Nova Entertainment Creates Sydney Commercial Director Role for Multi-Platform Audio

Nova Entertainment has appointed Sarah Cohen as Commercial Director – Sydney, a newly created role that expands her remit across the network's full Sydney agency, independent agency, and direct client base, effective March 2026.

Nova's Three-Part Commercial Structure Takes Shape

The appointment places Cohen within a three-pillar commercial leadership model at Nova. Her Sydney market role sits alongside Ashley Earnshaw, Group Commercial Director for Agency, and Josh Halling, Group Commercial Director for Direct and Indies.

The structure separates geographic market ownership from national category responsibilities. Cohen's mandate covers radio, podcasts, and retail audio, making this a multi-platform revenue role rather than a traditional radio sales position.

Chief Commercial Officer Nicole Bence described the mandate in terms of "simplicity, creativity, and accountability to clients," framing the new role as a way to make it easier for agency partners to navigate multi-platform audio buys through a single, senior relationship owner.

A Promotion Built on Demonstrated Market Performance

Cohen joined Nova in 2024, leading the Sydney direct and independent agency team to record revenue before being elevated to the expanded director role.

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The promotion reflects Nova's internal model: reward market-specific performance first, then grant broader commercial authority. The newly created position extends her coverage to include the full Sydney agency client base alongside her existing direct and independent agency relationships.

The structural design gives Sydney a dedicated commercial owner while national category directors manage agency and direct relationships across the broader network.

Agency Market Pressure Creates Demand for Simpler Buying Relationships

The commercial environment Nova's team must navigate is under strain. Dentsu's APAC region (excluding Japan) posted 10.1% organic revenue contraction in Q3 2025, with weakness across its CXM and Creative segments.

Agency holding groups tightening budgets tend to consolidate vendor relationships. A localized commercial director with deep agency ties and a clear brief offers audio networks a way to compete for that consolidated spend.

Bandt and Mumbrella both reported the appointment as a structural investment in relationship-driven commercial leadership, consistent with Bence's client-facing rationale.

Digital Audio Investment Growth Provides Broader Demand Context

69% of global ad buyers plan to increase digital audio advertising investment, according to available industry data. That demand-side growth creates the commercial opportunity Nova's restructured team is designed to capture.

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Asia-Pacific leads global home audio equipment growth by compound annual growth rate, driven by middle-class expansion in China and India and urbanizing, younger consumer populations. APAC media M&A rose 16% in deal values as companies pursued audience scale, adding competitive pressure for networks to convert audience reach into structured revenue.

The global audio equipment market is projected to reach US$219.22 billion by 2030, according to industry estimates.

Cohen's Expanded Role Reflects Broader Audio Network Trends

Nova's decision to create a new director-level position in its largest market, rather than redistribute existing responsibilities, signals a deliberate investment in commercial headcount at a time when some audio companies are cutting costs.

Singapore-based Creative Technology reduced its H1 FY2025 net loss to US$1.2 million through payroll and operating expense reductions. Nova's approach moves in the opposite direction, adding senior commercial capacity in a key market.

Cohen's appointment takes effect immediately. Nova has not announced additional structural changes to its commercial team at this time.