Get To Know Al

Known for his niche coffee order and (subjectively) great taste in music in the office - learn how our director Alistair Ward got to where he is today.

Alistair Ward
March 7, 2022

1. What is your role at Sonar?

My title is Client Services & Partnerships Director. This sees me lead our Client ‘GoTos’ across all of our current client engagements as well as working with our key strategic Partners across services capability and delivery.


2. What made you want to work in Marketing? 

I’ve always loved the creative side of brand marketing and how as a consumer, our behavior can be influenced by the emotional connections we form to a piece of communication. As comms started to get more ‘connected’ I wanted to be involved with the technology and data sides of the industry which led me down the path of ‘digital’ marketing and leveraging the capabilities of the internet to deliver both the brand message, as well as the interactive customer experience to achieve the required outcome.


3. What was your very first job? 

My first full time job was working within the Sales and Marketing department of Holden Special Vehicles (HSV) and the Holden Racing Team. I’m a bit of petrol-head, so it was a dream job for me – surrounded by big V8s and traveling the country to all the V8 Supercar events to support the licensed merchandised part of the business.


4. Do you have a dream job? If so, what is it?

I’m kind of doing it 🙂  I co-founded Sonar with our Managing Director, Scott Heron. I always wanted to start my own business and it’s been a hell of a ride so far. Starting from a clean slate, we have built up Sonar to be a successful consultancy working with some of Australia’s leading brands. But if it wasn’t Sonar, my dream job would definitely be working within the Automotive industry again.


5. What is your favourite thing about working at Sonar?

I love the fact that every single person in our team genuinely cares about what they’re doing for our clients and are always seeking out ways to ensure our work is of high quality and achieves real outcomes.


6. What do you enjoy outside of work?

Apart from family action, I’m a keen swimmer, trail runner, and have recently purchased a Gravel bike which has allowed me to explore a heap of new areas well away from busy roads. Oh, and I’ll sit down to enjoy an action movie at any moment I’m afforded the time to do so!


7. What are your favourite foods and drinks?

Cuisine – Italian

Meal – some sort of Schnitzel (which i think is a ‘Cotoletta’ in Italian)

Drink – I can’t live without our Sodastream!

Sign up to our mailing list