Via Group makes five hires to support APAC growth
Marketing comms agency Via Group has made five hires in its Sydney team, to support its growing presence across APAC.
The announcement:
Celebrating two years as a cross-border integrated marketing and communications agency Via Group (Via) has made five strategic hires to accelerate its expansion and meet rising demand from global clients entering, expanding, and deepening their presence across Asia Pacific.
The appointments come off the back of two years of accelerating its client base, doubling year-on-year. From shaping brand strategies, developing commercialisation products and go-to-market assets, to building reputations across borders, Via continues to work with ambitious firms to deliver commercial impact.
Via’s new bench join to bolster its three business arms of Strategic Communications and Advisory, PR and thought leadership, and Marketing and Commercialisation.
Karyn Smith joins as COO, based in Sydney. With more than 15 years of experience across agency, client-side and media sales roles, Karyn brings a 360-degree perspective to commercial strategy, operations and client service with her goal to deliver top-notch delivery and engagement for Via’s growing client base. She has led senior business management roles and was recognised with the Women in Media Award for Client Services in 2023. Karyn will focus on building scalable systems and delivering operational excellence as Via continues to grow, particularly offshore.
Jacqueline Barham joins as Marketing Director, based in Sydney. A growth-focused marketing leader, Jacqueline has successfully scaled new ventures and driven business transformation through bold marketing strategies and digital innovation. She brings experience across industries including financial services, insurance, and entertainment, with senior roles at Qantas, HSBC, and Insurance Australia Group.
Lydia Maranta joins as Client Partner in Sydney, bringing international expertise in corporate communications, brand positioning and reputation management. Previously based in London, Lydia worked at Reckitt and M&C Saatchi, where she led diverse teams, built cross-sectoral partnerships, and delivered campaigns with global impact. Lydia is supporting some of Via’s largest international clients as they expand and navigate the Australian market.
Oliver Goldsmith has relocated from London to join Via’s Sydney team as a Digital Specialist. With a strong background in social media strategy, paid campaigns, and digital content, Ollie previously worked at Hanover Communications advising government bodies, financial institutions and pharmaceutical firms across Europe and the Middle East. His hybrid skill set bridges the gap between high-level brand goals and sharp digital execution.
Hinal Parekh joins as Account Manager, also based in Sydney. A PR and communications specialist, Hinal has worked across sectors including property, tech, financial services and not-for-profit. Previously at Keep Left and Honner, she has a strong track record in delivering high-impact media campaigns and strategic corporate communications.
Commenting on Via’s growth and talent, Tala Booker, Founder and CEO of Via believes its clear there’s a market opportunity for a cross-border agency with deep global knowledge combined with local expertise.
She continued: “We pride ourselves on being a high-touch, boutique and senior team, acting as a true partner and extension to our clients as they navigate, deepen or expand across Asia Pacific. This team bring stellar international experience to our clients and a shared belief in the power of clarity to cut through complexity. Each member of our team strengthens our ability to advise and execute for our clients with confidence and precision – whether we’re working with scaling firms going to market in new countries or helping multinational firms, one thing remains true – we know how to help businesses and leaders connect with audiences across borders, cultures and engage their audiences more meaningfully.”
Source: Via Group
