The Guardian has announced the appointment of Hayley Waller as head of Guardian Labs in Australia, effective immediately. Waller will lead the publisher's branded content and creative division, Guardian Labs, at a time when the company's commercial partnerships business is experiencing strong momentum.
Extensive Industry Experience
Waller brings a wealth of experience across media, content, and commercial leadership roles in both Australia and the UK. Most recently, she held a commercial leadership position at oOh!media. Her previous senior roles include head of digital audio at Nine Entertainment Co. and head of brand partnerships at JOE Media in the UK.
Strategic Appointment Amid Market Shift
Rebecca Costello, managing director of the Guardian in Australia and New Zealand, highlighted the significance of the appointment. "The advertising market is increasingly rewarding organisations that can build genuine relationships with audiences, not simply capture attention," Costello said. "As audiences spend more time across fragmented digital environments, trust has become one of the most valuable assets in media, for publishers and for brands alike."
Costello added: "Guardian Labs is an important part of how we respond to that shift. We see a significant opportunity to help brands participate in the trusted relationships we have built with audiences through thoughtful, high-quality storytelling. Hayley's appointment comes at an important moment and reflects our ambition to continue growing a distinctive creative offering that helps brands connect with audiences in meaningful ways, while staying true to the values and quality that define Guardian Australia."
Reporting Structure and Team Integration
Waller will report to Danika Johnston, the Guardian's director of commercial partnerships for Australia. Johnston expressed enthusiasm about the new hire, stating: "Hayley brings a unique set of capabilities to define our branded content offering. Her leadership will drive our creative excellence through content and storytelling, find innovative and brave ways to deliver real impact and proof points for our advertisers and partners, and bring audience intelligence and data into every campaign we deliver."
Johnston continued: "I am beyond thrilled to have Hayley join our team as we shape our creative offering at a time when real connection is more important than ever."
Waller's Vision for Guardian Labs
Hayley Waller commented on her new role: "The opportunity to lead Guardian Labs at a time when brands are increasingly seeking authentic audience connections is incredibly exciting. I'm looking forward to working with the team to create impactful storytelling solutions for clients, while continuing to elevate the role that quality content can play in delivering meaningful business outcomes."
About Guardian Australia
Since launching in Australia in 2013, the Guardian has delivered trusted journalism, giving a voice to the powerless and holding power to account. The Guardian is proudly independent, open to all, funded by many, and beholden to no one. Guardian Australia offers national news coverage and has four bureaux located in Sydney, Melbourne, Brisbane, and Canberra. The Australian newsroom is also part of the Guardian's 24-hour global news operation, helping to cover breaking international stories in all parts of the world.
