Aarti Shah 22 Mar 2016 // 6:36AM GMT
NEW YORK — RF Binder has brought on former MSLGroup digital lead Marcy Massura as senior MD and chief integration officer, as the firm eyes expansion in California.
Massura, who is based in Southern California, parted ways with MSLGroup in late 2015. During her three-year stint, she oversaw the firm's digital efforts in California, New York and, most recently, across North America. Hotwire's former US managing director Leslie Campisi took over as MSLGroup's digital lead in New York last year when Massura was promoted to lead North America efforts where she led a team of around 35 people. Since then, Campisi has also left her role at MSLGroup.
"We plan on making an announcement in the near future about a new approach for handling digital in New York," a spokesperson for MSLGroup said. "As you may be aware, Jeff Melton who is responsible for tools and platforms is also based in New York."
Massura worked on accounts that included Hasbro, Alcatel, Dunkin Donuts, Reckitt Benckiser's Franks RedHot and French’s brands and P&G. Massura previously worked at Weber Shandwick.
The move expands the firm's presence on West Coast with "the goal of opening a California office in the near future." In 2014, RF Binder's fee income was approximately $12.6m.
"Our clients are increasingly looking to expand their influencer campaigns from their marketing programs to their corporate, reputation and C-suite initiatives," said Amy Binder, CEO of RF|Binder. "Marcy’s experience on behalf of such clients as P&G, Kraft, Reckitt Benckiser and others adds a significant dimension to our already existing expertise in this critical area."
Massura is the second senior MSLGroup executive to join RF|Binder, after Scott Beaudoin joined as chief strategy officer and executive MD last year.