Celebrating two years as a cross-border integrated marketing and communications agency, Via Group has made five strategic hires in Sydney. This comes as the agency looks to accelerate its expansion and better assist its global clients across the Asia Pacific region.
Via's new bench joins to bolster its three business arms of Strategic Communications and Advisory, PR and thought leadership, and Marketing and Commercialisation.
Karyn Smith has been appointed as COO. She brings more than 15 years' experience, having led senior business management roles across agency, client-side and media sales. With a 360-degree perspective to commercial strategy, operations and client service, Karyn will focus on building scalable systems and operational effectiveness as Via continues to grow, particularly offshore.
Jacqueline Barham has joined as Marketing Director. She has previously scaled new ventures and driven business transformation through marketing strategies and digital innovation. Jacqueline brings experience across various industries, including financial services, insurance, and entertainment, with senior roles at Qantas, HSBC, and Insurance Australia Group.
Lydia Maranta has been welcomed as Client Partner, bringing international expertise in corporate communications, brand positioning and reputation management. Previously based in London, she worked at Reckitt and M&C Saatchi, where she led diverse teams, built cross-sectoral partnerships, and delivered global campaigns. Lydia is supporting Via's international clients as they expand and navigate the Australian market.
Oliver (Ollie) Goldsmith has relocated from London to join the team as Digital Specialist. With a background in social media strategy, paid campaigns, and digital content, he previously worked at Hanover Communications advising government bodies, financial institutions and pharmaceutical firms across Europe and the Middle East.
Hinal Parekh has started as Account Manager. Previously at Keep Left and Honner, she has worked across sectors including property, tech, financial services and not-for-profit.
Founder and CEO of Via, Tala Booker, said: "We pride ourselves on being a high-touch, boutique and senior team, acting as a true partner and extension to our clients as they navigate, deepen or expand across Asia Pacific.
"This team brings stellar international experience to our clients and a shared belief in the power of clarity to cut through complexity. Each member of our team strengthens our ability to advise and execute for our clients with confidence and precision - whether we’re working with scaling firms going to market in new countries or helping multinational firms, one thing remains true - we know how to help businesses and leaders connect with audiences across borders, cultures and engage their audiences more meaningfully."
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