Circul8 is a team of creative thinkers united in their vision to enrich tomorrow. Today, that team gets a little bigger. Meet Lachlan Smith, a social media and content specialist who’s spent his career helping communities grow, stories land, and brands show up with intention.

We asked Lachy why joining Circul8 was a no-brainer and his answer is refreshingly straightforward: it comes down to what the agency stands for. “Working with such a diverse range of brands that want to make a difference,” he says. “A lot of thought goes into each project – big or small – with the focus being on people and the planet.” This is also his first time agency-side so we’re looking forward to showing him the inner workings of it all. 

That ethos aligns closely with where Lachy has spent much of his career: building and educating communities across NFPs and publishing. Whether growing audiences from scratch or helping brands find their footing in digital spaces, his work has always centred on connection and meaning – the natural fit for Circul8’s purpose-led approach. 

One of Lachy’s standout strengths is his ability to bridge the worlds of creativity and data – something that’s increasingly rare and increasingly essential as the social media landscape continues to shift to a performance measurement space. 

“So many opportunities lie in the data,” he explains. “Roughly three years ago I never knew my way around a spreadsheet, but now I LOVE a pivot table.” It’s a candid admission that speaks to something important: the best content professionals aren’t born data literate, they become data literate because they’re curious to ask the better questions. Lachy explained that when it comes to social media, if you’re not listening to how your audience is responding to your content, you’re missing out on the opportunity to grow. He’s in the business to get more bang for your buck, rather than shouting into the void. 

For Lachy, understanding performance metrics isn’t just about reporting – it’s about storytelling. Being able to look at what’s resonating, what’s not and translate that into a clear narrative is, as he puts it, simply “chic”. In an era where brands are drowning in dashboards but starving for insight, that ability to make data meaningful is exactly the kind of thinking Circul8 brings to its clients. 

When it comes to creating content, Lachy keeps his philosophy tight: “Understand your audience and what they keep coming back to. Know your niche, stick to it and watch it grow. And also have FUN with creating content. People do the most random things on the internet. Being shy is OUT for 2026.” 

It sounds simple, but that’s where most brands come unstuck – chasing trends rather than building depth. Lachy’s approach prioritises consistency and relevance over novelty. “There comes a time when it’s important to know when not to jump on a trend ‘just because’. Understanding where you fit across platforms is just as important as showing up.” he says. 

When stepping away from the screen – ironic for someone who works in social, as he’s first to acknowledge – you’ll find him reading. Not out of obligation, but out of genuine love for the habit. “There’s so much power in words. They can transport us, but also they can deliver a stronger meaning.” he adds. 

And when the spreadsheet is open and the headphones are on? He’s likely deep into whatever Spotify’s Daylist algorithm has served him. As of writing, it’s looking like Power Ballad Bubblegrunge Tuesday Morning is on the cards. Whatever that means – it clearly works. 

Welcome to the crew, Lachy.