Thrive PR strengthens Melbourne leadership team

Indie communications agency Thrive PR + Communications has kicked off 2024 with a strong start, building its Melbourne-based leadership team to strengthen and diversify its corporate, consumer and integrated digital service offerings.

After three year at the agency, business director Zoe Raknes is stepping away to take on a leadership position with her family’s business.

She led Melbourne’s transformation alongside executive director Snezna Kerekovic, playing a key role in nurturing culture, team and clients.

Thrive’s Melbourne leadership team. (L-R): Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, Summer Reading and Erin Doyle

As part of the transformation, a senior leadership team has been established in Melbourne, including group account directors Nathan McGregor, Summer Reading and Melanie Campbell, senior account director (social), Erin Doyle, and account director Erika Rutledge.

“It has been such a privilege seeing Thrive Melbourne – the location where Thrive was born – go from strength to strength with new team members, an enviable local and global client list and the cultivation of a culture and community like no other,” Raknes said.

“I feel so proud of what we have created together. It has been the most rewarding and transformative role of my career.”

McGregor has been promoted, stepping into a ‘2IC’ role after five years at the agency, working across technology, digital and business.

Reading, a former Thrive client from Hong Kong, has joined the team with extensive experience in tech and corporate PR, while Campbell joins as a consumer PR and influencer expert.

Doyle joins with experience in journalism and financial services, while Rutledge, who has been based at Thrive’s Brisbane office, has relocated to Melbourne to work with News Corp and other local clients.

“I’m so proud of what the Melbourne team are achieving together and the way we continue to evolve, challenge ourselves and bring new opportunities to our clients,” said Thrive CEO and founder, Leilani Abels.

“Our AU/NZ footprint is unmatched as an agency and our capabilities across earned, social and content, allow us to deliver greater value all under one roof.

“We are looking forward to announcing our new local business lead and so grateful for the role Zoe has played with Snezna in strengthening and diversifying the Melbourne team. It’s an exciting time at Thrive.”

Thrive is also welcoming Sophie Maguire back, who for the past 15 years has spent numerous stints working at the agency. She returns to work closely with the executive leadership team.

While Melbourne was Thrive’s first location when it launched in 2000, the agency now has offices in major states across Australia and New Zealand.

Thrive represents ANZ, News Corp, Chobani Australia, Spotlight Group, Stihl, MG Motor Australia and many other multinational organisations based in Melbourne and nationally.

“Victoria is where it all began for our agency and we have proven that businesses are truly ‘limited by nothing’ being based and growing from Melbourne,” Abels said.

“I want us to help many more businesses in Melbourne grow and thrive into 2024 and beyond.”

More appointments are expected to be announced in the coming weeks.


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