Acast Australia group business director steps down from role to join SCA’s LiSTNR team

Bryce Crosswell to start new role in February as head of sales in Melbourne

Acast Victoria group business director Bryce Crosswell is stepping down from his role in February next year, joining media company Southern Cross Austereo’s LiSTNR as the head of digital sales in Melbourne. 

Crosswell joined the Acast VIC team in October 2021 as the group sales lead and was promoted to group business director in April this year. In his most recent role, Crosswell was responsible for leading and managing the sales teams and driving revenue growth for the company across multiple channels. 

Prior to working for Acast, Crosswell spent over nine years at media company JCDecaux in various senior roles including group sales manager and senior account manager. Crosswell brings over 11 years of experience in the advertising and media industry to his new role at SCA, where he's responsible for providing and leading the strategy for the Melbourne digital sales team to maximise the company’s revenue across its digital audio assets. 

“I am delighted to be joining the LiSTNR team and the wider SCA family,” said Crosswell. “As digital audio continues to flourish in Australia, LiSTNR’s commitment to delivering diverse and compelling content positions it as a true market leader, catering to the ever-changing needs of the advertiser.”

LiSTNR is the digital arm of SCA, which houses all the broadcasting company’s podcasts, digital music stations, news, radio catch-up shows, and more. SCA’s CEO Grant Blackley told the press in July last year that he was floating the idea of rebranding the SCA brand completely to LiSTNR, as the digital arm continues to be the main growth driver for the business according to Variety. 

Podcast listenership in Australia is also growing overall, with 33% of the population now listening to podcasts in 2023, compared to 10% of the population in 2017, according to Edison Research's Infinite Dial for 2023. LiSTNR is the top sales representative for podcasts in Australia, according to Triton’s monthly podcast ranking, with over 7.5 million monthly listeners and over 28.4 million monthly downloads. 

“I am thrilled to welcome Bryce to SCA as the newest addition to our digital sales leadership team,” said SCA executive head of LiSTNR commercial Olly Newton. “With a proven track record of driving digital revenue, Bryce’s expertise and exceptional leadership skills will play a pivotal role in taking the Melbourne digital sales team from strength to strength.”