Amplify recently announced a massive personnel increase and restructure in its Australian office, signalling a new phase of growth and innovation in the industry and a big step towards increasing its influence within the creator economy.
Strategic Leadership Realignments
Sonja Stindl, who oversees Amplify’s Australian operations, has been promoted to the crucial position of General Manager. Stindl brings a wealth of expertise to the table, having previously led the talent division. She was particularly successful in senior talent management roles during her time at MaxConnectors. She will work closely with Amplify co-founders Alex Reid and Tom Maynard to streamline operations in the areas of people management, finances, and legalities.
Forging New Partnerships
Ben Somers steps into the spotlight as the newly appointed Partnerships Director, tasked with spearheading the nascent partnerships division. With an impressive background, including a brief stint at TikTok and valuable experience from a previous role within Amplify, Somers is well-positioned to nurture new business relationships and strengthen existing client connections across various sectors.
Expanding the Team with Industry Veterans
To support its growing ambitions, Amplify has welcomed several industry veterans to its Australian team. Jess Hill, with her rich background at Universal Music and experience with prestigious brands like Jean Paul Gaultier and Carolina Herrera, joins as Senior Campaign Manager. Ryan Paturzo, known for his six-year stint at Buzzfeed, will take on the role of Account Director for the production group. Jyothi Krithivasan, stepping in as Coordinator for Partnerships and Marketing, completes the lineup of new hires, poised to contribute to Amplify’s dynamic team.
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Voices of Leadership
Reflecting on her new role, Stindl shared her excitement about the burgeoning creator industry and Amplify’s forefront position in driving innovation and growth. She looks forward to strengthening Amplify’s offerings in Australia alongside Reid and Maynard. Somers, on his return and new role, emphasized the significance of the partnerships division in forging internal and external connections to transcend traditional campaign models, aiming to meet and exceed client expectations.
Alex Reid, co-founder of Amplify, highlighted the evolving landscape of marketing, noting the increasing integration of creators into marketing strategies. He proudly acknowledged the company’s growth from a modest team of eight creators to a powerhouse of 50, supported by over 80 staff members across the Asia-Pacific region.
Embracing Growth and Culture
Amplify’s dedication to promoting a culture of development and innovation, in addition to the creator economy, is exemplified by its strategic realignment and expansion. The company’s new team members and leadership are prepared to take Amplify to new heights as it moves towards its next phase of development, promoting connection and innovation in a constantly changing sector.
