Kill Boring Dead hires Wolf as GM to scale social-first model

Kill Boring Dead has appointed Nel Wolf as general manager, as the social-first agency looks to scale operations and support a growing roster of clients.

Wolf will oversee day-to-day operations, with a remit spanning strategy, creative and influencer, as KBD sharpens its structure while maintaining its creative positioning. The newly created role reflects a shift towards greater operational discipline as the agency moves into its next phase of growth.

Wolf joins from Bastion, where she was group client director, and previously held roles including social and content lead at EssenceMediacom.

Her experience spans both network and independent agencies, with work across brands including Xbox, Microsoft, Salesforce, Intel and Samsung.

KBD CEO Marcus Willis said the appointment comes as the agency takes on larger and more complex client relationships.

“Nel is the kind of leader who doesn’t just ‘get it’, she sharpens it, challenges it and makes it better,” he said.

“We’re not in the business of maintaining the status quo. We’re here to break it, rebuild it and make it work harder and Nel brings the kind of energy and experience that helps us do exactly that, at scale.”

Wolf said the agency’s positioning and momentum made the move an easy decision.

“There are many agencies talking about doing things differently, but KBD actually does it,” she said.

“It’s an agency built on fearless ideas made for the next gen of advertisers while still delivering next-level outcomes for clients, and that’s a rare combination.

“I’m excited to help shape what’s next, including growing the team, strengthening client partnerships and helping build systems, structure and ways of working that are needed for continued growth.”

The appointment comes as KBD expands its client base, with recent wins including Red Rooster, Bank of Queensland, Cathay Pacific and Advil.