Mumbrella reveals plans for expansion in Australia and Asia

Mumbrella has announced a series of promotions and hires as the company continues to expand.

After three years at the helm, editor Alex Hayes will in 2017 move into the new role of Head of Mumbrella Labs. Mumbrella Labs will expand on Mumbrella’s existing bespoke client events offering and build upon it with new ways of helping brands speak to Mumbrella’s audience in a transparent and authentic way.

Alex Hayes

Hayes: Set to move into new commercial role

Hayes will also continue to lead this year’s Mumbrella Awards jury process, and will go on curating the Mumbrella Sports Marketing Summit which he launched in 2015. He will also be charged with helping deliver Mumbrella’s bespoke client offerings in Asia.

Mumbrella’s editor vacancy will be advertised shortly.

Meanwhile, Mumbrella has hired Dean Carroll as publisher of Mumbrella Asia. Initially working in Mumbrella’s Sydney office, Carroll – most recently group editor of the Middle East edition of Campaign magazine – will be based in Singapore from January where he will work alongside Mumbrella Asia editor Robin Hicks.

Dean Carroll

Carroll: Will lead Asia expansion

Carroll will lead the process for this year’s Mumbrella Asia Awards – which will for the first time include APAC Agency of the Year categories, open to Australian agencies.

And his brief is to explore the commercial opportunities to launch the Mumbrella360 conference in Singapore. Last month, Mumbrella360 was named conference of the year at the Australian Event Awards.

In a further expansion of the editorial team, Mumbrella has appointed two new journalists.

Zoe Samios will join the team full time when she completes her final year as a media and communications student at the University of Sydney. It follows seven months interning with Mumbrella.

Zoe Samios

Samios: Joining Mumbrella after intern stint

And Abby Dawson will join in a few weeks when she completes the final year of her journalism degree at RMIT University in Melbourne.

Abigail Dawson: new junior reporter

Dawson: joins as junior reporter

Mumbella CEO Martin Lane said: “While 2016 has been the biggest in our history, we believe the opportunity to grow is bigger than ever.

“As is always the case, our biggest opportunities are driven by journalism – and journalists. Which is why I’m delighted that Alex has agreed to lead the development of Mumbrella Labs, and why as experienced a journalist as Dean will be leading our growth in Singapore.”

For those interested in applying to be Mumbrella’s next editor, the ad can be seen here.


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