Ali Tilling is a highly awarded CSO who leads a team of 20+ strategists across Australia and NZ. At VML for over six years, she has experience at TBWA, Wieden + Kennedy and client side at Apple Europe; she also led Planning at BMF in Australia before moving to VML. Her strategy work has covered categories from Retail, wellness and FMCG to Government, Technology and Financial Services; and skill areas from brand strategy to full brand architecture, brand design, research, comms strategy and beyond.

Ali always strives to create work that will deliver real impact. That means creating a rigorous evidence base, then finding the insight that delivers a twist; and ensuring objectives are clear and measurable. Ali enjoys building teams that connect strategists with different perspectives and specialisms, which helps to find the freshest approaches and avoid blind spots.

Highly awarded across Effies, Cannes Lions, D&AD and beyond, Ali finds inspiration in disconnecting and going camping with her family in outback Australia, writing, and running…a lot more slowly than she'd like.