With 15 years’ experience in advertising and marketing, Ali is a firm believer in getting out from behind the laptop screen, finding real insight and combining that with other data for fresh strategies.
Now CSO at VMLY&R (say that three times fast), she leads long-term strategy across the client portfolio and heads up the strategy team across Australia and NZ. This includes leadership and support for a team of 14 strategists across the region, with different specialisms from Brand to Data to Communications strategy.
Ali models a culture of effectiveness across the Strategy team, making ‘work that works’ to achieve commercial or social marketing goals, and ensuring this is properly measured and reported.
Ali led strategy on Aldi at BMF for six years, during which time it grew from 4% to 12% market share. Ali worked on a range of award-winning campaigns as well as developing an extensive qualitative research and CX development program. Previous clients have also included P&O Cruises, Transport for NSW, Dulux and Schweppes, among many others.
Starting her career at TBWA\London working on Apple, she also spent time client-side working at Apple Europe and at Wieden+Kennedy London.
Ali has won a range of Effie awards, including Gold and Agency of the Year awards.
She contributes to the industry through the APG Committee, mentoring, conference speaking, and is an occasional panellist on ABC’s Gruen TV show.