Wellcom Appoints Natalie Smith as Director of Strategy

Wellcom is thrilled to announce the appointment of Natalie Smith as Director Of Strategy. With over 15 years of experience in creating impactful, data-driven strategies, Natalie brings a fresh perspective that blends strategic experience across branding, customer experience, PR, social and integrated campaigns to deliver truly effective and culturally relevant work.

Natalie's career gives her a holistic understanding of how to build and execute strategies that resonate with consumers and drive business results. Her experience includes working at some of the world’s most respected agencies—R/GA, Leo Burnett, Ogilvy, Example, and Present Company—delivering cross-functional work for clients in industries such as technology, financial services, fashion, and consumer packaged goods (CPG). Whether repositioning SaaS products, launching new mobile phones, or designing campaigns for emerging alcohol variants, Natalie’s approach has always been focused on creating work that is both strategically sound and culturally impactful.

"We are delighted to welcome Natalie into the Wellcom team," said Marnie Darren, GM of Wellcom Sydney. "Natalie’s expertise bolsters our strategic leadership and rigour in providing integrated, innovative, and culturally informed solutions for our clients, including Freedom Furniture, Stanley and Woolworths.”

“Wellcom has transformed into a new kind of creative production agency in the last few years. We have a team of thinkers and makers who understand strategy, creative, production and technology. We are fully equipped to unlock our clients creative potential with measurable impact,” said Marnie.

Natalie’s diverse experience with global brands such as Samsung, Unilever, Canva, Beats by Dre, Tiffany, L'Oréal, and Heineken equips her to deliver creative solutions that seamlessly combine strategy, consumer experience, and PR tactics, creating work that truly resonates with audiences.

"Great strategy is about more than just an eye-catching logo or compelling campaign—it’s about creating a cohesive experience that spans across every consumer touchpoint," said Natalie  "At Wellcom, we have a unique and very exciting ability to integrate creative excellence and strategic thinking to ensure that every part of the experience is not only creatively compelling but also highly effective and aligned with business goals – all created in real time by our industry leading production capabilities."

Natalie’s work is driven by a deep understanding of consumer behaviour and cultural trends. Her strategic approach ensures that brands don’t just capture attention—they build lasting relationships with consumers. Natalie always brings a human insight-driven focus that anticipates where cultural trends are headed, ensuring that the work she produces stays ahead of the curve.

"Creative excellence and strategic effectiveness are two sides of the same coin," she explained. "It’s not enough for a campaign to look good — its messaging and execution must align with the brand’s core values and resonate with its target audience across all channels. That’s why I’m excited to work with Wellcom’s talented team to deliver integrated solutions that drive measurable results, across our functions in social media, technology, creative and production for some of Australia and New Zealand’s leading brands."

“I’m really happy to join the transformation that Marnie, Oli and Andy are building across ANZ for Wellcom. Being able to truly deliver end to end solutions for clients is exciting and it’s the future of agencies in this climate. We need to be able to deliver rapid response outcomes that don’t sacrifice thoughtfulness. Wellcome is uniquely positioned to ‘think and make’ in real time - and I strongly believe that’s the future of the agency model,” she says.

Wellcom is a leading creative production agency with offices across Australia and New Zealand. The agency helps brands connect with consumers through integrated creative solutions that span digital, print, and experiential media. Wellcom’s unique ability to merge strategy with production capabilities ensures brands are not only visually compelling but also highly effective across every touchpoint.