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Rebekah Allison joins P&G as senior brand communications lead. The communications leader, whose CV runs from Nike and Amazon to Diageo and Airbnb, takes up the role in Australia after a stint as a freelance consultant 2 hours ago November 6, 2026 SYDNEY: Nike, Amazon, Diageo, Airbnb and now Procter & Gamble (P&G). Rebekah Allison has joined the consumer-goods giant as senior brand communications lead in Australia, from October 2026, in a hybrid role that caps a career spent working for some of the world's most recognisable brands. Allison describes herself as a senior marketing and communications leader with a track record of delivering 360° marketing strategies for some of the world's most iconic brands, including Nike, Amazon, Diageo, Airbnb, Coca-Cola, Cadbury, P&G, L'Oréal Paris and The Body Shop. She says she operates across the full marketing ecosystem, from brand strategy and public relations (PR) through to influencer, digital, and earned, owned and paid media and integrated campaign execution. Her pitch is that she brings both the strategic vision and the hands-on leadership to make it happen. She is happy to share, in her own words, that she has started the new role at P&G. She says she was looking for the right role, one that draws on the full breadth of her experience and lets her lead with creativity and strategy. What sets her work apart, she says, is an ability to move fluidly across industries and brand types, from global fast-moving consumer goods (FMCG) and luxury to technology, retail fashion and lifestyle, while keeping what makes a brand distinctive. She is driven by work that is culturally relevant, commercially grounded and genuinely connected to people. P&G will find the name familiar. At Herd MSL, Allison managed PR across the company's healthcare and household portfolio, including Metamucil, Oral-B, Gillette, Ambi Pur, Downy and Pampers, delivering integrated communications across product launches, media relations and consumer campaigns. Few appointments come with that kind of head start. She already knows the brands, and she has spent a decade in the agency and client seats that decide how brands are heard. Her most recent chapter was as a freelance consultant through Cocora Agency, from November 2025 to October 2026, in Sydney. There she provided senior marketing, communications and brand strategy across consumer, lifestyle, fashion, sport, technology and purpose-led sectors. As a contract PR and communications lead at One Green Bean, she led the PR and influencer function across a portfolio of global consumer brands. Campaigns included the Nike x Sam Kerr Mercurial launch, the Nike Melbourne Marathon media and influencer partnership, the Nike Metcon 10 launch at Sydney Swans HQ, the Skims x Nike collaboration and Amazon Prime Day ANZ, with ongoing activity across Nike, Apple, Amazon, Pinterest and Beats by Dre. She also contributed to agency new business. As a contract senior project manager (marketing) at Cancer Council, she led agency management and two of the organisation's most significant national awareness campaigns, 'End the Trend' and 'Save Our Skin'. By her account, the skin cancer prevention campaigns drove a 35 per cent plus increase in Australians following proper prevention protocols. The Diageo years were the longest. Over three years and two months as a contractor, from October 2022 to November 2025, Allison moved through three roles. She began as PR and influencer marketing manager, building Diageo's Australia and New Zealand (ANZ) earned and influencer function from the ground up, managing two direct reports and leading two agency partnerships. She delivered $4mn+ in annual savings by scaling an in-house influencer model, which Kantar measurement validated as a top-performing channel. She led campaigns across Sydney WorldPride, AFLW, Australian Fashion Week, Formula 1 and the Australian Open. She then became media and connections planning lead from January to November 2024, leading media strategy, connections planning and marketing effectiveness across owned, earned, shared and paid channels, and setting up measurement frameworks and attribution models that link communications activity to brand health and commercial outcomes. Her final role was marketing transformation manager from November 2024 to November 2025, leading Diageo ANZ's marketing transformation agenda as senior holistic lead across creative, PR, media and shopper workstreams. She spearheaded the ANZ rollout of Connections 2.0, Diageo's global brand planning platform, and reviewed the agency model, rationalising supplier relationships and delivering measurable efficiency across creative and external costs. That mix of storytelling and spreadsheets is the story of the CV. Plenty of communicators can land coverage, and fewer can also prove what it was worth. Allison's years at Diageo, where she tied communications to brand health and commercial results, suggest she can do both. Before Diageo came Gumtree Australia, where she was PR and corporate communications manager on contract from December 2021 to October 2022. She led PR, communications, brand strategy and social and digital media across Gumtree Group, including Gumtree Marketplace, CarsGuide and Autotrader, advising the chief executive, chief marketing officer and chief financial officer on reputation management, issues preparedness and strategic storytelling. She managed three direct reports and three agency partnerships. She conceived and launched Gumtree Australia's first-ever Circular Economy Report, commissioning original consumer research and creating the experiential 'House of Circularity' activation. The campaign generated 400+ pieces of press coverage, a 67 per cent uplift in website traffic and a 43 per cent increase in listings, and she describes it as one of the brand's most successful campaigns to date. She also led the launch of Gumtree Cars and built the brand's presence on TikTok and Instagram from the ground up. As senior account director at One Green Bean, from March 2020 to December 2021, she led the PR team across Nike, Amazon, Amazon Alexa and Devices, The Body Shop, Noshu and Airtasker. For Nike, she worked on consumer PR, product and kit launches, running programmes, athlete and trainer partnerships and sponsorship communications, including work with the Socceroos, and managed the brand's corporate reputation. For Amazon, she led the creative, PR and influencer strategy for the national 'Aussies Get Alexa' launch campaign. She led PR strategy for Airtasker through its 2021 ASX public listing, and led The Body Shop's annual Christmas campaign with Australian Voice contestant Siala to raise funds and awareness for female homelessness. Her agency apprenticeship at Herd MSL ran for four years and nine months from January 2015, rising from senior account manager to account director in March 2017. The client list is long. For Airbnb, she conceived and delivered the award-winning Country Pub Project, a national campaign supporting regional Australian pubs that partnered with the NSW Tourism Minister and contributed to a WARC Grand Prix for Effective Use of Brand Purpose and a PRIA Golden Target Award. For Arnott's, she led the launch of Arnott's Chocolate, the Tim Tam Slam campaign and the Shapes x NRL partnership. For Commonwealth Bank, she led PR for its Domestic and Family Violence Emergency Assistance Program, raising awareness of financial abuse. For Uber, she directed the local team on Tourism and Events Queensland's 'scUber' campaign, the world's first rideshare submarine experience on the Great Barrier Reef, which achieved 1,500+ pieces of global coverage. For Clipsal, she led communications around its partnership with The Block, creating the smartest home in the show's history. Other clients included The Iconic, nbn and Schneider Electric across Australia and New Zealand. It all began in sport. Allison started her communications career at Sport Australia, then the Australian Sports Commission, from January 2012 to January 2015, rising from communications coordinator to communications manager for high performance within two years. She was senior communications lead for the Australian Institute of Sport, supported its landmark 2014 rebrand with Landor as part of the Winning Edge strategy, and drove launch communications for the AIS Sports Draft, a first-of-its-kind national talent identification programme for combat sports. As coordinator, she delivered national communications for the Prime Minister's Olympic and Paralympic Challenge during the London 2012 Games. The common thread is a communicator who has worked in sport, government, agencies and in-house teams, and who moves between them with ease. For P&G, whose brands sit in millions of Australian homes, a leader who can build narratives, protect reputation and show the commercial payoff is a welcome arrival.