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The national brand has revealed several strategic executive additions to the business to underpin its growth across marketing and agent support.
Amongst the appointments are a chief marketing officer (CMO), head of brand, and head of agent experience. According to the group, all three are set to assist The Agency in improving its quality experience offerings to agents and their clients.
The CMO role will jointly be filled by Angela and Trent Penfold, directors of strategic brand agency Alike Agency, with the arrangement described as “an innovative in-house/external resourcing model”.
The Agency has touted how together, they have produced a raft of advertising campaigns for numerous major Australian brands, including Greyhound Australia, Bond University, V8 Supercars, Dreamworld, Bundaberg Ginger Beer, and the Royal Flying Doctor Service Queensland.
The new marketing team will reportedly be tasked with building and managing the brand’s nationwide presence while also improving the services to the brand’s growing number of property partners.
Marketing and brand expert Heather Hawkins comes in as the head of brand, bringing with her close to 12 years of experience in design and in-building corporate and personal brands across a career that has seen her work with companies including Spotify and Camilla. Most recently, Ms Hawkins was the brand manager at UrbanX.
Ms Hawkins’ primary responsibilities will be to ensure the induction and onboarding experience for the brand’s recruits is seamless.
Furthermore, The Agency has promoted Elizabeth Driscoll, who has been with the company for two years, to the role of head of agent experience. Across two decades in the real industry — at both boutique and franchised agencies — she has worn many hats, including those in marketing, compliance, accounts, and settlements.
The Agency Group chief executive officer Geoff Lucas explained that the appointments are a “strategic move to focus on building The Agency’s brand recognition across our current and new markets as we scale and grow nationally and welcome an increasing number of new agents from across the country”.
“We have made a significant investment to bring on board leading talent allowing The Agency to deliver sustainable, long-term agent and client value which is a key priority within our business,” Mr Lucas said.
Andrew Jensen, the brand’s chief operations officer, concluded: “The combined expertise and experience from these new appointments bring The Agency brand and agent experience into a compelling position that’s clearly differentiated in the industry.”
The corporate appointments are the latest movements in the ever-growing brand, which signed former Socceroo Richard Garcia in August and began its expedition into Australia’s southernmost state amongst other 2022 business movements.
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