Sound Alliance appoints Melanie Mahony as ‘Australia’s first native advertising editor’

MelanieYouth-focused online publisher Sound Alliance has appointed Melanie Mahony to the role of native advertising editor.

The company says it is the first Australian publisher to have a dedicated position of native advertising editor, who will be responsible for building the company’s branded content

Native advertising is sponsored content which is designed to match and complement the form and the overall experience of the platform in which it is placed.

“Melanie’s appointment reflects our belief that native advertising is on the cusp of exploding in Australia.  We see massive growth potential in native advertising therefore we are placing native at the centre of our offering,” said Sound Alliance CEO Neil Ackland. 

Mahony has been with the company since 2010 where she has previous worked as a brand manager of Sound Alliance’s  youth sites inthemix, FasterLouder and Junkee.

Her new role will see her oversee the development of all native advertising campaigns across the Sound Alliance portfolio of sites.

Mahoney started her career as an intern at newsletter Crikey and a breakfast producer at radio Adelaide.

Sound Alliance’s Tim Duggan will give a presentation at next month’s Festival of Branded Content and Entertainment titled ‘What native advertising isn’t’.


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