Spotify shakes up APAC creative delivery, moves key role to Sydney
A new creative strategy lead will join Spotify's Sydney office
Spotify has quietly restructured its recently launched creative division in APAC, axing a key leadership role in Singapore and shifting it to Sydney.
The music streaming giant is now recruiting for a Sydney-based head of creative strategy APAC, replacing long-time creative strategy lead Vanessa Goh, who departed in August.
Goh, who joined Spotify in 2019, oversaw creative strategy for Spotify Advertising — a role that later came to sit within Creative Lab, the company’s in-house creative agency, which launched globally in July 2024.
Spotify declined to comment on the changes.
However, Mumbrella understands the decision to relocate the role to Australia was made to better align with where Creative Lab sits within the region, rather than to signal an expansion.
Creative Lab is a business unit within Spotify Advertising that works with brands and agencies on “building branded experiences”.
Enjoying Mumbrella? Sign up for our free daily newsletter.
“We are storytellers who are obsessed with how ideas can be brought to life through the superpowers of our platform, and we are looking for someone to lead the team through our next evolution, champion our products and offerings, and elevate our work,” the job ad reads.
The new head of creative strategy will report to Spotify’s global Creative Lab head, New York-based Kay Hsu, and oversee a team based across APAC.
The new Australian role reports to Kay Hsu in New York
Although Australia was listed as one of the key launch markets for Creative Lab – alongside the US, UK, Japan and Singapore — Spotify appears to have a relatively small local footprint, with one contract creative strategist joining the division in May.
Spotify declined to comment on Creative Lab’s headcount across Australia and APAC.
Last week, Spotify signed a landmark agreement with Netflix, under which the streaming giant will showcase 16 curated Spotify video podcasts in the US starting in early 2026.
The deal follows several years of investment by Spotify in podcasting, particularly video podcasts, as the company seeks to expand its content offerings.
