Riding the Wave to a Dream Job at Volcom

Beach life is the best life for ICMS alumna Phoebe Butler, who has turned that passion into a dream career at Volcom AUS/NZ, one of the most iconic surf brands in the world.

From landing a role as Product and Merchandise Coordinator in 2023, Phoebe was promoted in December last year to Product Developer, a role that perfectly aligns with her love for surf fashion and her business acumen.

Growing up in Newcastle and attending Kotara High School, she spent her days soaking up the sun and falling in love with surf culture and fashion.  

“It’s honestly surreal,” Phoebe says.  

“I grew up loving surf fashion, and now I get to work for a brand I’ve admired for years. It’s a pinch-me moment every day.” 

The ICMS Experience: A Foundation for Success

Phoebe’s journey to Volcom began at ICMS where she studied a Bachelor of Business (International Tourism), graduating in 2018.  

Drawn to the college’s stunning Northern Beaches Campus overlooking Manly, “right on the beach,” Phoebe found the perfect blend of academics and lifestyle. 

“I lived on campus in the castle during my first year, and it was such a simple, happy life,” she recalls.  

“I’d wake up, go to the beach, head to class, take an afternoon nap, and then hit the beach again. It was paradise.” 

While the beach was a big draw, ICMS also provided Phoebe with the skills and knowledge she needed to thrive in the business world.  

She particularly loved the marketing electives, which she says were her favorite and most relevant to her current role.  

“The business component laid the foundation,” she explains.  

“It gave me the overall knowledge about how brands work, and when combined with my love for surf fashion, it was the perfect mix.” 

A Standout Industry Placement

One of the highlights of Phoebe’s time at ICMS was her nine-month Work Integrated Learning (WIL) professional placement at BridgeClimb Sydney, where she worked as a Customer Service Specialist.  

The role was a crash course in professionalism and customer experience, and it also  included some unforgettable moments, like participating in the Anzac Day sunrise climb. 

“BridgeClimb was such an incredible experience,” Phoebe says. “I learned so much about balancing work and life, which is something I still prioritize today. Plus, it was amazing to be part of such a globally recognised business.” 

Her placement also helped her develop skills she still uses in her role at Volcom, particularly when it comes to communication and stakeholder management.  

“Even though my current role is more casual in terms of communication, I still find myself using the professional writing and language skills I learned at BridgeClimb,” she notes. 

Climbing the Surf Fashion Ladder

Phoebe’s path to Volcom wasn’t a straight line, but it was always guided by her love for the surf industry.  

While studying at ICMS, she worked casually at a local surf shop, which she describes as a dream job for someone who grew up at the beach.  

After her placement at BridgeClimb, she returned to the surf world, eventually managing a Rusty store and even contributing product concepts to the brand’s head office. 

“I didn’t have any fashion qualifications at the time, just my business degree from ICMS, but that was enough to get my foot in the door,” Phoebe says.  

“It was so awesome to see concepts I came up with turn into actual products in-store.” 

When a role at Volcom’s head office opened up, Phoebe jumped at the chance.  

“I knew my background in business and my experience in the surf industry would help me, even though I didn’t have formal fashion qualifications,” she says.  

“After multiple interviews, I got the job, and I’ve never looked back.” 

A Day in the Life at Volcom

As Product and Merchandise Coordinator, Phoebe’s role is as dynamic as the waves she grew up loving.  

From market research and forecasting to fabric approvals and photoshoot prep, no two days are the same.  

“We work a year in advance, so right now we’re planning for Spring 2026,” she laughs.  

“I never know what year it really is anymore.” 

The job also comes with some incredible perks, like attending Volcom events.  

Her favorite?  

A boat party on Sydney Harbour called “Beer’a’dise,” complete with live bands and a floating skate ramp.  

“It was a never-forget kind of time,” she says. 

Advice for Future Graduates

For those dreaming of a career in the surf or fashion industry, Phoebe has one key piece of advice: “Don’t expect to start at the top. Do what you love and take it day by day. Every day you show up is a step in the right direction.” 

Looking back, Phoebe credits ICMS with shaping her career and her life.  

“Studying at ICMS changed everything for me,” she says.  

“It gave me the skills, the confidence, and the opportunities to turn my passion into a career. I’m so grateful for the experience.” 

From the beach to the boardroom at Volcom, Phoebe Butler proves that passion and persistence can lead to incredible opportunities. 

Bonus: Watch below for a glimpse of the beach life students enjoy at ICMS.

@icmscampus Studying in Manly @ ICMS 🩵🏰 #study #australia #manly #beach #beaches #icms #studyabroad #bachelor #summer #winter #allyearound ♬ Christmas Kids – Roar