Social media directors are the geniuses behind the posts that make you stop scrolling, the trends you can’t resist joining and the conversations you actually want to be part of.
They’re the ultimate multitaskers—part storyteller, part strategist and part digital wizard—ensuring brands not only show up but stand out in the fast-paced online world.
This week, in the Best of the Best series we’re tipping our hats to these digital dynamos. Whether it’s crafting jaw-dropping campaigns, sparking viral sensations, or hitting the right note at just the right moment, these social media pros are redefining what it means to thrive in the ever-changing digital landscape.
In our last Best of the Best roundup, we celebrated the Best of the Best Experiential Producers!
As we near the end of the 2024 season, stay tuned for upcoming Best of the Best features, where we’ll be highlighting the top Directors of First Impressions and Media Strategists. If there’s someone you think should make one of these lists, let us know at [email protected]!
But now, without further ado, let’s dive into the best of the best social media directors!
10. Sophie Keogh, social and innovation manager, OMD Create
Sophie Keogh is quickly making a name for herself as a senior social and innovation manager at OMD Create. With a background in Business Marketing from the University of Canberra, Keogh’s passion for content, social media, and all things marketing has been the driving force behind her impressive rise in the media world.
Even though she’s only been with OMD for just over a year, Keogh’s sharp intuition for social trends and her innovative thinking has already made a big splash, helping drive the agency’s approach to some of the biggest and most complex campaigns. Her knack for adapting quickly and delivering results under pressure is a testament to her commitment to learning and growing in her field.
Keogh’s fresh perspective and strategic brilliance make her an invaluable asset to OMD as the agency continues to lead the charge in global media innovation.
9. Beaurey Chan, social and content lead (Netflix ANZ), Snack Drawer
Beaurey Chan has made an incredible impact in a short amount of time, stepping into the role of social and content lead for Netflix ANZ at Snack Drawer and quickly becoming a driving force behind the brand’s social strategy. Despite only being with the agency for five months, Chan’s leadership and creative flair have already left a lasting mark.
Before joining Snack Drawer, Chan was a content director at Think HQ, where she managed social media and content campaigns for the agency’s roster of government clients including the Department of Social Services, Respect Victoria and the Lord Mayor’s Charitable Foundation. Known for her knack of delivering end-to-end projects with precision, she quickly earned a reputation as the “heartbeat” of the creative team and as a content all-rounder with mad organisational skills.
With her perfect mix of creativity, strategic thinking, and top-notch project management, Chan is continually elevating the social and content game at Snack Drawer, bringing fresh ideas and flawless execution to everything she touches.
8. Alexis Whelan, national lead, creators and content, Kinesso
Alexis Whelan is the national lead of creators and content at Kinesso. Starting out as a content and community coordinator at Kinesso, Whelan quickly made a name for herself with her leadership, creativity and developing innovative content strategies that get results.
Now in charge of overseeing content creator and influencer campaigns, Whelan plays a pivotal role in shaping Kinesso’s approach to modern marketing. She manages influencer partnerships and creator content across various platforms and ensures brand storytelling drives real engagement. On top of that, she also takes charge of the agency’s corporate social media presence, aligning it with broader business goals.
But it’s not all business for Whelan—she’s also known for her playful and creative spirit. She’s humorously crowned herself Kinesso’s “Chief Vibes Officer,” a role she fully embraces, bringing fun and positive energy to her team. She also occasionally shares behind-the-scenes looks at her life at Kinesso on her TikTok account, giving followers a glimpse of the agency’s culture and the work she does. Whelan’s unique mix of professionalism and approachability has made her a standout leader in digital marketing.
7. Erin Brizga, social client partner, Eleven
It wouldn’t be a Best of the Best list without a job title that doesn’t quite tell the whole story—and that’s certainly true for Erin Brizga. While her LinkedIn says she’s a “social client partner” at Eleven, that title only scratches the surface of what she really does. In reality, Brizga is the driving force behind social content across the entire TBWA Collective. That means she oversees social strategy for a bunch of agencies in the network—FleishmanHillard, Fabric, GMR, and TBWA\Sydney, to name a few. Yep, it’s a pretty massive remit!
