News Australia's content agency Suddenly has appointed four to its leadership team across growth, creative, operations and content.
Madison Lawler joins as business growth and strategy director, focusing on new revenue streams across the agency's social strategy, influencer integration and GEO offerings.
She previously served as head of squad at Mamamia, the publisher's internal content agency, building social-first brands and managing a team across sales, strategy and account service.
Melba Gounas joins as head of creative services, tasked with leading Suddenly's team of art directors, designers and creative specialists across digital, social, video and print.
Gounas brings senior creative leadership experience from VML, Taboo and Thinkerbell.
Michelle Rose and Jane Scott have both been promoted from content director roles into newly created leadership positions.
Rose steps into the role of head of operations, overseeing account service, workflow and delivery across the agency's client groups, while Scott becomes head of content, leading Suddenly's network of editors, journalists, writers and content producers.
The expanded leadership team also includes Jennifer Stokes, appointed retail media director in June to lead Suddenly's newly launched retail media division.
Stokes brings more than 20 years of experience in digital marketing and retail media, with previous senior roles at Cartology, Nexxen, Nova Entertainment and Fairfax.
Marie Lacey, general manager at Suddenly, said the appointments reflected a shifting market.
"The core rules of great branding haven't changed, but the way brands earn visibility has. Marketers need connected strategies across creative, content, social and search, not isolated teams working in parallel,” said Lacey.
“The more AI shapes discovery, the more human credibility matters. This leadership structure gives us the platform to operate at a different level: more strategic, more integrated and more valuable to our clients.
“This is a team built for where the industry is going.”
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