Bonfire Reveals Refreshed Executive Team Amid National Growth

Bonfire Appoints Peter Gavalas as CEO, Expands Creative, Strategy & AI Leadership

Bonfire has announced the appointment of Peter Gavalas as its new Chief Executive Officer, marking the next phase in the agency’s evolution as it continues to expand its creative, AI, and technology capabilities.

The announcement comes as Bonfire continues to grow nationally with a new office in Melbourne.

Founder Clay Cook, who has led Bonfire for more than two decades, will transition to the role of Executive Chairman, focusing on governance and long-term strategic direction while stepping back from day-to-day operations.

“Bonfire has reached a stage where a new generation of leadership is ready to take the business forward,”

said Cook,

“Peter’s focus, discipline, and commitment to people make him the ideal person to lead this next phase. It’s a natural evolution for both the business and our leadership team.”

Gavalas, who has been integral to Bonfire’s success for over a decade as General Manager of Business Operations will now lead the agency as CEO.

“Bonfire has always been built on results,”

said Gavalas,

“Now we’re combining that performance heritage with creative excellence and technology leadership. AI and automation are transforming how marketing works and we’re helping our clients stay ahead of that curve.”

“We’ve been investing in AI and technology for years,”

Gavalas added.

“From advanced reporting to creative optimisation, we’re bringing together the best of data, design, and strategy to help brands grow with clarity and confidence.”

His focus will be on strengthening Bonfire’s leadership in digital performance while accelerating growth in creative, AI, and product innovation.

“Bonfire has always been built on results,”

said Gavalas,

Over the past 12 months, the award-winning Perth-based agency has made several strategic investments to support this evolution.

Creative Expansion Expanded into the Creative space, with René LeMerle leading as General Manager of Brand & Creative and the appointment of Luke Williams as Creative Director, uniting storytelling with performance marketing.

Insights Engine

Launched the Bonfire Insights Engine, an in-house analytics platform that delivers superior client reporting and data-driven insights

Technical Performance

Promoted Matthew Elshaw to General Manager of Product, recognising his deep technical expertise in SEO, automation, and AI-led innovation. His appointment ensures product and technology have a dedicated voice at the executive table.

Strategic Emphasis

Promoted Alex Gavalas to General Manager of Strategy, ensuring client growth and strategic partnership remain central to the agency’s direction.

National Expansion

Opened Bonfire’s first East Coast office in Melbourne, expanding its national reach and providing on-the-ground support for an increasing number of interstate clients.

The refreshed executive team now consists of:

Peter Gavalas – Chief Executive Officer

René LeMerle – General Manager - Brand & Creative

Alex Gavalas – General Manager - Strategy

Matthew Elshaw – General Manager - Product

George Gavalas – General Manager - Operations

Kiran Shah – General Manager - Finance

All members of the executive team are also proud shareholders in Bonfire, reinforcing their long-term commitment to the agency’s growth and success.

“This leadership structure brings together creativity, technology, and client strategy in a way that reflects where digital marketing is headed,”

said Cook.

“It’s exciting to see Bonfire evolving, expanding, and strengthening under Peter’s leadership.”

---

About Bonfire

Bonfire is an award-winning Performance agency headquartered in Subiaco, Western Australia. For the last 25 years, Bonfire has worked with Australian businesses to create data-driven strategies that deliver measurable ROI.

At the core of Bonfire’s service offering are search engine optimisation (SEO), search and social advertising, performance media, and insights and analytics.

Bonfire is one of Australia’s leading independent Meta Business Partners and Google Premier Partners, accreditations earned through rigorous standards of quality, performance, and client scale.

Bonfire's clients include national Australian brands, Government and not-for-profit organisations, and private companies looking to grow.

Bonfire’s strong track record is underpinned by an evolving data-driven methodology, proprietary AI-powered technology and an in-house team of 50 of Australia’s brightest digital minds.