Blab Business
TwentyTwo Digital Names Ashton Tuckerman Managing Director Amid Record Growth
On 19 July 2026, Brisbane‑based full‑serve marketing agency TwentyTwo Digital announced that Ashton Tuckerman will take the helm as Managing Director, a move that follows the firm’s strongest financial year to date.
The appointment comes after TwentyTwo Digital reported a 32 % year‑on‑year increase in revenue for FY26, a figure that underscores the agency’s rapid expansion and solidifies its reputation as a strategy‑led partner.
Founder Sarah Pelecanos will transition to the title of Founder, a shift that frees her to concentrate on strategic initiatives while remaining intimately involved in the business. The agency also welcomed Holly Grindrod as its inaugural Head of Client Services and promoted Head of Digital Mikayla Nicol to the Executive Leadership Team.
The reshuffle follows a wave of significant client wins across healthcare, not‑for‑profit, retail and professional services sectors. TwentyTwo Digital has built its brand around a blend of data, creativity and commercial thinking, positioning itself as a partner that delivers measurable marketing outcomes.
“We’ve been intentionally building a business that isn’t reliant on any one person, and our new leadership structure reflects that work,” Tuckerman said in the press release. “It gives us the capacity to keep growing without compromising the quality of thinking or service our clients have come to expect from us.”
Pelecanos added that the transition lets her focus on new strategic initiatives while staying connected to the agency she launched in 2020. “Ashton has played a pivotal role in TwentyTwo’s growth over the past two years, helping shape the business into what it is today,” she said. “This appointment recognises both the impact she’s already had and where we’re heading next.”
Grindrod comes from Brisbane agency Media Merchants, where she managed client relationships for brands such as Amart, Zarraffa’s Coffee, Good Price Pharmacy Warehouse, Great Southern Bank and BSR Group. Her experience is expected to strengthen client service delivery as the agency expands.
Nicol’s promotion follows her tenure as Head of Digital, during which she steered the agency’s digital strategy and execution.
TwentyTwo Digital’s FY26 revenue growth mirrors a broader trend in the Australian marketing landscape, where agencies that combine data‑driven insights with creative execution are increasingly sought after. The firm’s focus on strategy, creativity and commercial outcomes aligns with industry expectations for measurable impact.
Founder Pelecanos has described the agency’s founding principle as a response to the “burn‑out” and lack of accountability she saw in traditional agency models. Since 2020, the firm has cultivated a culture that prioritises people, data and client outcomes.
With the new leadership structure in place, TwentyTwo Digital is positioning itself to become one of Australia’s leading independent marketing agencies. The FY27 outlook emphasises continued growth, talent investment and a broadened client portfolio.
The appointment of a Managing Director, the addition of a Head of Client Services, and the elevation of the Head of Digital to the executive team are all part of a deliberate strategy to decentralise decision‑making and sustain the agency’s rapid expansion.
Recent client wins span healthcare, where data‑driven campaigns improve patient engagement; not‑for‑profit organisations seeking cost‑effective, high‑impact outreach; and retail and professional services clients benefiting from an integrated approach to digital and traditional media.
The leadership changes are expected to reinforce the agency’s ability to attract and retain top talent. Tuckerman’s statement that the agency “invests in great people” underscores a commitment to building a workplace that encourages high performance.
As the agency enters FY27, it will continue to focus on delivering marketing solutions grounded in data, creativity and commercial thinking. The leadership team’s expansion signals a readiness to take on larger, more complex accounts while maintaining the quality of service that has defined the agency’s growth.
TwentyTwo Digital’s announcement arrives at a time when the Australian marketing industry is evolving in response to digital transformation and shifting client expectations. The firm’s record growth, leadership restructuring and strategic focus position it well to navigate the next phase of expansion.
The company’s next steps will likely involve further talent acquisition, deepening client relationships and exploring new market opportunities. Investors and clients will be watching how the new leadership team translates the agency’s growth trajectory into sustained performance in FY28 and beyond.
The appointment comes after TwentyTwo Digital reported a 32 % year‑on‑year increase in revenue for FY26, a figure that underscores the agency’s rapid expansion and solidifies its reputation as a strategy‑led partner.
Founder Sarah Pelecanos will transition to the title of Founder, a shift that frees her to concentrate on strategic initiatives while remaining intimately involved in the business. The agency also welcomed Holly Grindrod as its inaugural Head of Client Services and promoted Head of Digital Mikayla Nicol to the Executive Leadership Team.
The reshuffle follows a wave of significant client wins across healthcare, not‑for‑profit, retail and professional services sectors. TwentyTwo Digital has built its brand around a blend of data, creativity and commercial thinking, positioning itself as a partner that delivers measurable marketing outcomes.
“We’ve been intentionally building a business that isn’t reliant on any one person, and our new leadership structure reflects that work,” Tuckerman said in the press release. “It gives us the capacity to keep growing without compromising the quality of thinking or service our clients have come to expect from us.”
Pelecanos added that the transition lets her focus on new strategic initiatives while staying connected to the agency she launched in 2020. “Ashton has played a pivotal role in TwentyTwo’s growth over the past two years, helping shape the business into what it is today,” she said. “This appointment recognises both the impact she’s already had and where we’re heading next.”
Grindrod comes from Brisbane agency Media Merchants, where she managed client relationships for brands such as Amart, Zarraffa’s Coffee, Good Price Pharmacy Warehouse, Great Southern Bank and BSR Group. Her experience is expected to strengthen client service delivery as the agency expands.
Nicol’s promotion follows her tenure as Head of Digital, during which she steered the agency’s digital strategy and execution.
TwentyTwo Digital’s FY26 revenue growth mirrors a broader trend in the Australian marketing landscape, where agencies that combine data‑driven insights with creative execution are increasingly sought after. The firm’s focus on strategy, creativity and commercial outcomes aligns with industry expectations for measurable impact.
Founder Pelecanos has described the agency’s founding principle as a response to the “burn‑out” and lack of accountability she saw in traditional agency models. Since 2020, the firm has cultivated a culture that prioritises people, data and client outcomes.
With the new leadership structure in place, TwentyTwo Digital is positioning itself to become one of Australia’s leading independent marketing agencies. The FY27 outlook emphasises continued growth, talent investment and a broadened client portfolio.
The appointment of a Managing Director, the addition of a Head of Client Services, and the elevation of the Head of Digital to the executive team are all part of a deliberate strategy to decentralise decision‑making and sustain the agency’s rapid expansion.
Recent client wins span healthcare, where data‑driven campaigns improve patient engagement; not‑for‑profit organisations seeking cost‑effective, high‑impact outreach; and retail and professional services clients benefiting from an integrated approach to digital and traditional media.
The leadership changes are expected to reinforce the agency’s ability to attract and retain top talent. Tuckerman’s statement that the agency “invests in great people” underscores a commitment to building a workplace that encourages high performance.
As the agency enters FY27, it will continue to focus on delivering marketing solutions grounded in data, creativity and commercial thinking. The leadership team’s expansion signals a readiness to take on larger, more complex accounts while maintaining the quality of service that has defined the agency’s growth.
TwentyTwo Digital’s announcement arrives at a time when the Australian marketing industry is evolving in response to digital transformation and shifting client expectations. The firm’s record growth, leadership restructuring and strategic focus position it well to navigate the next phase of expansion.
The company’s next steps will likely involve further talent acquisition, deepening client relationships and exploring new market opportunities. Investors and clients will be watching how the new leadership team translates the agency’s growth trajectory into sustained performance in FY28 and beyond.
