Suddenly expands leadership team amid AI-driven shift in brand discovery

News Australia content agency Suddenly has expanded its senior leadership team with a series of appointments and promotions as it positions the business for growing demand in AI-driven search, content and retail media.

The restructure adds senior roles across business growth, creative services, operations and content, with the agency saying it is building a more integrated offering spanning content, social, search and retail media.

Leadership appointments

Madison Lawler has joined as Business Growth and Strategy Director, where she will focus on new revenue streams across social strategy, influencer integration and GEO offerings. She joins from Mamamia, where she was Head of Squad and led the publisher's internal content agency.

Melba Gounas has been appointed Head of Creative Services, leading Suddenly's creative team across digital, social, video and print. She previously held senior creative roles at VML, Taboo and Thinkerbell.

Michelle Rose has been promoted to Head of Operations, overseeing account service, workflow and delivery, while Jane Scott has been promoted to Head of Content, leading the agency's editorial and content production teams.

Jennifer Stokes, who joined the agency in June as Retail Media Director, completes the expanded leadership team. She previously held senior roles at Cartology, Nexxen, Nova Entertainment and Fairfax.

AI driving integration

Suddenly General Manager Marie Lacey said marketers increasingly require integrated strategies as AI changes how brands are discovered.

"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. 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."

Suddenly works with brands including BWS, Chemist Warehouse, Youi and The Good Guys.