Continuing our investment in brand, digital and customer experience, Allura is pleased to welcome Lizzie New to the leadership group.

Lizzie’s path into recruitment marketing leadership didn't follow the typical agency route. It began at the intersection of medical innovation and private equity, marketing complex technologies directly to specialist doctors.

While managing corporate PR and brand campaigns at Device Technologies during its transition from Pemba Capital Partners to Navis Capital Partners, Lizzie developed a deep understanding of high-stakes, specialised B2B audiences. Leading the brand and marketing programs for M&A and partnerships, Lizzie gained valuable insight and experience working on the ground for a fast-moving and complex PE-backed organisation, which distributed capital and consumable medical devices to healthcare organisations in Australia, New Zealand and Southeast Asia.

When she subsequently made the leap into recruitment by joining Wavelength Group, the transition felt natural. “As a marketer, understanding your audience is everything,” Lizzie reflects. “Coming from medical devices, I already knew how healthcare professionals thought and communicated. I just needed to learn the mechanics of recruitment.”

At Wavelength Group, Lizzie oversaw brand and marketing across two distinct arms: Wavelength Medical Recruitment, placing doctors in locum and permanent roles across Australasia, and Ccentric, a specialist executive search firm focused on healthcare, health academia and health-related non-profits.

Navigating those dual audiences sparked a fascination with the recruitment ecosystem that has defined her career ever since.

The Crossover: From Candidate to Client

Moving on to lead marketing across a multi-brand recruitment firm specialising in HR, HSE, and strategic advisory, Lizzie’s focus shifted toward the fluidity between candidates and clients.

“One of the most interesting dynamics in professional recruitment, especially at the senior end, is that candidates and clients aren't separate groups,” she explains. “A senior candidate placed today becomes the hiring client tomorrow. When you view marketing through that lens, every touchpoint matters. Maintaining a high-quality brand experience across the entire lifecycle is how we build long-term commercial trust.”

Throughout her career, Lizzie has built a reputation for turning that philosophy into scalable marketing infrastructure—combining CRM automation, SEO frameworks, and editorial content strategies that drive measurable inbound engagement.

Scaling Inbound Authority and Search Visibility

As Group Marketing Manager at Allura Partners, Lizzie will lead group-wide marketing across the Sydney, Melbourne, and expanding markets. Her mandate centers on building a high-performing inbound marketing engine, elevating Allura Partners' profile in the executive search space, and providing consultants with practical business development enablement tools.

For Lizzie, Allura’s strong footprint in private equity and executive search offers a compelling narrative platform.

“Allura Partners does outstanding work in the market, but like much of the search industry, great success stories often remain behind closed doors,” she says. “There is a major opportunity to translate that expertise into stories that showcase our impact and demonstrate our authority before we meet with a client.”

High Tech Meets High Touch

Lizzie’s perspective on modern marketing technology balances digital innovation with human authenticity. While she actively embraces AI tools to streamline research and operational workflows, she remains firm on where true value lies.

“We’re in a fascinating phase where technology allows us to operate with incredible speed,” Lizzie notes. “However, executive search and recruitment are fundamentally built on human relationships. Technology should handle the heavy lifting behind the scenes so that our authentic, human connection comes through clearer than ever. The goal is to be high tech in our operations, but high touch and authentic in our communications.”

Why Allura Partners?

The decision to join Allura Partners came down to shared commercial vision and a genuine commitment to marketing excellence.

“What set Allura Partners apart for me was leadership’s clear understanding of marketing as a commercial growth engine,” Lizzie says. “In recruitment and search, it’s still rare to find a business truly committed to investing in inbound capability. To join a team that values brand quality and sees marketing as a strategic partner to business development is an incredible opportunity.”

If you would like to connect with Lizzie and Allura Partners on marketing strategy, brand partnerships, or market insights, get in touch with the team today.