M&C Saatchi Sydney has appointed former Telstra Social Media Retail & Consumer Head Emma-Kate Dobbin to Social Content Director.

The vastly experienced Social Content Strategist is also an award-winning journalist, blogger, author and commentator.

Dobbin will lead the M&C Saatchi Group’s expanded social content and brand journalism capabilities.

Prior to Telstra, Dobbin ran social content teams for a number of publishers and agencies including Michele Bridges, 12WBT and SBS for its hit series ‘Go Back To Where You Came From’.

This followed her own agency start-up, Social Heart Media, servicing the likes of CommBank and News Digital Media.

From 2004 Dobbin worked as a trends, travel and entertainment writer on the Sydney Morning Herald.

In 2010 she moved across to News Limited to drive its online push as Australian Launch Editor for Global Lifestyle juggernaut, AskMen.Com.

Her News.com.au blog ‘Women On Men’ that talked about men’s issues through the eyes of a female editor, grew to have 80,000 weekly readers, and provided the platform a UK publishing deal.

Other roles included Publisher at Travel Zoo and content lead at Publicis Mojo working on the likes of LG and Virgin.

A regular on the Seven Network, Dobbin is the Social Media Commentator for The Morning Show and afternoon panel show The Daily Edition.

M&C Saatchi CEO Jaimes Leggett said there is no one better to lead social and content for the Group.

“Ensuring we leverage the opportunities for brands to have cut through in real-time media is a vital part of our business.

“Emma-Kate’s skills, experience, energy and contacts make her the perfect person for this role.”

Dobbin will work closely with M&C Saatchi Group Innovation Director Ben Cooper, who said: “Brand journalism is vital in the maturing world of social media. Emma-Kate gives us that skill set and more. Equipping us with insight-led storytelling that flows with the media behaviour of users.“

Dobbin is beyond excited by the opportunity. She said: “What really excites me about M&C Saatchi is their bold vision, fast being brought to life by some of the most talented people in the market. It is great to be a part of that.

“I can’t wait to create conversations and content to grow communities for our brands.”

Dobbin is the latest in a big talent bolster by M&C Saatchi that includes the appointment of Chief Strategy Officer Justin Graham from Droga5, Group Innovation Director Ben Cooper from The Monkeys and Group Operations Director Amir Mireskandari from Leo Burnett in recent months.