Bastion Experience expands Melbourne team with new hires in strategy, partnerships and brand experiences

Bastion Experience has bolstered its Melbourne operations with senior leadership appointments spanning its three key business pillars – strategic partnerships, creative strategy and brand experiences.

Bastion Experience has bolstered its Melbourne operations with senior leadership appointments spanning its three key business pillars – strategic partnerships, creative strategy and brand experiences.

The expansion of the Melbourne Strategic Partnership, Brand and Experiential Agency team follows year-on-year growth driven by brands and customers increasingly using all three arms of its Experience business.

The appointments see Emily MacFarlane joining as Chief Client Officer, Marnie McManus as Director of Strategic Partnerships and Ally Deacon as Senior Creative Strategist.

Emily has extensive brand expertise acquired in London as a business development manager for on-demand beauty and wellness platform PRIV, as well as working with crowdfunding platform Birchal as a campaign manager. , connecting brands and investors. Emily will work closely with Bastion’s experiential customers, including L’Oréal, overseeing all campaigns and activations.

Marnie brings extensive partnerships experience gained over four years as Director and Head of Strategic Partnerships at IMG, and in London-based roles for Digital Sports Mgmt and City Football Group. His extensive sports partnership expertise also includes four years with the AFL in an account role covering broadcast, programming and a wide range of customer services for domestic and international rights holders.

Marnie will work closely with brand marketing specialist Sean Singh, Chief Commercial Strategy Officer, who also joined Bastion Experience earlier in the year.

Most recently, Ally was based in Los Angeles, where she spent two years as a Creative Lead on the AI-powered influencer marketing platform Captiv8. His experience also includes Melbourne-based roles as Creative and Digital Strategist for Willett Marketing, Digital Content Specialist for Australian Ballet and Social Media Community Manager for Huckleberry Agency.

The trio’s deep experience, combined with Bastion Experience’s decade-long ability to tap into real-world cultural, audience, competitive and contextual insights, will ensure the company continually delivers best-in-class expertise to customers, Lizzie McManus General Manager Bastion Experience said.

“As our Experience business continues its growth trajectory, we are thrilled to elevate our business with these exceptionally talented women,” said Lizzie.

“We hand-train our teams to maximize complementary skills and strengths across our strategy, partnerships and brand experience branches. With clients increasingly relying on these three key business pillars, the wealth of new knowledge and expertise that Emily, Marnie and Ally bring will further strengthen and enhance our three-pronged offering.

In addition to growing its Melbourne team, Bastion Experience has bolstered its Sydney operations with the appointment of Jack Playfair as Client Director – Experience. Jack’s experience includes four years in account and client management roles at TLA Worldwide. His strong sports partnership pedigree includes three years as Supercars Partnerships Manager and stints as Commercial Coordinator for Rugby Australia and Sponsorship Assistant at Fox Sports.

Bastion works with some of the most recognized brands as part of their partnership strategy and experiential business, including: Xbox, Kia, Kennedy, Ferrari and L’Oréal.