MArdi Caught

Mardi Caught carries a weight of global and domestic experience under her belt, operating as a leader in the music industry for the better part of nearly 30 years. The list is long, but across her career, Mardi’s held multiple senior executive positions within Warner, EMI and Sony - both in Australia and the UK. In the early ‘00s she took a little diversion into broadcasting, assuming the role of Vice President of Talent and Music at MTV UK. During her time there, she served as a judge for the Mercury Music Prize and also the BBC Sound of 2006. In 2009, she returned to Australia to start the juggle of working mum and major label executive. Mardi established The Annex in 2018 to continue her focus on artist development. Since then the company has worked on groundbreaking campaigns for a range of artists including Lime Cordiale, Bluey, Genesis Owusu, Matt Corby, Melanie C, Tash Sultana, Alice Ivy, Royal Otis and Hiatus Kaiyote. The Annex has also assisted in gaining Spotify RADAR & Youtube Foundry and Black Voices programs for a number of emerging artists, and was awarded the TMN Tinnies award for Music Marketing Business of the Year (2021). Today her main goals are continuing to develop new talent in Australian music, not only with artists, but with the people powering the industry behind the scenes as well. However, her untapped skills actually lie in obscure Star Wars references.

Hannah Heyen

With a background in public relations, copy writing and performance, Hannah brings her creative experience to her role as Marketing Strategy Manager. In the past Hannah has led copywriting strategy for FMCG brands (Tommy Hilfiger, Sheridan) as well as Netflix & Spotify, collaborated in Sydney Comedy and Fringe Festival shows and theatre productions. Specialising in creative marketing ideation, digital ad buying and project management, she seeks to bridge the gap in communicating artists identity and creative vision. Hannah currently lives in London, as the international representative for all Annex clients. You might find her taking a wrong turn down an alleyway in Hackney, or exploring the best of London's nightlife.

natasha shehata

Natasha is a skilled music industry executive with over 8 years experience working for leading record labels in the UK (AWAL, Stones Throw Records, Ninja Tune, Brownswood). In her most recent role as Head of Artist Development at AWAL (Sony Music) in London, she led a team dedicated to devising and executing global marketing strategies for priority projects across AWAL. With expertise in creative marketing and project management, she is passionate about empowering artists and managers with impactful and innovative strategies to build audiences globally. In true British form, you might find her in a youtube deep dive of Stormzy deep cuts. 

Elfira Vania

Elfira is a pop culture junkie, avid music listener and concert goer. As a fan first, Elfira is an incredibly dedicated marketer who is particularly clued into the world of content, social media and the fast paced movement of trends. Joining The Annex with a background in publicity, a Bachelor in Marketing and a Master’s degree in Arts and Entertainment Management, our clients get to enjoy methodical planning and daily lectures on 5SOS.

Elinor Williams

Elinor joined The Annex in 2021 with a wealth of experience across events, touring and recordings. She previously worked at TMRW music in Australia as well as freelanced with an impressive roster of electronic artists in Europe. Heading up the digital arm of The Annex, she dedicates time to constantly expanding her knowledge on the ever changing landscape of social media and digital advertising to ensure relevant learnings and strategy are at the heart of all digital campaigns. As a passionate music fan, Elinor will always back the needs of the artist whilst singing their praises to the world. Outside of her love for music, Elinor’s mastery of baking is sure to get Paul Hollywood’s seal of approval.