alt/shift/ announces internal promotions to newly created practice head roles

Independent creative communications agency alt/shift/ is championing its internal talent, promoting four senior team members to newly created Practice Head roles to oversee the agency’s national offering.

Alycia Jack steps into the Head of PR role, Damian Davitt continues his role as Head of Social and Content, Sophie Truter moves into Head of Integrated and Sofya Daroy has transitioned into the role of People, Performance and Culture Director.

Says Elly Hewitt, alt/shift/ co-founder and National CEO: “There’s nothing more rewarding than watching brilliant people thrive. Alycia, Damian, Sophie and Sofya have each carved out their own path, and these new roles are a testament to their talent and drive. It’s incredibly exciting—not just for their careers, but for what it means for alt/shift/ as a whole. Their growth is powering our agency forward, and our clients are already feeling the impact.”

Jack has been with alt/shift/ for almost six years, leading the consumer portfolio in Melbourne. Passionate about sharing the dynamic and layered stories inherent to this space, her experience spans PR, creative, content, experiential and partnerships, while also well-versed in corporate profiling. In her new role as Head of PR, Jack is instrumental in leading the agency’s modern earned approach, ensuring strategies and campaigns are built for a social-first landscape. Her client portfolio includes Officeworks, Intrepid Travel, Bakers Delight and Dylan Alcott Foundation.

Davitt joined alt/shift/ four years ago with a focus on helping brands earn attention in an increasingly noisy world. With a strong strategic lens and a background spanning both creative and performance disciplines, Davitt excels at connecting the dots between culture, creativity and commercial impact. As Head of Social & Content, he leads a multidisciplinary team delivering culturally relevant, strategically driven work across organic and paid platforms. His client portfolio includes some of the agency’s most ambitious accounts, including Boost Juice, Ausbuild, TAC, Origin Energy and Y Careers.

Following a diverse academic and work history, Truter also joined alt/shift/ six years ago, and leads the agency’s government, education and corporate portfolio. With experience navigating unique stakeholder needs, Truter is dedicated to outstanding client service and is driven by bringing the best out of others. As Head of Integrated, she brings a ‘no-stone-unturned’ approach to marketing and communications, ensuring the creative strategy is reflected at every possible touchpoint to deliver maximum engagement and impact. She oversees creative-led integrated behaviour change campaigns, including work with the TAC, Victorian Department of Health, Sustainability Victoria, and Cancer Council Victoria.

Daroy has been with alt/shift/ for almost seven years, previously leading operations across the agency. With a background in building systems and processes that help teams do their best work, and a long-standing connection to the agency’s culture and people, her move into People, Performance & Culture Director is a natural progression. In this role, Daroy is focused on elevating how the agency supports talent development, feedback and growth, ensuring alt/shift/ continues to thrive as a great place to work and a home for industry-leading talent.

Adds Hewitt: “We couldn’t be prouder of our Shifties and what they bring to the agency everyday. Their expertise and brilliant approach to delivering impactful work for our clients and thoughtful leadership for our team across our three offices inspires us every day.”

Pictured (clockwise): Alycia Jack, Damian Davitt, Sophie Truter, Sofya Daroy

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