Monks Promotes Amelia Bettridge to Associate Director, Client Partnerships APAC

Monks has promoted Amelia Bettridge to Associate Director, Client Partnerships APAC, expanding her responsibilities within the agency’s client partnerships organization in the Asia-Pacific region.

Bettridge is based in Sydney and has been with Monks, where her experience has included client-facing responsibilities. Her professional background also includes digital marketing and marketing technology, with certifications including Google Marketing Platform tools and Google Analytics.

In her new role, Bettridge will be part of Monks’ client partnerships function, which connects client relationships with the agency’s broader capabilities across strategy, media, creative, technology, data, and digital experiences. Monks’ current client strategy roles emphasize ongoing client relationships, strategic planning, cross-functional collaboration, and the use of data and AI-enabled tools in marketing workflows.

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The promotion comes as agencies continue to broaden the scope of client partnership roles. Rather than focusing solely on account management, these positions increasingly involve coordinating teams across disciplines, understanding changing client requirements, and connecting marketing activity with measurable business objectives.

For Monks, the APAC region remains an important part of its broader client and agency operations. The company’s regional structure includes client, strategy, media, creative, and technology functions, reflecting the increasingly integrated nature of modern marketing services.

Bettridge’s appointment adds another layer of client partnership leadership in APAC as brands and agencies continue to navigate changing expectations around digital experiences, media, data, and technology.

The move also reflects the wider evolution of agency-side client leadership, where relationship management is increasingly combined with strategic planning, cross-functional coordination, and data-informed decision-making.