Position to focus on growth of Connection Strategy initiative and Paid Media offerings
Padilla has promoted Rosalie Morton to senior vice president, Channels. She oversees the agency’s paid media, social media, and media relations specialist teams, developing connection strategies and integrated marketing programs for clients. This appointment reflects the firm’s emphasis on helping clients build, grow and protect their brands and reputations through integrated strategic communications programs.
With a focus on emerging platforms and tactics, members of the Channels team embed themselves in complex integrated accounts, offering ongoing strategy and support. Rosalie leads the agency’s approach to connection strategy, ensuring that integrated programs utilize the right mix of channels – media relations, paid media, and social media – to reach target audiences with messaging that resonates and drives results.
“As the lines between different communications and marketing channels continue to blur, the Padilla Channels team is at the forefront of developing strategies that bring together the best blend, including native content, paid and organic social, influencers, earned media, display, CTV, search and more. With our roots in PR, we bring a focused message and storytelling approach to each of these techniques, making them far more integrated and effective than a siloed approach,” said Morton. “And, we always have our eye on what’s next for our clients, as we watch Twitter evolve and see AI offerings like ChatGPT quickly gain momentum.”
With 12 years of experience at the firm, Rosalie has held positions focused on media relations, client management and social media early in her career. As social media evolved into a paid medium, she developed the agency’s approach to paid social. This diverse experience provided her with deep knowledge across integrated programs, making her uniquely suited to lead Channels. Under her leadership, the Channels team has more than tripled in size. This transformation, coupled with her omnichannel experience, led the firm to promote her to vice president, Channels in 2020. Client partners include Dole Food Company, Edward Jones, Cargill, Norwegian Seafood Council and Mayo Clinic, among others.
“Compelling content is only as successful as the connection strategy that delivers it – to the right people, at the right time, in the right place – with the desired outcome,” said Matt Kucharski, president, Padilla. “Rosalie is the quintessential next-generation leader, and her contemporary approach and valuable experience will help assure that every client program benefits from a digital-first connection strategy.”
Padilla is a full-service agency that transforms brands and organizations through strategically creative communications. Our work across a range of industry sectors is consistently recognized by industry partners such as PRWeek Awards, PRovoke IN2 SABRE Awards and PRSA Anvil Awards, among others. Padilla operates in seven cities in the U.S. through its family of brands, which includes, SHIFT, FoodMinds and Joe Smith. As an AVENIR GLOBAL company and a founding member of the Worldcom Public Relations Group, the agency provides services to clients through 155 offices worldwide. Transform with purpose at PadillaCo.com