The Team
Director & Head of Publicity
TESS WOOLCOCK
Tess is the founder, director and client relationship lead of Pop Agency (formerly POP Publicity) a boutique agency she has successfully led for the past six years, working closely with brands and entrepreneurs to secure meaningful media coverage and build lasting profiles. Known for her hands-on approach, Tess becomes a trusted partner to her clients, combining strategic thinking with genuine relationships .
With 20 years’ experience across journalism, television and public relations in Australia and New Zealand, Tess brings an insider understanding of how newsrooms work and what makes a story land. She began her career as a reporter at TVNZ before moving to Sydney, where she spent a decade working across Network Ten and Channel Nine, later serving as Executive Producer for NBCUniversal’s E! Channel across Australia and New Zealand. There, she launched The Hype, covering red carpets and celebrity interviews from New York Fashion Week to awards season in Los Angeles.
Throughout her PR career, Tess has worked on major international events and press tours including the Logie Awards, AACTAs, Oprah’s Sydney visit, Oz Comic Con and blockbuster film premieres, alongside talent such as Hugh Jackman, Reese Witherspoon and Richard Dean Anderson.
Tess has secured client coverage in global titles including Forbes, Vogue, Marie Claire, ELLE, the Daily Mail, Today Show and Sunrise, as well as all major television, lifestyle and news outlets in New Zealand. With a journalist’s instinct and a publicist’s strategy, she has a reputation for uncovering compelling angles and turning them into headlines that matter.
General Manager, Activations & Events
BEN PARKES
Ben has spent a decade in sales and brand execution roles across some of the world’s most recognised companies including Asahi and Coca-Cola. During his time at Coca-Cola Amatil, he was awarded New Zealand National Salesperson of the Year, recognised for his standout performance and highly creative brand activations.
Known for his originality, Ben approaches every brief with fresh thinking, combining commercial insight with creative instinct. His ideas are grounded in authenticity, ensuring campaigns feel human, relevant, and impactful.
Alongside his brand experience, Ben is also a licensed real estate salesperson.
Beyond his professional career, Ben has spent more than 15 years immersed in the music industry, developing extensive relationships across artists, promoters, and festivals. This network gives him a unique edge in the events space, allowing him to connect brands authentically with audiences and culture.
Head of Social
ALICIA HASZARD
Alicia is a results-driven social media manager and digital strategist with extensive experience in brand development, content strategy, and integrated marketing. With a career grounded in entrepreneurship, Alicia brings a commercially focused mindset to every brand she supports ensuring social media activity is not only creative, but strategically aligned to broader business objectives.
An entrepreneur at heart, Alicia is the founder and former Creative Director of award-winning jewellery brand PĀMU, where she built a recognised retail and eCommerce presence through strong visual identity, sophisticated digital marketing and customer-led storytelling. This firsthand experience gives her a unique understanding of the challenges founders and brands face when scaling in today’s fast-moving digital landscape.
Known for her structured thinking and high standards of execution, Alicia works closely with clients to develop thoughtful social strategies, elevate brand positioning and create consistent, high-quality content that drives meaningful audience growth. Her strength lies in turning complex brand narratives into refined, impactful communication that connects with modern audiences while supporting long-term business objectives.
