Sound Alliance goes native appointing Melanie Mahony in native advertising editor role

Sound Alliance has appointed Australia’s first native advertising editor, Melanie Mahony (left).

The appointment comes as the company leads the charge into native advertising with the new category gaining momentum in Australia.

Says Neil Ackland, Sound Alliance CEO: “Melanie’s appointment reflects our belief that native advertising is on the cusp of exploding in Australia. We see massive growth potential in native advertising therefore we are placing native at the centre of our offering.”

The role will oversee the development of all native advertising campaigns across the Sound Alliance portfolio of sites. Brands that have embraced Sound Alliance native advertising solution to date include Intel, Rekorderlig Cider, HCF, Contiki and Icon Films.

Mahony joined Sound Alliance in 2010 and has always worked at the intersection of brands and content. After completing a double degree in Media and International Studies, she undertook a Graduate Diploma in Journalism at the University of Technology, Sydney before spending the last few years as brand manager of Sound Alliance’s leading youth brands like inthemix, FasterLouder and Junkee.

In addition to working as a brand manager, Mahony was also responsible for managing the social media presence for clients like Rekorderlig Cider, who she helped grow from 30K to 250K Facebook fans in a year, helping it become the most popular cider brand on Facebook.