Felicia Dean

Felicia Dean is a proud Yorta Yorta woman, and a loving mother and grandmother. She is an accomplished business and community leader, who has spent her life working to support and empower First Nations people in Shepparton. Felicia’s work has always focused on creating opportunities for future generations and bringing long-term visions to life.

Felicia is known across Victoria for her leadership at the Rumbalara Aboriginal Cooperative (Rumbalara) and as the owner of The Connection function centre between Shepparton and Mooroopna. For Felicia, being at Rumbalara is more than a job, it is a cultural responsibility. She believes her role is about serving her people with honour, respect, and integrity. Growing up in Shepparton, Felicia learned the importance of showing up for community. Attending community meetings at her mother’s feet, she learned about leadership. She was raised to have aspirations for herself as well as others and she works hard to achieve them. Her leadership is humble and hopeful. Her door is always open, and she makes sure that she is visible and connected to community. She has a reputation for listening to people and responding to what people need. For Felicia, leadership is about having high expectations, and always showing up for people, for culture and community.

Having long-term aspirations and planning for success are hallmarks of Felicia’s leadership. Rumbalara provides many different services, including health, housing, aged care, youth support and family services. These services are delivered by community, for community, to empower people and inspire hope for the future. As the largest employer of First Nations staff in the region, Rumbalara is also a growing organisation that is focused on planning for the future.

Felicia is a powerful advocate for Yorta Yorta self-determination and Indigenous rights, who has shared her knowledge and experience across Victoria. Felicia has given evidence to the Yoorrook Justice Commission and parliamentary inquiries and is a board member of the Victorian Aboriginal Community Controlled Health Organisation. For more than 20 years, Felicia has volunteered with the Rumbalara Football Netball Club (RFNC) and she was recently inducted as a Life Member of the RFNC.

Felicia has always worked to create spaces where people feel supported and connected. She understands that community wellbeing is about more than just services. It is about having places to gather, share, and feel a sense of belonging. This caring and welcoming approach reflects her own values and leadership style.

For many years, Felicia has focused on creating work and training opportunities for young First Nations people in the region through her business and social enterprise The Connection. Getting your first job as a teenager can be difficult, and Felicia saw a need to build a pathway for young people to gain skills and experience that would open future employment opportunities. Through The Connection, Felicia created hospitality training programs that supported young people to build confidence in their abilities, gain financial independence and lay the stepping stones of their own careers.

One of the ways Felicia supports local self- determination is through sport and youth leadership. Her volunteering with RFNC over many years has helped young people build confidence and learn new skills through sport and new jobs. She believes employment creates strong families and healthier communities. Over time, she has seen people find jobs, build stable lives, and create better futures for their kids.

Culture is at the centre of everything Felicia does. She works closely with Elders and follows in the footsteps of Yorta Yorta leaders. She believes that celebrating culture helps communities stay strong. Felicia believes it is always important to fight for community. This is even more important when community experiences racism or other setbacks. She says that people need to know that you will stand up for them, and that you can never give up. Felicia says that she was taught that everyone has 2 hands. One hand is for giving. One hand is for receiving. But we must make sure that we use the strongest hand for giving.

Felicia believes that local businesses and new enterprises create jobs and pathways. At Rumbalara, she has supported a regenerative farming program. The program gives young Aboriginal men training in agriculture. It also creates opportunities to heal Country and return biodiversity to the region. Programs like this help young people build skills and pride in caring for Country.

Felicia Dean’s legacy is one of service, strength, and hope. She has led efforts to enhance services for First Nations people and communities. Felicia is also committed to true Indigenous self-determination. Her work in community and at Rumbalara is always about service to that aim. She works for a future where people have choices, connection to culture and are thriving. Her work empowers people, strengthens community, and honours past, present, and future generations.

Felicia’s legacy shines through her commitment to Rumbalara and the Yorta Yorta Nation. She has devoted over 25 years to Rumbalara and a lifetime to her community. Her leadership has helped Rumbalara become a one-stop shop for the community. She has touched the lives of many people, who have benefited from her high aspirations. Felicia believes her work is a cultural calling and an obligation. She says it is an honour to serve past, present and future generations with honour and integrity. Felicia sees her achievements as testament to the strength and power of Yorta Yorta people. She dedicates this award to her parents Bill and Rhonda Dean and daughters Tarlli and Dana. It’s because of them SHE CAN.