Snap Cuts APAC Communications Chief as Part of AI-Driven Restructure
Snap has laid off Natasha Brack, its Asia Pacific communications chief based in Sydney, as part of a global reduction of 1,000 roles tied to an AI restructuring. Brack, who led APAC communications since July 2022, confirmed the redundancy on LinkedIn. The company will shift to a country-lead model for the region, with Georgie Wilson recently appointed as ANZ lead.
The restructure reflects a broader pattern across tech firms: using AI adoption to justify flatter organizations and redefined roles. Snap's move signals that regional communications heads are being replaced with locally focused country leads who report into global management.
What's changing operationally
Two shifts matter for communications and product teams. First, Snap is centralizing AI adoption at every organizational level. "There's an obsession at Snap at every level up to our CEO to make sure that we're adopting AI," Brack said. Second, the country-lead model tightens the link between global AI tooling, local execution, and product-market messaging.
This structure implies increased reliance on AI-assisted workflows for content creation, social listening, and localized message generation. Country teams will need access to centralized AI tools, templates, and guardrails to operate effectively.
What communications professionals should expect
- Higher skill expectations. Communications roles will require cross-functional fluency in product, data, and AI capabilities.
- Faster iteration cycles if AI tooling is well integrated, but reduced institutional memory in regional teams in the near term.
- Need to broaden skill sets beyond traditional comms to include AI-assisted workflows.
Snap's APAC region remains strategically important. The app has about 8 million Australian users and reaches 75% of 13-to-24-year-olds, so the restructure aims to preserve reach while streamlining operations.
What to monitor
Watch for new AI-powered communications platforms or vendor partnerships Snap deploys, how it operationalizes guardrails for localized messaging, and whether similar cuts affect other regional leaders. The company's approach to integrating AI tools with country-level teams will indicate how effectively it can maintain regional relevance while reducing headcount.
For communications professionals across the industry, this signals that AI adoption is reshaping not just workflows but team structures and skill requirements. Brack's recommendation to broaden skill sets reflects a wider shift: comms roles increasingly demand technical fluency alongside traditional communications expertise.
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