Red Bull global head of social Tessa Barrera joins Lexis

Lexis has hired Tessa Barrera, global head of social for energy drinks brand Red Bull, as head of social media.

Tessa Barrera: oversaw social media for the Stratos Project
Tessa Barrera: oversaw social media for the Stratos Project

Barrera, who has left Red Bull after nearly three years, was responsible for the creation of both global and local market social media strategies in 165 countries.

She worked with content creation arm Red Bull Media House and led on social for 2012's Red Bull Stratos Project, which achieved 8 million live concurrent views on YouTube. 

Barrera, who was ranked among PRWeek US' top 20 digital influencers in October, is "one of the most influential social media practitioners in the world", according to Lexis MD Jason Gallucci. 

He added: "Tessa has been responsible for some of the biggest social media campaigns ever at a company that has fully embraced earned media as its primary marketing approach.

"It is more about what it does than what it says, and having someone in the vanguard of earned media with us with that background will provide experience to benefit our clients."

In the past month the agency has also hired Rachel Froggatt as head of experiential and Stephen Woodford as chairman.

Katherine Chan, previously social media manager for Red Bull, has now taken on Barrera's global role.

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