SAO PAOLO--Andreoli MSL Brazil has hired Valéria Café to the role of chief operations officer. 

Café, who joins from JP Morgan, will manage the agency's operations in Brazil, counsel clients on corporate reputation and play an important role in the development of the agency’s network in Latin America.

At JP Morgan, Café was head of marketing, communications and sustainability. It is one of several senior client-side roles she has held over the past 20 years, including stints at Coca-Cola, Whirlpool and HP.

“We are pleased to add Valeria to our team and expect that she will leverage her deep experience from inside some of the world’s top companies to deliver tremendous value and insight in communicating in today’s global marketplace” said Paulo Andreoli, CEO of Andreoli MSL.

“I have always thought that I could help companies, from every segment, to develop their reputation strategy and support them to implement it through different communication channels and stakeholders," added Cafe. "I have decided to work on the agency side this time around precisely because clients rely so strongly on their agencies to co-develop reputation strategies with them.”

A top five PR firm in the Brazilian market, Andreoli MSL has shown strong 18 percent growth since joining MSLGROUP in December of 2010. Its staff of 60 people supports clients that include Danone, OHL, BlackRock, Sebrae and Coca-Cola.