LONDON—Tessa Barrera, one of the architects of the record-breaking Red Bull Stratos social media project, is joining UK PR firm Lexis.
Barrera was global head of social media at Red Bull, where she oversaw company-wide digital activity across 165 countries and led global social media activity for Red Bull Stratos.
Based in London, Barrera will be responsible for developing Lexis' community management business within its overall digital marketing and communications offer, as head of social media.
“Tessa’s arrival is going to give a massive boost to Lexis and our clients," said Dominic Shales, head of digital, planning and content at Lexis, adding that Barrera's experience would take the firm to a "different level."
"Our whole approach as an agency is about driving recommendations for brands through creative, integrated storytelling — Tessa’s capabilities are perfectly suited to this.”
Barrera joined Red Bull in early 2011, prior to which she worked on the Pepsi Refresh project at New York agency Huge.