Even with all this responsibility, Brizga knows exactly how to make waves in the digital world. She’s a pro at creating social content that not only sparks conversations but also makes a real cultural impact. Whether she’s working with clients such as Hort Innovation or mycar Tyre & Auto, Brizga consistently delivers content that hits the mark and sticks with audiences long after they’ve scrolled past.
At the helm of a talented social and content team within TBWA’s fully integrated model, Brizga ensures that social media isn’t just an add-on but a core part of the overall brand strategy. Her portfolio reads like a who’s who of big names—Optus Business, Pladis, Baiada, P&O Cruises, and more—all benefiting from her perfect blend of creativity and cultural relevance. Simply put, Brizga knows how to make a real impact in the social media world.
We also wanted to give a special shout out to Emma-Jaye Zappacosta who shares the role with Brizga.
6. Sam Kelly, managing director and partner, Hello
Sam Kelly is the Managing Director and owner of Hello, a Sydney-based marketing agency that’s made a name for itself as a real trailblazer in the industry. Kelly leads a diverse team of 60 talented professionals, overseeing everything from strategy and creative to media, PR, tech, and operations. It’s safe to say, if there’s a way to get things done in marketing, Kelly knows it.
But Kelly’s influence doesn’t stop at Hello. He’s also a key player in the broader marketing community, serving as a board director for the Audited Media Association of Australia (AMAA), the deputy chair of the Australian Influencer Marketing Council, and an executive member of EO Sydney, a network for entrepreneurs. He’s pretty plugged into the world of media, to say the least.
With over 15 years of experience working with big-name global brands like Uber, Amazon, and Virgin, Kelly has honed the knack for creating commercial value in just about every industry you can think of. Whether it’s tech, retail, or something a bit more niche, Sam’s done it all.
What really sets Kelly apart, though, is his ability to juggle the big-picture vision with the nitty-gritty details. He’s got that rare mix of strategic foresight and an obsessive eye for execution, which helps him drive growth while keeping his team united in fast-paced, ever-changing environments. His enthusiasm and energy are contagious, and he’s known for inspiring his team and clients to reach new heights.
Under Kelly’s leadership, Hello has consistently set the bar in social media, influencer marketing, and integrated communications, continually pushing the envelope and raising standards for the entire marketing industry.
5. Amaury Treguer, co-founder, Bread
Amaury Treguer is a marketing pro with over 20 years of experience across both agency and client-side roles, specialising in all things social media and digital strategy. As the co-founder of Bread, a creative agency known for its innovative approach to social and digital marketing, Treguer helps brands navigate the digital maze and build real connections with their audiences.
Before launching Bread, Amaury founded Sixtine, a creative studio in his native Paris that specialised in content production. This hands-on experience gave him a knack for creating shareable, engaging content that resonates across social platforms. Whether it’s a clever campaign or a viral post, Amaury knows how to craft social strategies that not only catch attention but also drive business results. He also spent three-and-a-half years as Havas Red’s executive director social.
With over 12 years in the digital world, Tregeu’s worked with some of the biggest names across industries like entertainment, retail, tech, automotive, and FMCG. His client roster includes global giants like Netflix, Universal Pictures, Sony, Toyota, Kia, P&G, Lavazza, and Accor Hotels. From creating buzzworthy campaigns on Instagram, TikTok, and YouTube, to building brand loyalty through community engagement on Facebook and Twitter, Tregeur has consistently delivered social strategies that fuel brand awareness and engagement.
At Bread, Tregeur leads a talented team of social content creators, media strategists, and community managers, all focused on creating highly targeted, creative campaigns. His goal? To help clients grow their social presence, connect with customers in a genuine way, and stay ahead of the curve in a fast-moving digital landscape. Whether he’s rolling out a product campaign for P&G or boosting tourism engagement for Destination NSW, Tregeur always makes sure his strategies create tangible results across industries. He’s also an all-round good bloke.
