Common has expanded its leadership team with the appointment of Diana Demetri as head of partnerships.
Demetri, a B&T 30 Under 30 alumni, steps into the role at a pivotal moment for the business, as Common accelerates its expansion across social publishing, podcasts and creator-led shows. She will lead work across the company’s growing slate of brand partnerships and integrated show collaborations.
The appointment marks Common’s third hire in recent months and comes amid a breakout growth period for the business. Despite being only in its second year of operation, Common has already generated close to $2 million in brand partnership revenue this year, working with brands such as Isuzu, CommBank, Youi and BWS, a sign of the increasing demand for creator-first media and integrated storytelling.
Founded by former LADbible executives, Common specialises in culturally driven partnerships across social, podcasts and original creator shows, including the company’s House of Common network.
Common co-founder and CEO Joseph Summers said Demetri’s arrival signals the next phase of growth for the company
“Diana’s skillset, energy and experience make her the perfect fit for where the business is heading, and she has the ability to help take us to the next level,” Summers said.
“Our ambition is to become the go-to destination for integrated creator and show partnerships — helping brands move beyond traditional sponsorships into ideas that genuinely live within culture and conversation.”
Demetri said Common’s unique approach to media and creators was a major drawcard. “What attracted me to Common was the ambition of the business and how different the model feels compared to traditional media,” she said. “The way they combine creators, shows and publishing into one ecosystem feels incredibly exciting, and I’m looking forward to helping scale that even further.”
House of Common now works across an expanding roster of creator-led shows and premium brand integrations, as advertisers increasingly seek deeper, more authentic connections within creator communities and fan-driven content ecosystems.
