Alpha Digital has bolstered its senior ranks with the addition of Tim Harper-Russell as head of growth and Nathan Fraser as head of product.
The Brisbane-based agency, which was acquired by ASX-listed XPON Technologies last year, said the hires mark a new phase of transformation as it looks to modernise its marketing and customer experience offering.
Two decades of experienced veterans
Fraser joins Alpha Digital after nine years at OMD, most recently serving as managing partner. Across a 20-year career, he has worked with clients including Super Retail Group, Amart, Village Roadshow and the Australian Labor Party.
In his newly revived role as head of product, Fraser will champion delivery excellence and streamline Alpha’s services under a single, values-based model.
“After spending most of my career in Hold Co agencies, I knew I didn’t want to throw myself into something new, without being sure it aligns with where I want to go next,” Fraser said.
“Alpha’s team, its philosophy and potential, is setting a new benchmark for brand services in Australia, and I’m excited to help expand it and contribute to the next evolution of the agency”.
Harper-Russell brings more than 20 years of media experience, including 15 years across Dentsu and WPP agencies.
His client portfolio spans tourism and travel (AirAsia, Tourism Whitsundays), retail (Super Retail Group, Amart Furniture), QSR (Domino’s) and the not-for-profit sector (Bond University).
He will now lead business development at Alpha Digital, a function previously overseen by CEO Matt Cooper.
“Alpha Digital is one of the longest running indie agencies in the space, and when Matt explained his vision for what comes next, I had to be a part of it,” Harper-Russell said.
“Alpha is building something unique in media, with a curiosity I’ve not seen displayed by a whole team before, backed by a listed business revolutionising modern marketing, what’s not to love?”
Positioning for AI-led growth
The appointments come nearly a year after Alpha Digital was acquired by XPON Technologies as part of XPON’s broader M&A strategy to unite complementary businesses leveraging its AI-powered marketing suite.
XPON’s offering includes its customer data platform, Wondaris, which predicts customer behaviour and enables tailored marketing responses at scale.
One equals three
Cooper told Mediaweek that both leaders joined at a pivotal moment for the agency.
“Both leaders join at an exciting time, as we continue to modernise marketing and customer experience,” Cooper said.
“Hiring both Tim and Nathan has been a real leadership shift, and the energy they’ve brought already is fantastic. The way they bounce off each other is exactly what Alpha needs for this next phase. It’s one of those rare moments where one plus one genuinely equals three.”
‘A new kind of agency’
Cooper added that the partnership with XPON positions Alpha at the centre of a connected marketing ecosystem.
“Alpha is transforming, shaping a new kind of agency, one that pioneers future-proofing tech for brands.
Cooper said even though it’s a small agency, the balance of experience, agility, and technology is what sets them apart.
“We also have enterprise-level AI, analytics and cloud capability with Expon. That combination doesn’t really exist anywhere else in the Australian market,” He said.
“We’ve seen how XPON’s emerging technologies are already empowering both marketing performance and client growth, and their impact on bottom lines. The partnership positions Alpha at the forefront of XPON’s ambition to build a modern, connected marketing group, a mini Hold Co with Alpha remaining agile at the centre.”
Alpha Digital celebrates its 15th anniversary on 4 May this year.
Top Image: Nathan Fraser, Matt Cooper, Tim Harper-Russell