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Allied Global Marketing has announced a new leadership structure, appointing Adam Cunningham as Global Chief Executive Officer and promoting Kelly Estrella to Chief Operating Officer, as the company positions itself for its next phase of international growth.
Cunningham, previously Chief Strategy Officer, succeeds Clint Kendall, who will transition to Allied’s Board of Directors. Estrella, formerly Chief of Marketing Operations, steps into the COO role with a mandate to strengthen operational alignment and scalability across markets.

The appointments reflect Allied’s ambition to consolidate its position as an integrated marketing partner across key sectors including entertainment, gaming, sports, hospitality, tourism and location-based experiences. The company continues to invest in proprietary tools, data-driven strategies and applied AI to enhance efficiency, precision and performance. “Adam has helped shape Allied’s strategy at a pivotal moment for our industry,” said Kendall. “As marketing becomes increasingly integrated and data-led, he brings the strategic clarity and operational discipline required to lead the business forward.”

As CEO, Cunningham will oversee Allied’s global operations, with a focus on integrated growth, cross-market collaboration and the continued development of data and AI-driven capabilities. His remit spans strategy, creative, media and analytics, with an emphasis on delivering faster, more measurable results while maintaining a strong human-led approach. “Clients today are looking for partners who can combine creative ambition with operational rigour and actionable insights,” Cunningham said. “Allied is uniquely positioned to meet that demand, leveraging its global expertise and integrated model to create meaningful impact for brands and experiences.”

In her new role, Estrella will lead global operations, focusing on aligning teams, enhancing delivery processes and scaling the company’s capabilities to support continued expansion. “Kelly is one of the most trusted leaders in our organisation,” Cunningham added. “Her ability to drive consistency, speed and accountability will be essential as we move into this next phase.” Kendall, who joined Allied in 2001 and has served as CEO since 2009, will support the transition as a Board member and continue working closely with the company’s ownership group, Belmont Capital.