BREAKING: Independent creative agency alt/shift/ has just announced the promotion of four senior team members to new national leadership roles, reshaping its strategic direction. The agency is enhancing its national offerings with these pivotal appointments, effective immediately.
Alycia Jack steps into the newly created role of Head of PR, bringing her six years of experience to lead a social-first PR strategy. She will oversee high-profile clients such as Officeworks, Intrepid Travel, Bakers Delight, and the Dylan Alcott Foundation. Her promotion signals a significant shift in how alt/shift/ approaches public relations.
In addition, Damian Davitt will continue as Head of Social and Content, focusing on culturally relevant campaigns. With a robust portfolio that includes Boost Juice, TAC, Origin Energy, and Y Careers, Davitt is poised to enhance the agency’s social media presence.
Sophie Truter has been appointed Head of Integrated, a move that underscores alt/shift/’s commitment to comprehensive communication strategies. Meanwhile, Sofya Daroy transitions into the role of People, Performance and Culture Director, where she will manage performance and cultural strategies across the agency.
Elly Hewitt, co-founder and National CEO of alt/shift/, expressed enthusiasm over the promotions, stating, “There’s nothing more rewarding than watching brilliant people thrive.” She emphasized that these advancements are not just career milestones for the individuals but also crucial for the agency’s growth and client impact.
Daroy, who has been with alt/shift/ for nearly seven years, will also oversee creative-led integrated behavior change campaigns, collaborating with clients including TAC and the Victorian Department of Health. Her new leadership role is expected to enhance the agency’s cultural initiatives.
Hewitt added, “We couldn’t be prouder of our Shifties and what they bring to the agency every day.” The leadership changes are timely, as alt/shift/ continues to expand its influence in the competitive marketing landscape.
As these leaders take charge, the agency anticipates a surge in innovative campaigns that resonate with clients and audiences alike. The immediate focus will be on delivering impactful work that meets the needs of their diverse clientele, ensuring alt/shift/ remains at the forefront of creative communications.
Stay tuned for more updates on how these leadership changes will shape the future of alt/shift/. This is a developing story, and further announcements are expected.
