AZK Media appoints Kathryn Goater as Senior Account Director

AZK Media has appointed Kathryn Goater as Senior Account Director, expanding the agency's senior leadership team.

Goater joins with more than three decades of experience across journalism and public relations. Her client work has spanned technology groups, startups and larger corporate organisations. Previous roles include Co-Founder and PR Director at Media-Wize, Account Director at Recognition PR & Marketing, and Senior Consultant at BENCH PR.

The appointment comes amid client growth for the agency, which has expanded its roster over the past year. Recent client wins include Leap Event Technology, Tuned Global, Annexa, The Australian Loyalty Association and ConnectOS.

Goater has worked with organisations including Tesserent, now Cyber Solutions by Thales, Zetaris, AUSCERT, SAP Concur, Deloitte, SugarCRM, Fluent Commerce, Vend, Logicalis, CreditorWatch, LogicMonitor, Latrobe Health Services, CIM and NASA Mission Discovery Australia.

Her work has also received industry recognition, including a United Nations Award for Excellence in Public Relations, a CommsCon Award-winning campaign with Code Like a Girl, and finalist campaigns in the Samsung Australian IT Journalism Awards with AUSCERT and Tesserent.

Growth push

In the role, Goater will lead strategic client programmes, mentor account teams and work with clients on integrated communications strategies. AZK Media focuses on business-to-business technology clients across Australia, New Zealand and the wider Asia-Pacific region.

Managing Director Azadeh Williams said the appointment strengthens the agency's leadership capability.

"We're delighted to welcome Kathryn to AZK Media," said Azadeh Williams, Managing Director at AZK Media.

"Kathryn brings an exceptional combination of strategic communications expertise, media experience and commercial understanding. She has built a reputation for delivering meaningful business outcomes for technology companies, and her ability to translate complex innovations into compelling stories makes her an outstanding addition to our leadership team.

"As organisations increasingly compete for visibility across traditional media, digital channels and AI-powered search platforms, clients need experienced strategic advisers who understand how to build authority and influence. Kathryn's appointment further strengthens our ability to deliver exactly that."

The agency said demand has risen from organisations seeking senior communications support as artificial intelligence changes digital discovery and search. It also said earned media is becoming more influential in AI-generated search results, increasing the focus on third-party validation and executive profile-building.

Business Director Wayne Williams said the appointment forms part of a broader expansion plan.

"Technology companies today need far more than media coverage. They need strategic communications partners who understand how to build credibility, generate inbound demand and position executives as industry leaders," said Wayne Williams, Business Director at AZK Media.

"Kathryn's extensive agency experience, award-winning track record and deep understanding of the technology sector complement our team of former journalists and senior communications specialists, allowing us to continue delivering exceptional outcomes for technology companies expanding throughout Australia, New Zealand and the wider Asia-Pacific region."

Sector background

Goater's career has spanned technology, cybersecurity, software-as-a-service, professional services, corporate communications and government relations. She has also worked with founders, chief executives and other senior executives on thought leadership platforms, media training and executive profiling.

The agency presented the hire as a response to a more competitive market for attention, with technology companies seeking to improve trust and visibility across media and online channels. This has become a recurring theme among communications firms positioning themselves around changes in AI-driven search and content discovery.

Goater said she is joining the company at an important moment for both the agency and its client base.

"I'm excited to be joining AZK Media at such an important time for both the agency and the technology sector," said Kathryn Goater, Senior Account Director at AZK Media.

"Technology companies are operating in an increasingly competitive environment where trust, credibility and visibility have never been more important. Throughout my career, I've seen firsthand how strategic communications can transform organisations, build market leadership and create lasting business value.

"AZK Media has built an outstanding reputation for helping innovative organisations tell their stories with impact, and I'm looking forward to working alongside such a talented team to help our clients achieve ambitious growth across the region."