SAN FRANCISCO: Current Marketing has hired Old Navy marketing director Erica Archambault McCabe as an EVP in its San Francisco office.
McCabe started in the newly created role last week, reporting to Current founder and president Virginia Devlin. The Interpublic Group firm’s San Francisco office, which is led by EVP Lisa Dini, has a dozen staffers.
McCabe will oversee several brands on its Clorox Company account including Hidden Valley Ranch, Kingsford, and Liquid Plumr brands. She will also partner with Dini in spearheading new business efforts in the Bay Area and will manage about half of the staff in San Francisco.
"I want to strengthen our relationship with Clorox, grow our business, and bring on new clients in the Bay Area," McCabe said.
As part of Current’s rebranding last year, it developed an approach called "Realistics," which McCabe described as a series of lenses through which the firm gathers data and insights to inform its work.
"Putting that approach into the work is a priority for me as we continue to roll it out," she said. "It is about exploring a person’s relationship and connection with a brand throughout their lives."
McCabe also noted that Current will launch an influencer marketing practice in the next few months. She is seeking someone to lead it.
"I am excited about the new practice because it is something that helps brands today reach the new editors of today and tomorrow," she said. "It is a great way brands can create deeper relationships with advocates who are setting trends."
Most recently, McCabe was senior director of marketing at Old Navy, where she oversaw PR, digital and social media, and cause-related marketing. Michele Schuh, Old Navy’s senior director of media and brand engagement, replaced McCabe in the role when she departed in September.
Previously, McCabe spent seven years at Levi Strauss & Co. as senior director of global PR, according to a statement from the agency.
Earlier this month, Radio Flyer, maker of the iconic Little Red Wagon, brought on Current as PR AOR in the lead up to its 100th anniversary next year.