Women to Watch 2022: Shivani Maharaj, Wavemaker | Marketing

Shivani Maharaj

Chief content material and partnerships officer, AUNZ

At all times able to be taught and encourage, Shivani Maharaj has championed the ability of influencer advertising and marketing to nice success, profitable each pitches and devotees alongside the best way.

As chief content material and partnerships officer at Wavemaker Australia, Maharaj has not solely overseen the continuing and continued development of content material and partnerships, however ensured throughout Covid that they thrived. Extra of Wavemaker’s model purchasers are in search of media options that transcend conventional promoting, so Maharaj is tasked with driving addressable alternatives throughout the company and for purchasers, constructing out the company’s capabilities, and embedding content material options into the planning course of.

After finishing a double main in communications, promoting and PR, Maharaj joined Australia’s largest journal writer, ACP Magazines. However after witnessing the ability media businesses wielded with the promoting division, she shortly jumped to MediaCom in 2006. For the following decade, she honed her expertise and sharpened her acumen to go away a mark in profitable campaigns with Volkswagen-Audi Group, Yum Manufacturers, Canon, and PharmaCare amongst others. She additionally obtained a number of Media Federation of Australia Award wins.

After a profitable 10 years with MediaCom, Maharaj moved to Maxus International which later grew to become Wavemaker, the place she led content material creation throughout six places of work: Sydney, Melbourne, Brisbane, Adelaide, Perth, and Auckland. One of many first few individuals within the business who fully grasped and employed influencer advertising and marketing, she helped make it the company’s fastest-growing product, quadrupling income year-on-year.  

Answerable for main the company’s artistic hub, Maharaj often pitches in opposition to artistic, digital, social and PR businesses. She performed a key function within the win of the L’Oréal in August 2021, in addition to Danone and Audible in 2022.

One of many greatest belongings is her relentless ‘child-like vitality’ and ‘can do angle’. That is evidenced by the truth that Wavemaker staff select to observe her wherever she strikes throughout the company, as do purchasers. PharmaCare, a multi-million-dollar pharmaceutical shopper in Australia, has adopted her from MediaCom to Maxus to Wavemaker, whereas Airbnb has requested for Maharaj to remain on their account because the Essence-MediaCom merger occurs in Australia (she led the account win for Essence and Wavemaker).

Past work, Maharaj has judged at Cannes Lions twice since 2021—final 12 months, as the one Australian choose for the Social and Influencer class; then for the Digital Younger Lions in 2022. Inside Wavemaker and GroupM, Maharaj dedicates herself to mentoring employees with generosity and consistency. She has guided numerous careers over her 16 years at GroupM and her mentees have grown to be senior members in businesses throughout Sydney and abroad.


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