Hayley Waller
The Guardian has appointed Hayley Waller as head of Guardian Labs in Australia.
Waller joins the publisher with experience across media, content and commercial leadership roles in both Australia and the UK.
Prior to joining the Guardian, Waller held a commercial leadership role at oOh!media.
She has also held senior positions including head of digital audio at Nine Entertainment and head of brand partnerships at JOE Media in the UK.
In her new role, Waller will lead Guardian Labs, the Guardian’s branded content and creative division.
“The advertising market is increasingly rewarding organisations that can build genuine relationships with audiences, not simply capture attention,” said Rebecca Costello, managing director of the Guardian in Australia and New Zealand.
“As audiences spend more time across fragmented digital environments, trust has become one of the most valuable assets in media, for publishers and for brands alike.
“Guardian Labs is an important part of how we respond to that shift. We see a significant opportunity to help brands participate in the trusted relationships we have built with audiences through thoughtful, high-quality storytelling.”
Waller will report to Danika Johnston, the Guardian’s director of commercial partnerships for Australia.
Johnston said Waller brought a unique set of capabilities to the role.
“Her leadership will drive our creative excellence through content and storytelling, find innovative and brave ways to deliver real impact and proof points for our advertisers and partners, and bring audience intelligence and data into every campaign we deliver,” said Johnston.
Hayley Waller said the new role was an exciting opportunity.
"I'm looking forward to working with the team to create impactful storytelling solutions for clients, while continuing to elevate the role that quality content can play in delivering meaningful business outcomes."
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