Honeycomb Strategy has appointed Lyla Thorn to the newly created role of marketing and content manager, as the consultancy looks to expand its industry profile and accelerate growth initiatives.
Thorn will work closely with founder Renata Freund and operations director Jac Nguyen to strengthen Honeycomb’s brand positioning and communications. She brings nearly 10 years of experience across agency, consultancy, and freelance work, most recently spending two years in South Korea as a social media strategist and graphic designer with Gunther Consulting. Prior to that, she was senior marketing executive at ICON.
Recognised as one of Australia’s top 10 social media directors, Thorn also completed AWARD School this year, where she was named the online winner for the radio brief and featured on “the wall” twice. Her background blends marketing and design, giving her experience at the intersection of creativity and strategy.
Freund said Thorn’s appointment comes at a pivotal time for the eight-year-old consultancy: “We no longer want to be the industry’s best-kept secret. Lyla’s marketing expertise and creative energy will be instrumental in driving our growth strategy forward. Having a dedicated resource in this space is already enabling us to deliver on initiatives we’ve been eager to launch for some time.”
Freund added that Honeycomb continues to invest in proprietary AI tools that combine behavioural science with technology: “Our suite of AI-powered solutions enables us to deliver sharper insights to our clients, surfacing the answers that traditional research often misses.”
Commenting on her appointment, Thorn said: “I’m thrilled to be joining Honeycomb Strategy, a workplace that truly puts people first. From day one, the team has given me such a warm welcome. I’m excited to apply my creative and strategic skills to strengthen Honeycomb’s brand and help share our story with the wider industry.”
The appointment follows a period of momentum for Honeycomb, which recently presented its Digital Insights Series keynote at iMedia’s Future of Marketing Summit. The presentation shared findings from the consultancy’s self-funded Science of Loyalty study on behaviourally informed loyalty programs, which will be released shortly. Earlier this year, Honeycomb also hosted its Behavioural Science Masterclass, equipping 20 senior marketing and insights leaders with practical tools to apply to their strategies.
Founded in 2017, Honeycomb Strategy combines market research, behavioural science and AI to support leading brands on product-market fit, go-to-market and brand strategy challenges. The consultancy has been recognised as one of The Australian’s Top 10 Best Places to Work (Small Organisation and Ethnic Minorities) 2025, and was a Research Agency of the Year finalist at the B&T Awards in 2022 and 2023.
Top image: Lyla Thorn