Social Soup expands into Melbourne; appoints Sally Callan to Melbourne sales director role

Social Soup continues its commercial success and rapid growth, opening a Melbourne office and hiring Sally Callan (left) as Melbourne sales director.

Melbourne is key to Social Soup’s commercial growth with an impressive existing client base including L’Oreal, CUB, and Mondelez.

As influencer marketing continues to grow and is now a go-to strategy for most brands wanting to increase marketing impact, an on the ground presence in Melbourne is crucial to connect with brand and agencies in the city.

Says Sharyn Smith, CEO, Social Soup: “The Melbourne market has always been a key focus for Social Soup. Our enduring partnerships and growth opportunities have led us to the exciting decision to establish a base. Working with Sally, a well-respected, established marketing professional allows Social Soup to maintain our strong relationships and ignite many more.”

Callan brings a wealth of experience and expertise to Social Soup having built a rich commercial career in the Melbourne media market over the past 18 years. She has worked with major brands and publicly and privately listed companies, from a career start at the Seven network to start-up roles at OK! Magazine with Northern and Shell publishing, Crocmedia and Shopper Media.

She is a passionate advocate for leading brand innovation into the digital media landscape, evidenced in her most recent new media role, focusing on how to drive world-leading user experiences across multiple devices in the path to purchase environment.

Social Soup’s advocacy based model in the influencer marketing space connects the above and below the line media strategy for clients to maximise their brand objectives.

Says Callan: “With an influencer marketing model built on a leading tech platform, I am honoured to be working with such a formidable team and a leader in the influencer marketing space.”

Social Soup has been operating for more than 10 years, and are the pioneers of Influencer Marketing in Australia. They boast Australia’s biggest network of influencers and create bespoke, “always on” influence campaigns using leading AI technology from Amazon and a data partnership with Quantium. The agency works with some of the biggest brands in the country, including Unilever, Nestle, CUB, PayPal and L’Oréal.