Avid Collective announces strategic leadership promotions

Avid Collective has promoted eight leaders across media, partnerships, marketing, product, and operations as it strengthens its mission to transform how media partnerships are explored, bought, sold, and measured in Australia.

The announcement:

Avid Collective CEO, Luke Spano today announced a series of strategic promotions across its Leadership Team as the company accelerates its mission to redefine how media partnerships are explored, bought, sold, implemented and measured in Australia through its custom-built platform, PubSuite.

The leadership changes include:

• Chloe Patterson as director of media partners. Patterson will spearhead deeper engagement with publishers and media owners to help evolve Avid’s tech capabilities for media owners.
• Jade Scales as head of advertiser partnerships. Scales will lead the advertiser partnerships team, driving revenue growth through commercial strategy and new innovative solutions for Avid’s agency partners.
• Leah Stalker as head of marketing & growth. Stalker will lead Avid’s brand, and product marketing, as well as go-to-market strategy, creating an integrated approach to drive growth, engagement and platform adoption.
• Ash Webb as head of platform experience & custom solutions. Webb will shape the end-to-end platform experience, enhancing usability and design, while delivering tailored solutions that maximise client success.
• Madeleine Spicer as head of product operations & digital. Spicer will lead technical enhancement, product operations and the integration with Avid’s development roadmap and team. This includes advancing Avid’s digital solutions, such as its managed-service amplification offering, AmpPlus, and broadening the channels and capabilities available to partners.
• Senna Spear as client success lead: Advertiser. Spear will focus on advertiser adoption and campaign success, ensuring seamless onboarding and usage experience for advertiser clients using PubSuite.
• Brittany Heniedi as lead of demand tools. Heniedi will lead the design, production and innovation across Avid’s demand tools, including Shopfront, which helps advertisers easily explore publisher offerings. She will also drive the transformation of the manual briefing and response process between advertisers and media owners to a platform-powered, AI-enhanced experience.
• Gray Roberts as director of operations. Roberts will oversee operational strategy and delivery for Avid, ensuring efficiency, scalability, and alignment across teams.

Commenting on the evolved Leadership Team, Spano said that the media industry is at a pivotal moment demanding incremental change in how media partnerships are explored, bought, sold, and implemented and reported on.

“As we work towards creating a unified, digitised ecosystem for premium direct IO media partnerships, having the right leadership across every function is critical,” Spano said. “This evolved Leadership Team brings the expertise, relationships, and vision needed to make this shift a reality for the Australian market.

“Our Leadership Team will play a key role in delivering Avid’s vision to become the operating system underpinning collaboration across Australian media, enabling media owners and advertisers to work together more effectively through standardised and digitised access to premium opportunities.”

Last year Avid launched PubSuite, a global, market-first, end-to-end platform accelerating high-quality media partnerships by making it easier to explore, buy, implement, and measure. PubSuite digitises the engagement between media owners and advertisers with a flexible suite of tools, each designed to solve specific challenges across the campaign lifecycle.

PubSuite is used by agencies and publishers to reduce manual work, significantly improve the client experience, and grow revenue. Already adopted by leading publishers, the platform has been recognised by the industry for its role in transforming how media partnerships are executed, with PubSuite shortlisted for the Award for Innovation at the 2025 Mumbrella Publish Awards.

All promotions on the Leadership Team are effective immediately.

Source: Third Avenue Consulting

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topics Ash Webb Avid Collective Brittany Heniedi Chloe Patterson Gray Roberts Jade Scales Leah Stalker Luke Spano Madeleine Spicer Seena Spear

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