The Agency fortifies corporate team with new appointments

National real estate brand The Agency has made a series of strategic appointments across marketing and agent support that will underpin its next growth phase.

These appointments include a chief marketing officer (CMO), head of brand, and head of agent experience, with the group dedicated to offering the highest quality experience for agents and their clients.

The new marketing team will be responsible for managing and building The Agency brand nationwide, as well as improving services to its growing number of property partners.

The head of agent experience will ensure the induction and onboarding experience for new recruits is of an exceptional standard.

“This is a strategic move to focus on building The Agency’s brand recognition across our current and new markets as we scale and grow nationally and welcome an increasing number of new agents from across the country,” Chief Executive Officer Geoff Lucas said.

“We have made a significant investment to bring on board leading talent, allowing The Agency to deliver sustainable, long-term agent and client value, which is a key priority within our business.”

Marketing and brand expert Heather Hawkins has been appointed head of brand, and brings with her close to 12 years’ experience in design and building corporate and personal brands, including most recently at UrbanX.

Having worked with a raft of premium brands including Bollinger, Paspaley, Camilla and Spotify, Ms Hawkins has extensive experience in building brand identities and marketing communications that perform in the marketplace.

The chief marketing officer role will be managed by Angela and Trent Penfold, directors of strategic brand agency, Alike Agency, in an innovative in-house/external resourcing model.

The pair have extensive experience working across national brands, including advertising campaigns for Ramsay Health Care, QSuper, Greyhound Australia, Bond University, V8 Supercars, Dreamworld, Bundaberg Ginger Beer and the Royal Flying Doctor Service Qld.

The Agency has also promoted Elizabeth Driscoll to head of agent experience.

Elizabeth has been with The Agency since 2020 and brings almost 20 years’ experience in the real estate industry, including both boutique agencies and larger franchised businesses.

Her roles over two decades have spanned across marketing, compliance, accounts and settlements.

“The combined expertise and experience from these new appointments brings The Agency brand and agent experience into a compelling position that clearly differentiated in the industry,” The Agency Chief Operations Officer Andrew Jensen said.

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