Melbourne-based women founders community One Roof has appointed Frances Goh as CEO. Goh will be replacing founder Sheree Rubinstein.
Rubinstein said the transition, after nearly a decade at the helm, follows months of deliberation on the company’s future, after it evolved from a women-focused co-working space into a national digital membership community for women entrepreneurs and business owners.
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“Frances has been my right hand through One Roof’s biggest pivots and is the living, breathing embodiment of our mission,” she said.
“I feel incredibly proud that this community will continue to grow under her leadership, and I couldn’t imagine a better person to carry the legacy forward.”
Rubinstein, pregnant with her third child, recently joined Australian telehealth provider Hellomello as general manager to focus on women’s health. She will remain closely involved with One Roof as an advisor.
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Goh has been head of community and growth for five years.
“One Roof and this community of women mean the world to me,” she said.
“I joined at a time when so many founders were craving a village to build their business alongside. I believe there is nothing more powerful than women designing their own lives and owning the companies that shape our economy. I’m deeply honoured to lead One Roof into its next chapter.”
In the wake of the pandemic, One Roof transformed into a national network of women entrepreneurs through curated connections, online education, masterclasses and in-person meetups, with Goh overseeing the digital transformation, launching initiatives such as the Startup Women Summit and the One Roof Women’s National Conference.
Meanwhile, she’s also the entrepreneur-in-residence at edtech company HEX, and was recognised as one of Victoria’s Top 50 Young Entrepreneurs and Australia’s Top 250 Young Entrepreneurs in 2025.
“For years I’ve sat at the intersection of founders, investors, educators and ecosystem builders,” Goh said.
“What excites me about this role is the chance to turn all of that into a clear, practical pathway for women at every stage of the journey, from ‘I have an idea’ through to raising capital and scaling globally.”
One Roof recently announced it will assume stewardship of SBE Australia’s early-stage programs Explore and Evolve, as part of a strategic alliance with scale-up advisory and capital firm March Collective.
Under the collaboration, One Roof will focus on early-stage and community, while March Collective supports scale-ups through strategic advice and capital raise support, building on SBE’s decade-long legacy backing women founders.
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The move comes at a time of heightened scrutiny over support for women founders, especially in the wake of Victoria scrapping its standalone startup agency LaunchVic, which ran a women-founder-focused co-investment fund.
Goh said she plans to focus on expanding One Roof’s national footprint, deepening its membership offering, and strengthening pathways into capital, advisory and global networks for women-led ventures.
“One Roof and this incredible community of women mean the absolute world to me,” Goh said.
“I joined during a time of big transition, not only for the business but also for so many women who were craving a village to build their business alongside,” she said.
“I believe there is nothing more powerful or game-changing than supporting women to build their own businesses, design their own lives and have true autonomy in their careers. I am beyond grateful to carry forward the legacy that Sheree has created.”
Rubinstein says she’ll cheer from the sidelines.
“One Roof has always been about women walking alongside each other,” she said.
“This transition doesn’t change that. Frances has been leading from within the community for a long time. Making her CEO is really just acknowledging what so many of us have already seen, that she’s the right person to carry One Roof into its next chapter.”
This article was first published by Startup Daily.
