Alt Shift establishes ‘practice heads’, makes senior promotions
Alt Shift has made several senior promotions to strengthen its PR, social, integrated, and people functions.
The independent creative comms agency has created four ‘practice head’ roles to “power the agency forward”, according to national CEO Elly Hewitt.
Alycia Jack steps into the head of PR role, Sophie Truter moves into head of integrated, and Sofya Daroy has transitioned into the role of people, performance, and culture director. Damian Davitt will take the final practice head role, continuing as head of social and content, a role he stepped into last year.
Hewitt said these promotions are a “testament to their talent and drive”.
(L-R): Alycia Jack, Sofya Daroy, Damian Davitt, and Sophie Truter
“It’s incredibly exciting — not just for their careers, but for what it means for alt/shift/ as a whole. Their growth is powering our agency forward, and our clients are already feeling the impact,” she said in a release.
Jack and Truter both joined Alt Shift about six years ago. In that time, Jack has led the consumer portfolio in Melbourne, working across PR, creative, content, experiential, and partnerships. In her new role, she will lead the agency’s earned approach, ensuring campaigns for clients including Intrepid Travel, Officeworks, Bakers Delight, and the Dylan Alcott Foundation are built for the social-first landscape.
Meanwhile, Truter has led the agency’s government, education, and corporate portfolios, with clients including the TAC, Victorian Department of Health, Sustainability Victoria, and Cancer Council Victoria. As head of integrated, she will bring a “no-stone-unturned approach to marketing and communications”, overseeing creative-led integrated behaviour change campaigns.
Daroy’s move to lead the people function was a “natural progression” according to the release. Having been with the agency for seven years, previously leading operations, she is focused on how the agency supports talent development, feedback, and growth.
Finally, Davitt joined Alt Shift four years ago with a focus on “helping brands earn attention in an increasingly noisy world”. He has a strong strategic lens and background in creative and performance. He took on the social and content head role in September last year, and will continue to lead the team working with clients including Boost Juice, Ausbuild, Origin Energy, and Y Careers.
Hewitt added that the team’s “expertise and brilliant approach” to client service and campaign delivery “inspires” her greatly.
“We couldn’t be prouder of our Shifties and what they bring to the agency everyday.”
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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