FIONA JOHNSTON APPOINTED MANAGING DIRECTOR AT YARNNUP

YarnnUp has appointed former dentsu ANZ executive Fiona Johnston as Managing Director, joining founders William Trewlynn and Ray Alam to lead the First Nations-led business into its next phase of growth. Johnston’s appointment strengthens YarnnUp’s vision to scale nationally, deepen cultural impact and set a new standard for organisational transformation in Australia.

First Nations-led business YarnnUp has appointed respected communications leader Fiona Johnston as Managing Director, marking a pivotal moment in the company’s growth journey. Johnston, formerly of dentsu ANZ, joins founders William Trewlynn and Ray Alam to help scale the business nationally while deepening its impact on cultural change across Australian organisations.  

Founded in 2018, YarnnUp is built on the philosophy of “Blending Wisdom, Inspiring Change”, combining First Nations knowledge with behavioural science, strategy and creativity to drive meaningful transformation. Its offerings span Consulting, Creative and Capability, with a client roster that includes Tourism Australia, McDonald’s Australia, Allianz, DHL, QBE, Philips Australia, the Brisbane 2032 Olympic and Paralympic Games, Seqwater, SAS, The a2 Milk Company and Craveable Brands.  

Johnston brings extensive leadership experience from senior roles at UM ANZ, IPG Global Mediabrands, MediaCom AU, Havas EMEA and dentsu ANZ, having worked with global brands such as Coca-Cola, PepsiCo International, Interbrew Europe, Optus, Woolworths Group and the Australian Federal Government. Her appointment will allow YarnnUp’s founders to focus on long-term vision while strengthening operational excellence, client partnerships and craft.  

Trewlynn emphasised that Johnston’s leadership represents a turning point for the business: “We’re sitting on 60,000+ years of knowledge about how to lead, how to relate to one another, how to make good decisions. I want that in boardrooms and cabinet rooms, treated as real intelligence, not a nice-to-have.” Alam added that Johnston’s understanding of both commercial realities and cultural capability will help YarnnUp scale without compromising its values.  

Johnston said her decision to join YarnnUp was driven by a desire to contribute to a future that creates greater space for First Nations representation. “I’m excited to help realise the next phase of the YarnnUp business, leading an amazing and talented team, alongside Will and Ray, to ensure our impact and client partnerships can create important work that makes us all proud. Culturally sound, client inspired and commercial success with purpose.”  

The appointment comes during a period of sustained growth for YarnnUp, with new client wins and initiatives set to be announced in the coming months. It signals the company’s ambition to set a national standard for First Nations-led leadership and cultural transformation, creating lasting pathways and opportunities for Aboriginal communities while reshaping how organisations approach behavioural change.