Edelman has named Cassel Kroll vice president, Media Strategy, Edelman Digital. Kroll will focus on the strategic integration of paid media throughout all digital and social programs. He will report to Liz Lee Rzepecki, general manager, Edelman Digital, New York.
“Cassel adds significant value with his depth of experience in digital strategy with a specialty in emerging opportunities in the paid social space, and he will undoubtedly elevate how we leverage paid media in concert with our earned and owned strategies,” said Lee Rzepecki.
Kroll will also work with Kevin King, global chair, Edelman Digital and Adam Hirsch, SVP of Emerging Media and Technology, who are operationalizing converged media on behalf of Edelman Digital’s clients throughout the world.
“With the emergence of converged media, we are excited to add Cassel’s expertise to help leverage paid media to amplify our content and earned social at scale amongst our 300+ social communities that we currently manage,” said King.
“I’m excited to join the talented team at Edelman Digital,” said Kroll. “A great deal of the social campaigns I’ve admired over of the past few years were born there, and I look forward to being part of the team that raises the bar in the social space and inspires others in the future.”
Kroll was the director of Social Media Strategy at Mindshare where he was responsible for creating and developing a wide array of paid, owned and earned social media strategies and tactics for client brands, including Unilever brands TRESemme, Dove, I Can’t Believe It’s Not Butter, Clear and Ragu, as well as the BP brands ampm and ARCO. He is a founding member of Mindshare Social, Mindshare’s growing social media practice. Prior to joining Mindshare in 2011, Cassel was employed at Starcom MediaVest where he helped create the agency’s P&G Digital Strategy team, the Microsoft Innovation & Emerging Media team and MediaVest’s Social Media Center of Excellence.
He has appeared in the pages of Mashable and ClickZ, and has presented on the topic of social media at corporate campuses and colleges, including P&G, Unilever and NYU.