4. Suzie Shaw, CEO, We Are Social Australia
Suzie Shaw is the CEO of We Are Social Australia, a socially-led creative agency where she’s the brains behind the operation, leading a team of 60 social-savvy experts in creating social-first campaigns that spark engagement, drive conversation, and boost brand growth. Since joining the agency in 2015, Shaw has been at the helm, steering the agency to success in the Australian market, all while using the power of social media to help brands connect with their audiences in ways that are both authentic and meaningful.
With a strong background in digital marketing and social media strategy, Shaw is both a strategic and creative force who’s worked across a huge variety of sectors, from technology and financial services to travel, telecom, and FMCG. Before moving to Australia, she spent 14 years in London, including a decade at TBWA\London, working on global brands and discovering how social platforms can amplify a brand’s voice in ways that go beyond traditional advertising. Returning to Australia in 2011, Suzie brought her experience of creating socially-driven content that speaks directly to digital audiences.
Under Shaw’s leadership, We Are Social has become known for creating social-first campaigns that get real-world results. From viral content on Instagram and TikTok to building brand loyalty on Facebook and YouTube, Shaw’s approach has helped the agency become a go-to partner for brands looking to make an impact on social media. She’s an expert across the entire social media marketing spectrum—from content creation and community management to paid media and social listening, making her one of the most well-rounded experts in the space.
But Shaw isn’t just focused on building great brands—she’s also passionate about women in leadership. She’s the founder of SWIMM Australia (Senior Women in Media and Marketing), a network dedicated to supporting and empowering women in senior roles across media, marketing, and communications. Through this initiative, Shaw’s all about championing women’s representation in leadership and creating a supportive environment for women to grow in their careers.
When she’s not making waves in the marketing world, Shaw is deeply committed to corporate social responsibility and sustainability. She’s an active member of Greenpeace’s General Assembly and recently joined the board of Sydney FC, where she advocates for greater social and environmental responsibility in the sports industry. These roles reflect her passion for making a positive impact both online and offline—because for Shaw, it’s not just about making noise on social media; it’s about using her platform to make a difference.
3. Lauren Leonard, lead owner thinker, Thinkerbell and Kerstin Allin, lead thinker, Thinkerbell
Lauren Leonard, lead owner thinker, Thinkerbell
Lauren Leonard is a lead owner thinker at Thinkerbell, having joined from CHEP 10 months ago where she served as a brand social planner. With a sharp understanding of social media and content marketing, Lauren knows how to make brand stories stand out—whether it’s through creator partnerships, branded content, or even quick-turnaround, low-budget, lo-fi productions that feel authentic and real.
Leonard has a knack for mixing marketing science with a deep understanding of culture and social trends. She’s always in tune with the latest buzz on Instagram, TikTok, and YouTube, using these platforms to create content that resonates with today’s lightning-fast digital audience. Whether it’s working with the right influencers to amplify brand messages or creating content that feels completely natural, Leonard knows how to make a brand fit within social conversations effortlessly.
Over the years, Leonard has worked with top brands like Samsung, Flybuys, Menulog, and Hort Innovation, where she’s played a pivotal role in building social strategies that drive engagement and build loyalty. Whether she’s launching viral campaigns, crafting shareable content, or capitalising on the latest trends, Lauren is always ahead of the game in the ever-evolving world of social media.
A strategic and creative thinker, Leonard combines rigour with creativity, ensuring every campaign not only captures attention but delivers real, measurable results. Her passion for social media, content creation, and digital marketing has made her a go-to leader in the industry, known for her ability to mix data-driven strategy with pure creative flair. In short, if you want your brand to truly cut through the noise on social, Leonard’s your person.
Kerstin Allin, lead thinker, Thinkerbell
Kerstin Allin is a lead thinker at Thinkerbell, where she’s all about creating social-first strategies that get brands talking and trendsetting in the heart of digital culture. With a background in digital agencies, Allin knows exactly how social media fits into the customer experience (CX) journey and how to use it to turn brands into real players in the ongoing social conversation.
