Enigma has appointed Jenna Russell as Executive Strategy Director, marking her return to Australia after 18 years in London. Formerly Strategic Group Head at creative agency Elvis, Russell brings experience with major brands like Cadbury, OREO, and Huggies. She joins Enigma’s Sydney office to strengthen its multi-discipline strategic offering.
Australian independent creative agency Enigma has appointed seasoned strategist Jenna Russell as its new Executive Strategy Director, reinforcing its expanding leadership team and deepening its strategic capabilities across markets.
Russell joins Enigma’s Sydney office following nearly two decades in London, where she held senior strategic positions at top agencies. Most recently, she served as Strategic Group Head at Elvis, a creative agency known for its innovative work with global brands.
During her tenure at Elvis, Russell played a central role in developing brand strategies for Mondelez (including Cadbury, OREO, and Philadelphia), Kimberly-Clark’s Huggies, as well as purpose-driven organisations such as Greenpeace and WaterAid. Her strategic insight and ability to blend cultural relevance with creativity have helped these brands craft campaigns that connect deeply with audiences across multiple platforms.
Her previous experience also spans creative and broadcast environments, including positions at Fall Off The Wall and Fox International Channels, where she honed her expertise in brand storytelling and audience engagement.
For Russell, who originally hails from Newcastle, joining Enigma marks something of a homecoming—a return to the city where the agency was founded more than 30 years ago. The move not only reconnects her with her roots but also positions her to contribute to Enigma’s ongoing national and global ambitions.
Speaking about her new role, Russell said she was attracted to Enigma’s energy, ambition, and collaborative spirit.
“There’s a real sense of energy at Enigma, and the opportunity to collaborate with industry leaders like Dom Hickey and Simon Lee is incredibly exciting,” Russell said.
“From the first meeting, it was clear the ambition to deliver world-class creative work is brought to life by the energy and momentum the team are building together. I’m looking forward to bolstering the agency’s strategic offering and helping deliver work that truly connects with and moves real people.”
Enigma’s Chief Strategy Officer, Dom Hickey, welcomed Russell’s arrival, describing her as a “rare hybrid planner” who brings both analytical sharpness and creative intuition to the role.
“Jenna’s a rare hybrid planner with a point of view on culture, style, taste, and creativity that you feel in every conversation,” Hickey said.
“She’s whip-smart and exactly the right fit as we grow the multi-discipline strategic offering for our clients. Jenna brings a wealth of experience, and we’re incredibly excited to have her onboard.”
Russell’s appointment comes as Enigma continues to expand its footprint and capabilities beyond its Newcastle origins. With offices now in Sydney, Newcastle, and Brisbane, the agency has evolved into a national player known for its integrated approach that bridges strategy, creativity, media, and digital innovation.
Her experience with high-profile global brands adds a new layer of strategic depth to Enigma’s client work. Having guided marketing transformations for household names and NGOs alike, Russell brings a nuanced understanding of how creativity intersects with social consciousness, a quality that aligns well with Enigma’s growing focus on purpose-driven storytelling.
In an industry increasingly shaped by shifting consumer expectations, Enigma’s move underscores its commitment to building an agency that thrives on cultural intelligence and multi-disciplinary collaboration. With Russell’s appointment, Enigma aims to further strengthen its position as one of Australia’s leading independent agencies capable of delivering creative work that resonates both locally and globally.
For Russell, the new role also represents an opportunity to apply her London-honed expertise to the evolving Australian advertising landscape. Her focus will be on enhancing Enigma’s strategic framework, mentoring its next generation of planners, and driving campaigns that balance commercial success with emotional authenticity.
As the creative industry navigates a post-pandemic era of transformation—marked by new media platforms, heightened consumer awareness, and the fusion of data with storytelling—Russell’s arrival signals Enigma’s intention to stay ahead of the curve.
Her leadership is expected to help shape a new phase for the agency, one that embraces cultural insight, bold creativity, and measurable impact.
In many ways, Russell’s return to Australia completes a full-circle story: from Newcastle to London and back again—this time to help the very city where her career began become a hub for world-class creative strategy.
With her appointment, Enigma continues its steady evolution from a regional success story to an influential player on the national creative stage—driven by people like Russell who understand that great strategy is not just about ideas, but about moving real people through meaningful connections.
