Matthew Slade joins Free Folk Agency and Steady Ground as Melbourne Lead and Head of Sport

Matthew Slade joins Free Folk Agency and Steady Ground in the newly created, hybrid role of Melbourne Lead and Head of Sport to strengthen the agency’s presence in Victoria and bolster the senior leadership team across the agency village.

Slade’s appointment underscores a period of strong momentum for the independent agency group, fuelled by new client wins, a new leadership team and an expanding national footprint 12 months on from opening the Melbourne office.

Slade joins Free Folk Agency and Steady Ground following seven years at Top Shelf International Holdings LTD (ASX), where he served as Head of Marketing and Brands, and Brand and Investor Relations Director. He is an experienced senior communications and corporate affairs leader, having started his career as a journalist before working in various sports organisations, including Cricket Australia and the International Hockey Federation.

In his new role, Slade will bring his unique skillset to lead the Melbourne team, offer specialist advice in corporate affairs, stakeholder management and investor relations and drive the agency forward, with a particular focus on sport ahead of the 2032 Olympic and Paralympic Games.

Free Folk Agency and Steady Ground Managing Director Grace Newman said she is excited to work alongside Slade as the agency continues to evolve and sprints towards a handful of big goals in the next five years: “Matt is exactly the calibre of leader we need as we scale our agency village. He is a proven operator whose expertise across corporate affairs, investor relations, and sport gives Free Folk Agency and Steady Ground a real edge right as the industry gears up for the 2032 Olympic and Paralympic Games.

“Having him lead our Melbourne team is a huge win for the agency, and his experience will be instrumental in driving that growth forward.”

Slade said he is energised by the opportunity to contribute to scaling an ambitious, growing agency group: “What attracted me to Free Folk Agency and Steady Ground was the team’s appetite for growth and genuine commitment to their people and clients. I’m ready to hit the ground running as we build on that momentum together.”

In his role, Slade will work closely with Agency Director Madison West and is part of the Executive Leadership Team alongside co-founders Grace Newman (Managing Director), Teagan West (CRO), David Groszek (CFO) and Katherine Taylor (Ivy Talent Co Agency Director).

Pictured (L-R): Madison West and Matthew Slade

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