Mass Spec Down Under – Part 3: with Michael Sinden

International Mass Spectrometry Conference (IMSC) 2024 is set to take place in Melbourne, Australia, on August 17–23, 2024. In the leadup to the show, we’ll be chatting with some of the organizers and expert speakers to find out more about their research passions, what they’re most looking forward to at the show, and why you’ll want to seriously consider making the trip “Down Under” in August.

Here, we speak with Michael Sinden, IMSC 2024 Executive Committee member; and Head of Brand and Marketing, and part of the Executive Leadership team, at IonOpticks – another Melbourne local – about the growing mass spectrometry community in the Oceania region and why you might want to consider taking a day to visit Victoria’s wine region – the Yarra Valley… 

Who are IonOpticks?
 

Founded in 2017 in Melbourne, Australia, IonOpticks specializes in the development and manufacturing of advanced chromatography columns for liquid chromatography-mass spectrometry (LC-MS). With a particular focus on proteomics, our products are known for their nanoZero high-pressure fittings and integrated emitters that eliminate pre- and post-column dead volume, enhancing the sensitivity, reproducibility and longevity of LC-MS analyses in a simple plug-and-play format. 

Our mission is simple: advance human health research by democratizing high-performance chromatography and make class-leading technology accessible to labs worldwide. We aim to empower researchers with world-leading chromatographic tools that power advanced scientific discovery – without the cost and complexity barriers.

Why did you decide to help with IMSC this year? 
 

I decided to get involved with IMSC this year for a few reasons that hit close to home for me – professionally and personally. As someone who has been part of this industry for a while now, I know how much time, effort, and money goes into these events. Exhibitors not only spend a lot to set up their booths and campaigns around their activities, but also bring out whole teams hoping to get the most out of the event. It’s really important to me that these events run smoothly so everyone can make a good impression and hopefully see a great return on their investment.

My own experiences and skills from previous big events seemed like a perfect fit to help make sure IMSC goes well. I felt I could really contribute to making the event successful and ensuring that all the participants had the best chance to show what they’re all about and connect with the right people. Also, over the years, I’ve received so much help and support from similar event committees. It felt like the right time for me to get involved and do the same for others.

What are you most looking forward to at IMSC 2024? 
 

I will let my scientific peers on the committee speak to the comprehensive IMSC program, but there’s so much I’m looking forward to – a couple of things stand out for me as a non-scientist. First off, there’s nothing quite like seeing a project you’ve poured your heart into take shape before your eyes. I’ve had a big hand in everything visual about this year’s event – from the logo and color choices to the overall design themes. It’s going to be amazing to walk into the world's first fully green-certified conference venue and see all those elements come together in real life.

I’m also really excited about the Innovation Stage. It’s a really cool part of IMSC each time it’s run, where sponsors and exhibitors can show off their newest products in a fun and lively environment. I’ve been involved in the stage design and making sure it fits perfectly with the upbeat, dynamic vibe we’re going for this year. It’s placed right in the heart of the action, in the sponsors' area, which should add an interesting twist with all the energy of great lighting, sound, and a crowd that’s engaged.

IMSC is in Melbourne this year, my hometown. I’m excited about the opportunity to help put together something world-class right here where I live, and show off not just the local talent from the famous Parkville Health and Research Precinct, but also our amazing city and its unique vibe. The “world’s most livable city” title has been awarded to us one too many times to ignore (six years in a row, I think) – so I want to help bring as many people to this place as I can.

Let’s talk about the location for IMSC 2024… Any tips for visitors? 
 

I would be very confident that Gavin has already shared with you a long list of Melbourne’s hotspots, but I would urge anyone staying on after the conference to check out Victoria’s wine region – the Yarra Valley. This region is world-famous – in a big way. Some of the best wine makers on the planet have their vineyards in the Yarra Valley and it is only about one hour from the city. Given the conference is in August, in the height of our winter, the Yarra Valley region is really stunning – and most of the restaurants, cellar doors, and tasting rooms have an open fire and enormous floor to ceiling glass walls to look out across the rolling hills.

What’s your favorite thing about Melbourne?
 

Three words: coffee, art, culture. Melbourne is known for it. We have a really diverse culture and history. Our coffee is world famous (and most will know that because we go on and on about it while abroad). It all stems from the early immigration of the Italians and Greeks in the 1950’s after WW2 – and they brought their coffee and food with them. Add to that the growing interest in the city and the beautiful influx of ethnic migration we see today, and it’s hard to ignore the fact that any culinary experience you desire, you’ll find. I’ve lived here my entire life – though I’ve traveled extensively – and I’m still of the firm view that there’s no place like Melbourne. 

Is there anything exhibitors or companies in particular should know? 
 

I feel like most exhibitors involved in this conference have, like myself, done many of these before. So there isn’t anything in particular that I’m not confident they’re already across. But I will say for everyone joining us this year that embracing our sustainability theme is really important to us. We’ve put a lot of effort into making eco-friendly choices where we can – like choosing recyclable products, sourcing materials responsibly, reducing paper use, and focusing on digital-first formats. We’d love for companies and those exhibiting to do the same at their booths. Think about using merchandise that can be reused or recycled, and try to steer clear of single-use plastics that just end up in landfill.

