MullenLowe Profero’s Melina Hamilton joins AnalogFolk in strategy director – experiences role

AnalogFolk has appointed Melina Hamilton to the newly created position of strategy director – experiences. Hamilton joins AnalogFolk from MullenLowe Profero where she was senior business designer leading CX and product strategy for three years.

With previous digital roles at Razorfish, Sage Pay, Universal Music, and a background in technology and design, Hamilton has more than 8 years experience developing customer-led ecosystems for clients in Australia and the UK across all sectors including Omnichannel Retail, Placemaking, Government, Financial Services, Hospitality and Luxury. Her experience stretches all the way across the CX strategy spectrum from experience audits, new product development, to digital transformation.

Says Ben Hourahine, strategy partner, AnalogFolk Australia: “To my mind Mel is one of the best strategic thinkers in Australia right now and it is great to have her joining us at AnalogFolk. Our goal is to deliver connected brand experiences for our clients and there are very few practitioners in market with Mel’s deep expertise in developing strategic roadmaps and business strategies from a customer perspective. It is brilliant to be bringing her magic into the mix.”

Most recently at MullenLowe Profero she was leading strategic development for Brown Forman / Jack Daniels, Student Super and QIC Global Real Estate experiences – where her worked picked up two Sitecore experiences awards. Hamilton has two book credits to her name in the ‘Read This If You Want to Take Great Photographs’ series which aims to simplify the complex and inspire people to think creatively – an approach she applies in her client work. Through industry speaking engagements and workshops that introduce students to careers in technology, she also acts as a catalyst for diversity in the industry.

Hamilton joins AnalogFolk as it continues to grow on the back of new client wins in Australia.

Says Hamilton:  “In my career of dealing with highly ambiguous and complex business problems, my ambition is to help brands stay relevant and commercially astute by connecting them to a broader cultural truth and deeper human truth, underpinned by digital intelligence. Joining the like-minded people at AnalogFolk is hugely exciting for me and is representative of the new wave of experience building that combines strategic, creative and entrepreneurial thinking.”