Alison Tilling

Chief Strategy Officer

With 20 years’ experience in advertising and marketing, Ali is a firm believer in building Connected Brands to create growth. Ali encourages finding human truths from beyond the laptop screen, and combining that with quantitative insight for stronger, fresher strategic thinking. Connected Brands are born of strategies that link Brand, Customer, Employee and Citizen Experience, especially for events and occasions that have global and societal importance.

Ali leads the 24-strong strategy team across Australia and NZ, including data, brand, experience and business-focused strategists, all of whom are united by a curious, generous and rigorous approach to their work. She has previous experience in brand, comms and CX strategy on retail, government, tourism, sports  and beyond. 

Ali is one of Australia’s most Effie award-winning strategists. She contributes to the industry through the APG Committee, mentoring, a regular Mumbrella column, and is an occasional panellist on ABC’s Gruen TV show.