Pearlfisher appoints Justine Allan as Managing Director, New York

We’re delighted to announce  Justine Allan as Managing Director of our New York studio. A ten-year veteran of the business, Justine steps into the role at a pivotal moment for the agency, leading the studio’s next chapter of strategic, creative, and commercial growth.

Justine has played a central role in shaping Pearlfisher New York’s evolution over the past decade, driving new business, strengthening senior client relationships, and refining the agency’s offering. In her new role, she assumes full responsibility for the New York studio’s performance, overseeing strategy, growth, talent, culture, and operational excellence, while partnering closely with the global leadership team to ensure cohesion and ambition across regions.

Mike Branson, Pearlfisher Founding Partner, commented:

“Justine understands Pearlfisher at its core. She combines emotional intelligence with commercial rigor, and she has been instrumental in building meaningful client partnerships and unlocking new growth opportunities for the studio. Her ability to translate vision into action makes her a natural leader for New York.”

Throughout her career, Justine has led pivotal high-value innovation and brand transformation projects across CPG, wellness, beauty, and lifestyle sectors. She is known for her ability to blend clarity of direction with empathy for both clients and team.

Justine Allan said:

“The story of Pearlfisher has always been about diving deeper, uncovering the essence that makes a brand truly irresistible. Today, success demands even greater clarity and conviction: clear positioning, strong standards, and commercial discipline. My ambition is to deliver exactly that, without ever compromising the craft and creativity that has defined our success”.