Suddenly expands leadership bench as AI reshapes content discovery

Content agency Suddenly has expanded its senior leadership team, adding new executives across strategy, creative, operations and content as brands rethink how they are discovered in an AI-driven search environment.

The appointments strengthen the News Australia-owned agency's capabilities across content, social and retail media, as marketers increasingly seek integrated approaches spanning creative, search and influencer marketing.

Leading the new hires is former Mamamia staffer Madison Lawler, who joins as business growth and strategy director. She will focus on new revenue opportunities across social strategy, influencer marketing and generative engine optimisation.

Melba Gounas has also joined as head of creative services after senior creative roles at VML, Taboo and Thinkerbell, while Michelle Rose has been promoted to head of operations and Jane Scott to head of content.

The leadership team is rounded out by retail media director Jennifer Stokes, who joined the agency earlier this year after previous roles at Cartology, Nexxen, Nova Entertainment and Fairfax.

General manager Marie Lacey said brands now require more connected approaches as AI changes how consumers discover information online.

"The core rules of great branding haven't changed, but the way brands earn visibility has," Lacey said.

"Marketers need connected strategies across creative, content, social and search, not isolated teams working in parallel."

Suddenly's client roster includes BWS, Chemist Warehouse, Youi and The Good Guys.