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We Are Social names new head of strategy, editorial director

Sydney, Australia – Socially-led creative agency We Are Social has appointed new significant leads to its Sydney team. Caitlin Hislop (pictured right)  has been tapped to assume the position of head of strategy, while Sarah Macrae (pictured left) is appointed to become editorial director.

The two join the 55-strong Sydney team as the company continues to strengthen its strategic and creative capability amid a growing client base.

Hislop joins from Tribal DDB, where she helped shepherd a period of strong growth in the agency working with key clients such as Kmart, Westpac, and Volkswagen. Previously, Hislop was group strategy director at Mindshare, where she led strategic thinking for IAG, IKEA, and HSBC.

For the appointment, Hislop will be leading a team of six strategists, research, and paid media specialists. The agency said that as part of the leadership team, she will be contributing to shaping the future of the business.

Meanwhile, Macrae comes to the role of editorial director after five years at publishing company Are Media which was previously Bauer Media. At the company, she headed commercial content and was able to work with brands CommBank, Dyson, Diageo, and Google for digitally-led content solutions.

She also directed the digital output for the publishing company’s purpose-driven content campaigns on financial literacy, gender parity, and coercive control. Previously, Sarah was a beauty editor in the UK and Australia, working on titles including Cosmopolitan, Woman, OK! Magazine and POPSUGAR.

For the new role, Macrae will be directing We Are Social’s editorial team which consists of 10 content editors and social media managers to ideate and create planned and reactive branded content and establish effective creative partnerships with influencers.

Macrae said, “The appetite for branded editorial continues to grow at pace. I’m so excited to join We Are Social and lead a team of editors and experts that are as immersed in culture as they are in the platforms. The work they’ve created in recent years has been best-in-class and I look forward to building on that to ensure our clients are always at the forefront of cultural conversations.”

Meanwhile, Hislop commented, “I’m thrilled to join the agency, having watched the formation of their leadership team with jealousy from afar. Suzie has an unbelievable reputation for developing talent and our client roster is impeccable so I can’t wait to get stuck in. I’ve always had a passion for understanding how and why people make decisions and that is at the heart of what the agency does. After all, social isn’t about platforms, it’s about people.”

Suzie Shaw, managing director at We Are Social, said, “We’ve enjoyed strong growth this year, which has seen us bring in some exceptional new talent, like Caitlin and Sarah. Their skills and experience are outstanding, and are already helping us go from strength to strength.”