Atomic 212 CIO Lorraine Woods takes on operations in expanded role

November 7, 2025 10:23

Lorraine Woods' promotion is the latest announced move at Atomic 212.

Atomic 212’s Lorraine Woods has been promoted to chief investment and operations officer at the media agency.

According to the Publicis-owned agency, Woods’ remit makes her responsible for updating agency processes, deploying innovative platforms and technology and “shaping a highly efficient, cohesive operational culture across several areas of the business, such as talent and resourcing.”

Woods will report to Atomic’s chief executive officer, Rory Heffernan. In turn, the agency’s general managers of Adelaide, Brisbane, Melbourne, and Darwin will report to her.

She first joined the business as its national group trading director and client lead in August 2016, before stepping into the national head of trading position.

Woods was promoted to chief investment and trading officer in July last year — this was her most recent role until today’s promotion.

Outside of Atomic, Woods worked as an implementation planning and investment director at Mediacom Australia, and group investment director at what is now known as Zenith Australia, and filled manager and director roles at Carat.

“Lorraine is a foundational leader within Atomic 212°, and a huge part of the remarkable success we’ve had to date. She’s shown a tireless commitment in establishing a world-class trading function and driving incredible value for our clients for many years,” Heffernan said in a media release.

“Lorraine has built tremendous relationships throughout the industry, deservedly admired by publishers, clients and Atomic 212° team members alike.

“As we continue to grow and take our Smarter, Faster, Accountable proposition into the future through the development and adoption of AI-enabled technology and platforms, Lorraine is the perfect person to ensure our operations and people remain the best in the industry.”

In the same release, Woods expressed her gratitude at taking on the new position, while also stating that Atomic’s growth is attributable “to the people who make Atomic what it is: collaborative, inventive and relentlessly client-focused”.

“My goal is to build on that foundation by ensuring our operations, leadership and culture are set up to thrive for long-term success. I’d like to thank Rory for his unwavering support and trust, and the entire Atomic 212° team for the passion and commitment that make this next chapter possible,” Woods said.

Her promotion comes 10 days before another of Atomic’s C-suite staff, chief strategy officer, Asier Carazo, is scheduled to appear at Mumbrella’s Compass event in Melbourne, booked to discuss the current state of the media and marketing industry, the year that was, and what is oncoming.