Missing Link Social Media has worked with an impressive client list of local, national and international brands including Central Coast Mariners, Spartan Race, The Australian College of Sport, AAA Auto in Europe and Jim’s Mowing (AU, NZ, CA). The team has also partnered on large campaigns with entertainment giant Lionsgate, including The Hunger Games Exhibition in Sydney last year.

Visit the Missing Link Social Media website to learn more about Perry’s approach to social media. Or, to learn social media tips and tricks for your business, follow the Facebook page.


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