Edelman announced that Sonia Sroka has joined the firm as executive vice president and group head, in the New York office.
Leading a team of 15 specialists, Sroka will provide expert counsel to clients across the Edelman portfolio to reach diverse multinational and multilingual audiences. Additionally, Sroka will participate in Edelman’s US Multicultural and Diversity Task Force.
“As the so-called ‘general market’ becomes more and more culturally diverse, our goal is to make multicultural marketing a more integral part of our communications and consumer engagement strategies,” said Adrienne Hayes, general manager of consumer brand marketing, New York. “Sonia has the perfect mix of expertise, passion and vision to help us propel this practice into the future. It’s no longer a nice to have for brands, it’s a must have.”
Clients represented by the Edelman multicultural marketing team in New York include: Unilever, American Heart Association, Kimberly-Clark, AstraZeneca and Darden Restaurants.
“I am very excited to join the Edelman family for its innovative nature and rigorous focus on identifying the next economic growth opportunity for clients,” said Sroka. “The potential for brands to expand their offerings to the multicultural market is great. I look forward to working with our clients to help them engage these communities at the strategic level in order to establish loyalty and lifelong relationships.”