CulturalPulse appoints Tim Kirby as chief commercial officer to drive next phase of growth

Independent multicultural agency CulturalPulse has strengthened its leadership team, appointing Tim Kirby as chief commercial officer to help scale its commercial and strategic footprint.

Kirby, the founder of Galore Creative and former managing director of Naked Communications, joins as the agency responds to growing demand from brands looking to better engage with Australia’s increasingly diverse population. He will work alongside chief operating officer Karissa Fletcher, who steps formally into the role, and CEO Reg Raghavan to deepen agency and media partnerships.

Founded in 2010, CulturalPulse works with brands such as CommBank, TEG-Qudos Bank Arena, ANZ, FIFA Women’s World Cup, AFL, Meat & Livestock Australia, and Stan, helping clients reach culturally diverse audiences through a combination of data, media targeting, and community partnerships.

Kirby said the opportunity to help brands move beyond tokenistic multicultural campaigns was a major driver behind his decision to join. “Our cultural diversity is one of Australia’s greatest strengths, yet so much of the industry still treats multicultural marketing as an afterthought,” he said. “CulturalPulse is leading the way in showing how deep cultural insight can drive real business outcomes.”

Australia’s demographic shift is accelerating, with more than 300 languages spoken at home and projections showing that 57% of the population will be multicultural by 2026. Despite this, many brands continue to underinvest in multicultural engagement, missing opportunities for growth and market relevance.

Fletcher said the expanded leadership team positioned the agency for its next phase of impact. “Australia’s diversity isn’t just part of the narrative; it is the narrative. With Tim joining, we’re better placed to scale our impact and deliver growth-oriented strategies with greater depth and creativity.”

CulturalPulse’s offering spans strategy, creative, media, and cultural activation, underpinned by its proprietary AskGenie cultural intelligence platform.

CEO Reg Raghavan said: “What we offer isn’t just multicultural marketing; it’s a new model built on cultural intelligence, community connection and data-driven delivery. With Tim on board and Karissa stepping up, we have the team in place to scale and continue leading the market in modern engagement.”