%20102.svg)
MENU
Via Mumbrella
This week in Dynamic Duos, we hear from Untitled Group's director of marketing, Casey Serrao, and head of marketing, Jim Hennessy.
In Dynamic Duos, Mumbrella each week asks two colleagues with a professional and personal affiliation to share with readers the importance of workplace relationships in an increasingly hybridised world of work.
Casey Serrao:
Jim and my paths collided back in 2020. He was an effervescent and bubbly partnerships manager for the agency we engaged for our digital marketing, and I was his needy client.
We worked closely together, working on some of our largest festival properties, where he flaunted his digital marketing and music industry knowledge, and was a top partnerships manager who I could rely on.
Fast forward to 2022, where Untitled Group saw a huge growth in our volume of events and therefore our volume in staff.
The marketing team grew from just 2 to 8. This required a strategic hire for a head of festival & events marketing to assist me with looking after our team of marketers. Since that day, my (work) life has been completely changed for the better.
Jim Hennessy:
While working at an agency, I always believed in remaining impartial across clients, but it’s hard not to develop a deeper connection when you’re working on dream festivals that genuinely impact a community you care about.
My admiration for Casey’s vision was evident from the start, and when the opportunity to join Untitled Group arose, I knew I had to take it/crown (we joke about the crown as I call her Queen Case).
Our first in-person meeting was at the resident advisor stage during Pitch Music & Arts 2020 in the early hours of the morning – a fitting introduction that truly cemented why we do what we do. That moment encapsulated the passion and purpose we both bring to the music industry.
Casey on Jim:
Most memorable moment with Jim: His first official interview with us – I knew in that moment he was undoubtedly the best person for the role. His wealth of knowledge and the insights he brought to the interview about our brands, made me undoubtedly know that he was perfect for the job.
That joined with his warm personality, made me beam with excitement and daydream about us skipping through fields together.
Best word to describe him: Yang (I’m in his Ying). Someone with ‘Yang’ traits is someone who embodies characteristics of ‘outward energy, assertiveness’ and someone who enjoys socialising, is expressive, and often energises others.
We always talk about being Ying & Yang as we complement each others traits. What might be Jim’s strength is my weakness and visa versa – making us the Dream Team.
Most annoying habit or endearing behaviour he has: His ‘shiny-object-syndrome’. His passion about certain tasks can be a blessing and curse! We joke all the time (but seriously) i reign Jim in and help refocus is energy and time.
Jim on Casey:
Most memorable moment with Casey: Announcing my very first Beyond the Valley was unforgettable. From handling last-minute changes to the lineup (shoutout to Nelly Furtado!) to witnessing tickets fly off during the presale, it was an exhilarating/scary/wild experience.
BTV is Australia’s biggest festival, and in that moment of chaos and triumph, I remember looking at Casey and thinking, “Wow, we’re really doing this”. It’s a testament to the trust, collaboration, and shared ambition we’ve built.
Best word to describe her: Strong. Casey has an incredible ability to navigate sensitive and stressful situations with grace and effectiveness. The music industry comes with its share of challenges, but Casey is part of a new generation dismantling outdated traditions and paving the way for more women to lead and shine. This is powerful to watch and support from the sidelines!
When my back is against the wall, Casey consistently provides honest, direct feedback to help me and our team improve—a rare and invaluable quality given the complexity of factors at play. Her resilience and leadership gives me the oomf in the mornings to show up and slay!
Most annoying habit or endearing behaviour she has: Casey is so well-ordered, and I have to admit, I envy her for it! It’s a key reason why we work so well together. While I can get carried away with ideas and creativity (birds & the bees), Casey keeps everything grounded and moving forward.
At the heart of our working relationship is mutual respect for each other’s perspectives, values, and approach to our roles. We don’t always agree, but that’s where the magic lies—it’s not about whose idea wins but about how we achieve the best possible outcome. Casey fosters an environment where collaboration thrives (even if I occasionally bring along a few “birds and bees”).