Special has appointed Maddie Marovino to the newly created role of national head of social.
In the new role, Marovino will lead Special’s social capability nationally, focusing on culturally relevant ideas and content designed to help brands appear more meaningfully across fast-moving social environments.
Marovino’s past experiences
Marovino joins Special from Hello, where she spent five years as director of client experience, leading integrated work.
Across a 15-year career spanning start-ups, scale-ups and global brands, she has worked with clients including Uber, Uber Eats, Air Canada, Unilever, Johnson & Johnson, McDonald’s and Harley-Davidson.
Marovino will work across the agency’s broader creative ecosystem, with social positioned as a connecting layer between creative, media, experience, PR and influencer activity.
Managing director comments
According to Special, the role is intended to strengthen how ideas move across channels while keeping audience behaviour central to campaign development.
Alex Bryant
Alex Bryant, managing director of Special PR Australia, said Marovino’s background made her a strong fit for the independent agency model.
“It’s not every day you meet someone of Maddie’s calibre. Her start-up background gives her the hustle and nimbleness that thrives at an independent agency, while her global and local experience and strong industry partnerships will help expand our agency’s social capability, unlocking new opportunities for clients and driving earned-led connectivity across the business,” Bryant said.
Social-first thinking across campaigns
Working alongside Special’s creative, strategy, and production teams, Marovino will oversee national social output while growing the agency’s social specialist team.
The agency said she will also be responsible for championing social-first thinking across campaigns, ensuring cultural insight translates into ideas and work that cut through.
Marovino said the role comes at a time when social increasingly shapes how campaigns are built and experienced.
“I’m incredibly excited to join the team at Special and further integrate social firepower into everything we do – from insight and idea through to execution and impact. In a landscape where the consumer journey is increasingly fragmented, social can be both the spark and the glue,” she said.
Top Image: Maddie Marovino