Motio has appointed former JCDecaux and ATN executive Christian Tyson as national sales director, signalling a major growth push for the out-of-home media company. Former sales head Gordon D’Mello has been promoted to oversee content, product and marketing, unifying Motio’s creative and strategic efforts for its next phase of expansion.
Motio has signalled a new phase in its evolution as a rising out-of-home media player with a pair of significant leadership appointments that together point to an ambitious period of expansion, product strengthening and market consolidation. The company, listed on the ASX and steadily building a reputation for innovative place-based media solutions, has welcomed industry veteran Christian Tyson as its new national sales director, while promoting long-time executive Gordon D’Mello to the expanded role of director of content, product and marketing. The two announcements, made simultaneously, underscore Motio’s intention to deepen its operational capability across both commercial and creative fronts.
Tyson joins Motio after a career shaped by two of the biggest names in the out-of-home landscape: JCDecaux and ATN, previously known as the Australian Traffic Network. At JCDecaux, he led new business efforts, working closely with agencies and brands to unlock revenue across premium street furniture, airports and large-format sites. At ATN, he headed sales, gaining experience in a segment defined by real-time information delivery and broadcast-style reach. His dual exposure to both traditional out-of-home and emerging digital formats positions him uniquely to guide Motio’s sales strategy as the market continues to shift towards data-driven, environment-specific media.
Motio’s decision to bring in a leader like Tyson reflects the broader dynamics of the Australian out-of-home sector, which has been posting consistent growth as advertisers increasingly invest in contextual media that can reach consumers in real-life environments. Where traditional OOH media once competed mainly on scale and physical reach, the contemporary landscape now demands more integrated thinking, combining sales execution with insights, creativity and tech-enabled precision. Tyson’s track record suggests a blend of relational strength and commercial rigour that the company believes will help it accelerate in this competitive environment.
In a statement accompanying the announcement, Tyson emphasised that the backbone of his career has always been strong relationships—relationships with agencies, partners, brands and internal teams. “Strong relationships have always been the foundation of my career—they’re what create momentum, unlock ideas and ultimately drive results,” he said. He also noted that he was looking for a role where the relational capital he has built over the years could be channelled into meaningful growth. Joining Motio, he said, offers exactly that: a business at a high-energy stage of evolution, ready to scale, evolve and compete more aggressively in the national OOH market.
His appointment signals more than just a personnel shift; it highlights Motio’s belief that its next chapter will require stronger commercial networks and deeper business development capability. As a growing player in the place-based media sector—an area defined by screens in gyms, health centres, retail environments, and professional settings—Motio operates in a space that is both expanding and diversifying. Brands increasingly seek relevance, hyper-local messaging and opportunities to speak to audiences at precise touchpoints. For Motio, the challenge is not only to secure more clients but to help advertisers understand how contextually rich environments can drive behaviour. Tyson’s experience bridging legacy OOH models and digital-first strategies could help Motio sharpen this narrative.
Alongside Tyson’s appointment, the company has elevated Gordon D’Mello to a significantly broadened leadership role. Previously head of sales, D’Mello now becomes the director of content, product and marketing—a title that signals just how central creative and brand storytelling will be to Motio’s future. D’Mello has long been a key figure within the company, known for shaping its creative sensibility and pushing for richer, more meaningful content within its network of screens. Now, with his expanded mandate, he will bring together content capabilities, product evolution and brand marketing under what the company describes as “one strategic umbrella.”
This reorganisation reflects a trend in the OOH industry in which media owners are increasingly placing content at the heart of their value proposition. As screens proliferate and digital adoption increases, differentiation comes not only from where the screens are placed but also from the quality and relevance of what appears on them. Motio CEO Adam Cadwallader highlighted precisely this distinction in his comments about D’Mello’s promotion. He described D’Mello as “instrumental in shaping our creative and content direction,” pointing specifically to his journalistic instincts, creativity and ability to bring brands and physical locations to life.
Cadwallader’s emphasis on journalistic instinct is notable. It positions D’Mello not just as a marketer or product head but as someone who understands storytelling—how to craft narratives that resonate with audiences in environments where attention is fragmented and context matters deeply. “This evolution allows him to elevate that strength and make it a true backbone of our place-based proposition,” Cadwallader said, suggesting that Motio sees content not as a supplementary layer but as a foundational element of its offering.
In many ways, the dual announcements reflect a strategic blueprint: Tyson will amplify Motio’s reach and commercial ambition, while D’Mello will sharpen and integrate its creative and product identity. Together, the appointments hint at a company preparing to compete at a higher level within the national media sector, bridging commercial growth with creative excellence.
Motio’s positioning within the out-of-home ecosystem is particularly interesting because it sits within the fast-growing niche of place-based media. Unlike traditional billboards or transit advertising, place-based networks deliver targeted content in controlled indoor environments—doctor waiting rooms, fitness centres, childcare locations, or other community hubs—where audience behaviour differs significantly from that of passersby in public spaces. In these intimate settings, content relevance becomes paramount, and partnerships with advertisers become more consultative. This unique dynamic requires a leadership team capable of navigating both the commercial realities of out-of-home and the narrative demands of content-driven engagement.
Tyson’s appointment also suggests that Motio intends to be more aggressive in building national partnerships and increasing agency visibility. Given his decades of experience across major OOH networks, he steps into the role with not only relationships but also insights into how major advertisers make decisions, what agencies seek from place-based partners and where opportunities exist for emerging players. His ability to translate these insights into strategy will be critical as Motio scales.
Meanwhile, D’Mello’s expanded remit points to a desire to integrate creative, product and marketing functions more cohesively—a move that aligns with trends in media companies that recognise the need for unified brand storytelling. By giving one leader oversight of content, product development and marketing, Motio is effectively collapsing silos that often slow innovation and dilute brand coherence. This could lead to more cohesive campaigns, faster product iterations and a clearer articulation of Motio’s value to partners.
The company has described the changes as supporting “the next phase of growth.” Though the specifics of that phase are not detailed in the announcement, the appointments themselves offer clues: deeper national sales capability, a unified content and marketing strategy, and an increased emphasis on storytelling that brings brands and locations to life. All of these point toward a company preparing to scale its presence, sharpen its competitive edge and define itself more clearly within the fast-evolving out-of-home landscape.
For Motio, these leadership changes represent more than an internal update. They reflect the company’s belief that the next chapter of out-of-home growth will favour players who can combine strong commercial networks with creative differentiation and a deep understanding of contextual media. With Tyson and D’Mello stepping into their new roles, Motio is signalling that it is ready to compete, innovate and grow with renewed energy and sharper strategic focus.
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