We also have some fantastic speakers and engaging workshops lined up. It’d be great if you could help spread the word through your networks. Sharing info about these events not only helps promote an educational outcome for the conference but also shows you’re involved and supportive of our collective learning goals. Any support in this way can really help make these sessions a hit and add to the overall success of this event.

How would you characterize the strength of the Oceania region’s mass spectrometry community?
 

The mass spec community in Asia and Australasia is starting to really lead in innovation on the global stage. There's a lot of excitement around the growth in this region, driven by some serious investment from both government and private sectors. The Australian Government is very active in getting money into the field, and similarly in places like China, Japan, and South Korea. Having recently been to HUPO in both Singapore and Busan, it’s clear to us that these investments are beginning to boost research capabilities massively - and it’s helping to showcase this region as a pioneer of so many new methods. 

On the practical side, mass spec has really cemented its place in a number of important industries. Whether it’s in pharmaceutical companies in Japan optimizing it to make drugs safer and more effective or in Australian agriculture where it’s ensuring the food we eat is the best it can be, its impact is everywhere. And you’ll see a number of these themes presented at the conference this year.

Top spots like the University of Tokyo, the Walter and Eliza Hall Institute, and Monash University in Melbourne are not just pioneering some pretty unbelievable new research – there’s also an ever-increasing amount of collaborative work with international partners and industry to keep improving the technology for everyone.

The community is also pretty tight-knit, in my experience. We’ve got loads of conferences and smaller satellite events and workshops where researchers from different places and fields come together to swap ideas and team up on projects. It’s a great way to stay connected and push the field forward together.

What’s definitely worth mentioning is a growing interest in democratizing the field. There are a growing number of courses and training programs available that aim to train up the next generation of mass spec experts, and there is a steady stream of products coming out the region that aim to improve access and affordability. This area is of particular interest to me because it’s actually one of the core missions of IonOpticks - and no matter where this democratization happens, it ensures that the field keeps growing and the technology is accessible to everyone, which both attract new talent with fresh ideas.

Finally, could you share a little about your background? 
 

I’ve dedicated my career to understanding and influencing strategic design, branding, and communications across several industries including health, STEM, government, and commercial sectors. Initially the Creative Director as we got IonOpticks off the ground, I’m now the Head of Brand and am proud to have been involved from the company’s inception. Across all the roles I’ve held in my career to date, I’ve always tried to craft stories that engage, inspire, and bring about real change.

I needed to manifest real change in my own life too. The start of my career was varied and quite protracted. I struggled quite a bit financially in my early 20s, having to live on my own from quite a young age and become very quickly self-sufficient. It wasn’t easy and I wasn’t ready. Instant ramen featured quite heavily in my weekly meal planning. But I eventually managed to save enough money to send myself to design school, learning graphic design, digital, strategic communications and media – something I had always been interested in pursuing and was proud to be able to do by myself. In some of my first real roles as a graphic designer and communications specialist, I saw firsthand the value in clear and impactful narratives, and have been lucky enough to observe how this has been achieved across broad, and sometimes competing, industry.

Although I will never forget the seriousness and anxiety of those early moments, I often joke now about all the different jobs I had over the years – from medical radiology to government health planning, criminal justice to social and community housing management. It’s been a complex but rewarding track for me – and at times, I’ve had to ask myself to “pick a lane and stay in it.” But the reality is, the diversity of roles and fields I’ve worked in has fast-tracked my experience and put me in great position to add value in any industry – and engage authentically with the communities that surround them. 

Fast forward to today, all this experience has culminated in the scaffolding I’ve used to guide IonOpticks through the fiercely competitive scientific landscape. My mission – no matter who I’ve worked for – was to build brands that not only stood out but also set new standards within the industry. For example, though our marketing strategies at IonOpticks were initially seen as unconventional, they now lead the way, prompting many to revisit and revise their own. While I’m sure we can’t call ourselves the catalyst, I believe we’ve had heavy influence in reshaping how advancements in this industry are communicated, and it’s great to take a step back to see how I’ve been able to elevate IonOpticks’ brand presence to what it is today.

The bottom line: I love my job. Every day, I get to blend creativity with strategic thinking to develop and consistently elevate a brand that has proven to resonate so deeply within our scientific community and beyond. To me, it’s more than just promoting our products – it’s connecting their purpose and impact with the everyday lives of the people who use them. 

My lifelong interest in science and tech really drives my ambition for IonOpticks. I firmly believe that our work can significantly improve health outcomes worldwide and, importantly, within our lifetimes. I will always continue to challenge the conventional thinking in our field, aiming to inject more personality and energy into our brands. Be brave. Be bold. Be forever curious. That’s science.

^{Images credit: Supplied by Interviewee}

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