Skip to Content Skip to Navigation Skip to Enquiry Skip to Sitemap

Bonfire Elevates Rene LeMerle to General Manager – Growth; Hayley Boneham Named Head of Marketing, and Sam Gabell Head of Innovation

Article by
14th February 2022 in

LeMerle (pictured above middle) joined the agency as Marketing Manager in 2005. During his tenure, the agency has accomplished many significant milestones including the launch of the Bonfire brand, various agency of the year awards and it continues to achieve record revenue YoY.

Hayley Boneham (pictured above right) will replace LeMerle as Head of Marketing, after joining the team as Marketing Manager two years ago. Boneham will be responsible for the brand, creative and marketing direction of the agency.

Sam Gabell (pictured above left) will step into the newly created role of Head of Innovation after joining the team as Data & Innovation Manager 2.5 years ago. Gabell’s new focus will be on emerging technology and market shifts.

The restructure will also see several other key staff changes. George Gavalas will move into a new role as General Manager – Client Services where he will lead the agency’s growing team of digital specialists after great success in his role as Head of Digital Services.

Peter Gavalas has been instrumental in shaping the way the business operates and will continue to do so as General Manager – Business Operations.

Kiran Shah leads the finance team in her role as General Manager – Finance, working closely with the senior leadership team to further grow the business.

Matt Elshaw will continue as Head of SEO working closely with the team to develop big-impact ideas for clients and will lead the ongoing development of Bonfire’s SEO offering.

Tom Cammarano will continue to oversee the agency’s IT systems and infrastructure in his role of Head of Technology.

Jonette Brooking will become Head of Client Success leading the client services team and nurturing key client relationships.

These changes are the foundation for Bonfire’s next growth phase as the company prepares to scale beyond its 50+ staff.

Bonfire has pioneered innovative agency models since inception. These models have been the cornerstone of the results it delivers to clients and its outstanding business performance.

The restructure is designed to put the agency at the forefront of client engagement in a rapidly changing performance marketing landscape.

CEO Clay Cook says the changes reflect the evolution of the agency, its capabilities and unique offering to clients.

“To meet the changing needs of our clients, we’re taking a bold step to redefine the agency and build a new model for our industry, to which we helped create 12 years ago.”

“This restructure will allow us to continue the development of our digital capabilities as we navigate the evolving digital landscape”, says Cook.

Pictured L-R: Jonette Brooking, George Gavalas, Tom Cammarano, Peter Gavalas, Matt Elshaw, Clay Cook, Hayley Boneham, Rene LeMerle, Sam Gabell, Kiran Shah.

Stay up to date with the latest news from the brightest minds.


Enter your email below for all the latest news and resources.

  • This field is for validation purposes and should be left unchanged.

Close enquiry the form