Reddit appoints Cassie Gilbert as ANZ director amid advertiser growth

Reddit has appointed Cassie Gilbert as Director of ANZ as the platform expands its Australian operation following a 43% increase in active advertisers over the past 12 months.

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Gilbert will lead Reddit’s local business across Australia and New Zealand, with a focus on agency partnerships and advertiser growth.

Australia is now one of Reddit’s top five global markets, with the company reporting around 11,000 new sign-ups each day.

Reddit expands Australian operation

The appointment comes five years after Reddit established a local presence in Australia.

The company has tripled its Australian headcount over the past year and opened a new Sydney CBD headquarters, with its local operation spanning sales, measurement, creative and marketing.

Brands advertising on the platform include Optus, Queensland Police, Mecca and AHM.

Reddit also said its research found 56% of Australian Reddit users use the platform for brand discovery.

“Over the past two years, I’ve seen Australians actively embracing Reddit as a place to connect, share, and build community,” Gilbert said.

“In my new role, I’m committed to leading our next chapter by helping agencies and advertisers tap into Reddit’s high-intent communities to build relevance, earn trust, and drive results. We’ll give our partners the tools, support, and local insights they need to succeed.”

Building the local advertising business

Gilbert has previously worked with Pinterest and Spotify as the companies expanded into the Australian market.

She will work alongside Reddit’s Australian team, which includes Ryan Day, Head of LCS Sales in Australia.

“I’ve been with Reddit in Australia since we launched, and I’ve watched the conversation around the platform change, from being seen as a collection of passionate communities to being recognised as a powerful source of culture, insight and influence,” Day said.

“That shift, driven by the depth and engagement of Australia’s communities, is what makes our growth here so meaningful and the market so strategically valuable.”