Akcelo creates Group Director of Technology role to drive tech and innovation leadership

Akcelo has appointed Jayde Smith to the newly created role of Group Director of Technology, as the brand experience agency continues expanding its technical and innovation leadership.

Smith joins after nine years at DDB Group Australia, where he held senior technology positions and contributed to award-winning campaigns for McDonald’s, Volkswagen, Westpac and Coles.

At Akcelo, he will lead the agency’s technology team in partnership with existing Head of Technology Richard Scanlon, who is transitioning into a more hands-on engineering and architectural role. The pair will focus on enhancing Akcelo’s capabilities across native mobile engineering, e-commerce, martech and CMS systems, as well as bespoke product and service development.

Aden Hepburn, CEO and Co-Founder of Akcelo, said Smith’s arrival was part of the agency’s long-term commitment to embedding innovation into its client offerings.

“Jayde’s appointment reflects our continued investment in building a world-class technology and innovation offering that sits at the heart of how we deliver connected brand experiences at scale,” Hepburn said.

“He brings a wealth of experience in agency–client partnerships, product development and platform delivery. Jayde is known for his collaborative approach and passion for driving incredible solutions — all of which are key to advancing Akcelo’s broader technology offering.”

Smith will also oversee Akcelo’s push into agentic AI, helping the agency evolve its enterprise and bespoke technology solutions to better serve its roster of global brands.

“I’m thrilled to join Akcelo as Group Director of Technology,” Smith said. “The opportunity to lead a growing innovation practice, drive creative technology forward, and work alongside people I’ve admired and collaborated with for nearly a decade made this move incredibly compelling.”

“At a time when technology, creativity and brand experience are intersecting in powerful new ways, I’m excited to help shape what the future of marketing looks like — and to do it with a team that’s not only ambitious, but also deeply passionate about delivering remarkable work.”

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