By Jessica Pycroft, Account Executive
Most people looking for a change start a new job or move to a new city. I decided to do both at once.
Towards the end of 2025, I packed up my life in London and moved to Sydney. Shortly after, I joined Madden as an Account Executive.
A new role, a new city, and an exciting new chapter.
Three months in, here are a few lessons that have stood out so far, both professionally and personally.
- Every new market is a masterclass in learning
Starting in an unfamiliar market quickly reinforces how much there is to learn and the importance of asking the right questions.
Over the past three months, that has meant building an understanding of how the media landscape operates, how the financial services industry is structured in Australia, and which voices shape the conversations surrounding it.
At Madden, there is a clear focus on building that context early. Taking the time to listen to our clients, learn from the team, and develop an understanding of not just what Madden does, but why it works.
What I’ve discovered so far is that strong media outcomes rely on that foundation. The more you understand the client, their audience, and the wider market, the more impactful your work becomes.
Relocating to Sydney has reinforced this same mindset. Starting fresh in a new city means constantly learning how things work and how to navigate it. The more curious you are, the quicker it starts to feel familiar.
In both cases, progress comes from remaining open, asking the right questions, and recognising that your knowledge is constantly evolving.
- Depth over breadth
If the first lesson has been about building understanding, the second is how that understanding is applied.
In financial communications, nuance matters. Knowing a client’s business is one thing, but recognising how to translate that knowledge into the right media strategy: which angle to pursue, which journalist to approach, what to leave out, and when not to pitch at all, is what sets you apart.
A well-placed story with the right journalist, grounded in genuine sector knowledge, will consistently outperform a broader, less focused approach.
Really, strong communications is rarely about saying more. It is about applying judgement – understanding a client’s objectives, the pressures they are navigating, and what they can credibly contribute to the media conversation, then using that insight to shape a sharper and more relevant story.
It’s something I’ve seen reflected in how the team works. There is a clear focus on moving from knowledge to strategy: taking the time to understand clients deeply, then applying that understanding to position them in a way that is credible, timely and commercially useful.
Sydney has reinforced a similar lesson. The instinct when you arrive somewhere new is to trying to do everything at once. See everything, meet everyone, experience it all.
But what makes a place feel like home is more considered. Find the places you enjoy and learn where your energy is best spent to build a sense of familiarity over time.
In other words, depth matters more than breadth. The best outcomes come from knowing where to concentrate your attention.
- Small team, meaningful impact
One thing that has stood out most working at Madden is how quickly you are trusted with meaningful work.
From early on, I was involved in client work, conversations, and day-to-day collaboration. It’s a hands-on environment that reflects how the team operates. Supportive, focused, and committed to delivering for their clients and each other.
This level of exposure is something that, in a larger organisation, can take much longer to build.
Moving to a new city without an existing network brings a similar dynamic. The connections you build carry more weight, and you become more intentional about the relationships you invest in.
Over time, in both contexts, that proximity builds confidence and perspective. It helps you understand where you can contribute, where you can add value, and how smaller environments can often create a stronger sense of purpose, connection and impact.
Looking ahead
Three months in, and both the role and the city are starting to feel familiar.
The media landscape is clicking into place, I’m getting to know the clients, and Sydney is beginning to feel like home.
Across both experiences, the lessons have been similar: stay curious, be thoughtful about where you invest your energy, and recognise the value of the people around you.
I am deeply grateful to the Madden team, whose support and encouragement over the past few months have made the transition such an enjoyable one.
The next chapter is about building on that foundation, and I’m looking forward to what’s ahead.