Independent creative agency Melbourne Social Co (MSC) has announced two key senior promotions, appointing Hannah Coombs as the agency’s first-ever creative director, and Ebony Coatsworth as head of social media.
Coombs has been with MSC for nearly six years. She first joined in a junior role working across account management and content creation, before moving into a senior digital marketing role and eventually head of production, where she oversaw the agency’s growing video offering and led campaigns for brands including Lifely, Frank Green, Lululemon and Xero.
“I’m really excited to step into the role of creative director, as it feels like the natural next step from my work as head of production,” said Coombs. “While that role focused heavily on client-facing work, this new position extends beyond that and allows me to have a broader impact across the agency. I’ll be working closely with our Founder to bring the MSC brand to life and ensure it’s reflected consistently in everything we do.”
Coatsworth, who joined MSC less than a year ago, has quickly made her mark as a strategist and social media specialist. She came to the agency after building a reputation in organic social strategy, and is also the co-host of Branding Personal and host of Can I Buy You a Coffee?.
Known for her expertise in platform strategy and trend forecasting, she has delivered stand-out results, including a 424 per cent increase in Instagram engagement for not-for-profit organisation seamless within the first month of posting.
“Head of social media is quite literally my dream role, and I am so grateful to Shelley for this opportunity,” said Coatsworth. “Being trusted to guide MSC as it continues to be an industry leader, to nurture the team, push creative boundaries, and deliver exceptional work makes me excited to go to work every day.”
Founder and director Shelley Friesen said the promotions reflect the agency’s growth trajectory and investment in leadership.
“As MSC continues to grow and evolve, it became clear that we needed to create new leadership roles to match our ambitions. Both Hannah and Ebony have been integral to MSC’s success. Hannah’s creative vision and leadership skills have already had a big impact, and Ebony’s strategic insights and social expertise make her the perfect fit for head of social media. Their passion and dedication to the agency make them the right choices to lead us into the future,” Shelley said.
The appointments follow a period of strong growth for MSC, which has recently welcomed clients including Bonds, RSPCA Victoria and KeepCup, with new projects soon to launch for Rosella, Devondale, DIY Blinds and Swaggle.
