Jaywing Australia has appointed Fran Martin to the newly created role of Senior Brand Strategist, as the agency continues to expand its performance and creative capabilities.

Martin brings more than 14 years of experience to the role, relocating from Jaywing UK where she served as a senior brand planner for more than five years. In the new role, she will work cross-functionally with the agency’s client service, creative and paid media teams to develop creative campaigns and optimisation plans.

Martin will be based at Jaywing's Melbourne office and will work alongside brands including Online Education Services (OES), New Balance and Crocs.

"In today's data-driven world, where creativity intersects with analytics, brand strategy is an increasingly important component to drive success for our partners. Fran's expertise will not only enhance our ability to generate compelling insights, but also empower us to craft impactful campaigns that resonate with audiences. No stranger to the Jaywing family, we’re delighted she’s made the move to Australia," said Jaywing Australia CEO, Tom Geekie.

Martin said the new role was a great opportunity for her personally. "Jaywing in Australia has seen significant growth over the past 18 months and I’m thrilled to be joining the team to share my experience in brand strategy and planning with the strong roster of clients we have."

The creation of the new role continues Jaywing's growth trajectory, with the agency having appointed its first head of planning, Lily Hopkinson, last November.