Having worked with some of Australia’s biggest brands, such as Kellanova and Lion, Allin knows how to build communities and drive results for clients.
Allin blends her wide-ranging marketing expertise with a laser focus on social media, always looking for fresh, creative ways to create brand expressions that really resonate with people online. She’s especially passionate about making sure brands stand out with through-the-line (TTL) campaigns that unite social media with other marketing efforts for maximum impact. Whether she’s working on a viral campaign, or teaming up with influencers and content creators, Kerstin is all about getting brands noticed in the right places on social.
Put simply, Allin and Leonard are the people you go to if you want your brand to not just exist on social media—but to thrive, connect, and become part of the conversation.
2. Ben Mayor, social director, Akcelo
Ben Mayor is the social director at Akcelo, where he’s the mastermind behind creating social-first strategies that drive global brand engagement and cultural impact. With over 15 years in the world of marketing and communications, Mayor is all about crafting social campaigns that get people talking, sharing, and interacting. Whether it’s for big names like Gatorade, Tinder, Spotify, or McDonald’s, Mayor knows precisely how to make a brand pop on social media.
At Akcelo, Mayor leads the charge in delivering integrated social solutions that blend seamlessly with broader brand experience projects. He’s all about connecting communities, sparking conversations, and making sure every campaign taps into the cultural zeitgeist. His goal? To make sure brands don’t just show up on social—they become part of the conversation.
Before joining Akcelo, Mayor played a key role at We Are Social, where he led the Client Service team and helped build the IMG Engage influencer platform in the ANZ region. He’s also worked on significant media partnerships and digital PR initiatives for brands like Revlon in Australia. Mayor has worked across a variety of industries, from sports and entertainment to automotive, tech, and FMCG, with clients like Audi, Samsung, Uber Eats, PwC, and Kayo Sports.
Mayor’s expertise lies in community-building and understanding the ins and outs of social media culture, which means he’s always on the pulse of what works (and what doesn’t). Whether he’s launching viral campaigns, coordinating influencer collaborations, or leading massive digital initiatives, he’s passionate about creating real, authentic engagement for brands.
When he’s not driving client success, Mayor also served as a Board Member of the Australian Influencer Marketing Council for over four years, offering insights and thought leadership on the ever-evolving world of influencer marketing and social trends.
Think there is a way to make social more fun, creative, or impactful? You can bet he’ll find it.
1. Shivani Maharaj, chief content and partnerships officer, Wavemaker
Shivani Maharaj is the chief content and partnerships officer at Wavemaker, where she’s shaking up the world of social media strategy and influencer marketing. With over 18 years in the game, Maharaj is a creative dynamo who loves blending the old and the new, always finding ways to push boundaries and make brands stand out.
At Wavemaker, she leads a supercharged team known for producing some of the most innovative and engaging content. Maharaj is a big believer in the power of social media to build genuine connections between brands and their audiences. Whether it’s creating campaigns for Netflix, Airbnb, Mitsubishi, or LVMH, she knows how to make social work hard—getting people talking, engaging, and (most importantly) sharing.
Maharaj is also passionate about giving back to the industry. She runs ‘Creator Advantage’ workshops across Australia, helping marketers stay ahead of the ever-evolving world of social media, content creation, and influencer partnerships. Known for her creativity, generosity, and industry leadership, Maharaj is a mentor who’s shaping the future of social media marketing. Her approach blends data, culture, and creativity to ensure that brands stay relevant, exciting, and connected to their audiences.
Her work spans a whole range of industries—entertainment, beauty, tech, and FMCG—with clients like Vodafone, Schwarzkopf, and Colgate-Palmolive Mayorefiting from her unique blend of strategy, insights, and content magic. She’s all about getting results, with campaigns that rack up millions of views and engagement rates that go through the roof.
Maharaj isn’t just a name to know in social media and influencer marketing—she’s a force driving brands to connect, engage, and make their mark in the digital world. That’s why she won the B&T Women In Media Social Media award this year and that’s why she our best of the best!
