Joanna Lilley joins Enigma as Sydney managing director

Independent full-service agency Enigma has appointed former Houston Group executive Joanna Lilley as managing director of its Sydney office, strengthening its leadership team with her extensive brand and advertising experience.

Lilley will lead Enigma’s Sydney team, managing key client relationships and working alongside Newcastle MD Jack Mason, brand strategy head Olivia Hannah Matthews and executive planning director Karl Bates. She will report to Enigma founder Lisa Sutton Gardner.

With more than 20 years of experience across Australia and the UK, Lilley has worked with major brands including NRMA, Macquarie Bank, Sydney Opera House, Lendlease, and Jetstar. During her seven years at Houston Group, she oversaw major brand transformations for Qantas and Caltex, including the transition to Ampol and the creation of the Foodary brand. She also held senior roles at Droga5, where she worked on Woolworths’ Collectibles program and ambassador campaign with Jamie Oliver, and Moon Communications, where she led the national Westfield account.

Most recently, Lilley was principal at Accompany Group, where she shaped the design agency’s strategic vision and business positioning.

Gardner said Lilley’s appointment brings a new level of leadership and expertise to the agency.

“Jo is a prominent hire for Enigma – her appointment brings a new level of leadership and brand expertise to the business and our Sydney team,” Gardner said.

“I was impressed by Jo’s deep brand experience and leadership, with an extensive career. Jo also has a strong network of contacts in the Sydney market, and I know her track record for building lasting client relationships, and her passion and energy will be a welcome addition to Enigma,” Sutton Gardner said.

Lilley said she was drawn to Enigma’s relationship-focused approach to brand building.

“My focus has always been on delivering both short-term goals and long-term value, and I plan to bring this approach to Enigma and its clients. I look forward to sharing my brand transformation expertise with the team, to grow the business and help take the Enigma offering to the next level.”