Peter Gavalas named Chief Executive Officer of Bonfire as founder Clay Cook moves to Executive Chairman role

Bonfire has promoted Peter Gavalas to Chief Executive Officer, marking the next phase in the agency’s evolution as it expands its creative, AI, and technology capabilities. Gavalas, who has been integral to Bonfire’s success for over a decade as General Manager of Business Operations, will now lead the agency.

Founder Clay Cook (pictured right), 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’ (pictured left) 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. “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.”

Over the past 12 months, Bonfire has made several strategic investments to support this evolution:
• 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.
• Launched the Bonfire Insights Engine, an in-house analytics platform that delivers superior client reporting and data-driven insights
• 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.
• Promoted Alex Gavalas to General Manager of Strategy, ensuring client growth and strategic partnership remain central to the agency’s direction.
• 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.

“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.”

The refreshed executive team now includes:
• 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.”