IMA B2B, an independent consultancy specialising in business-to-business marketing, has announced the appointment of Roy Wakelin-King as Strategic Advisor, Government Engagement, Infrastructure & Industry Leadership.

The move is part of IMA's broader strategy to bolster its advisory capabilities in sectors heavily influenced by government policy, procurement, and regulation. These sectors include infrastructure, mining, construction, manufacturing, transport, energy, and defence.

Wakelin-King brings over 30 years of senior leadership experience to the role, having served in various capacities across government, industry associations, and the Australian Army. His career highlights include managing multi-billion-dollar portfolios, steering the New South Wales taxi industry through the challenges posed by ridesharing services, and leading infrastructure programs at Transport for NSW and Roads & Maritime.

The appointment of Wakelin-King is effective immediately and aligns with IMA's recent acquisition of Proof Communications, a company specialising in business-winning tenders. This acquisition aims to enhance IMA's positioning with both commercial and government decision-makers.

Jake Cush, Chief Commercial Officer of IMA, commented on the significance of government engagement in the consultancy's operations. "Government engagement is fundamental to how our clients engage, grow and compete. Whether it’s tech, infrastructure, mining, energy, or construction, government priorities and procurement frameworks can make or break winning tenders and new projects," Cush stated.

Cush emphasised the importance of Wakelin-King's role. "Roy’s appointment, is pivotal to our support in this critical area, giving clients access to rare insider expertise on how Government decides, funds, and partners," he said.

According to Cush, "Few marketing consultancies can claim access to the level of Government insight which Roy brings, his appointment clearly signals IMA’s commitment to bridging goals with policy and infrastructure priorities."

Wakelin-King said, "I’m delighted to join IMA at such a pivotal juncture for Australian business and their interaction with Government. The opportunities and challenges that come from government decisions are immense and my experience will help clients navigate policy, procurement, and partnerships in ways that create long-term success."