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Momentum strengthens Senior Leadership and Performance Team

Local independent media agency Momentum Group is boosting its senior leadership team and welcoming two talented additions to its expanding specialist performance team following strong growth in 2023.

Strategy Lead Sophie Vahry steps up to the role of Strategy Partner where she will continue
to spearhead strategic initiatives for clients and play a key role in driving the agency’s strategic direction, alongside Momentum’s founder/director Natalia Taylor.

With her extensive media experience, Sophie brings a wealth of knowledge, expertise, and strong industry relationships to her expanded role.

“I’m thrilled to help steer Momentum Group through this exciting phase of growth. The team are exceptionally talented and they’re an awesome bunch of people to work with. 2024 is looking very promising” says Vahry.

In a further move, Violet Ellis has been promoted to Head of Performance. With 13+ years’ experience, she oversees a growing team of digital specialists encompassing programmatic advertising, search, social, data attribution, and SEO.

Momentum has also enhanced its performance team with two key hires to support the expanding scopes of work for existing clients, new creative agency collaborations, and recent business wins.

Latisha Modak joins as Performance Director, bringing nine years of digital expertise. Coming from OMD where as Digital Director, she worked on first-party data solutions and crafting strategic digital roadmaps for clients like SKY TV.

Additionally, Momentum welcomed Kath Wu as Performance Manager in 2023. Kath came from FCB New Zealand, bringing extensive experience in programmatic advertising across various clients, including Mitre 10, the Electoral Commission, and the NZ Police.

“Expanding our performance team is pivotal to meeting client and market demand. We‘re bolstering our team of specialists and advancing our technology to make the most of the evolving media landscape” says Ellis.

Business founder/director Natalia Taylor believes the stronger team is already helping to propel Momentum forward.

“With our rebranding and the impetus we’ve built, we’re more than ready for the opportunities ahead in 2024 and beyond. We couldn’t be more excited for our team and clients,” says Taylor.

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