Premium Content Alliance recruits Lion consumer connections director as head of marketing

Claire Williams joins the group presenting the ThinkTV, ThinkNewsBrands and ThinkPremiumDigital brands

Claire Williams has switched beer and drinks brands for premium media industry marketing and joined Premium Content Alliance (PCA) as its head of marketing.

PCA is the overarching group formed in 2020 to promote the premium content industry as a key advertising channel and manages three brands: ThinkTV, ThinkNewsBrands and ThinkPremiumDigital. The alliance’s founding stakeholders are Foxtel, Foxtel Media, News Corp, Nine, Paramount ANZ and Seven West Media.

Williams boasts of 25 years’ marketing and research experience including 14 years with Lion. Most recently, she was consumer connections director, leading media and partnerships across iconic Australian beer brands including XXXX, Tooheys, Furphy and Hahn. She commenced her tenure with Lion as an insights category manager

Prior to this, Williams was based in London where she held a global role for Diageo over a five-year period, overseeing markets including the US, Europe and Asia. She has also worked as a research director for ID Magasin in the UK.

Credit: Claire Williams


PCA said Williams is tasked with spearheading marketing strategy and output for ThinkTV, ThinkNewsBrands and ThinkPremiumDigital. She replaces Rowena Newman, who left the organisation after a five-year stint in June to become head of media intelligence at Publicis Groupe A/NZ.

“It’s rare to find a candidate with the perfect combination of skills. With her knowledge and experience across multiple categories and countries, Claire is the ideal person to help advertisers and agency partners harness the power of media to build their brands and grow their businesses,” PCA CEO, Kim Portrate, stated.

“Post-Covid, the world has changed. Now, more than ever, marketers need to be thoughtful, insightful and relevant when connecting with consumers. Claire brings a fresh pair of eyes to our business which is exactly what we need to help advertisers get the most out of media and through this inflection point.”

Williams said she was looking forward to bringing her skillset to supporting premium media in Australia.

“The team continues to produce best-in-class research and learnings and I’m looking forward to sharing these insights with our industry colleagues,” she said.  

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