Goenczoel will oversee the new European heads of financial, corporate, PA, consumer, healthcare and tech, reporting to Europe CEO Lutz Meyer.
WS Square Mile chairman Tim Jackaman becomes chairman of European financial comms, while deputy UK consumer head Amy Rudgard is consumer chairman, Europe.
WS GJW director Wilf Weeks is named European PA chairman, while Karen Winterhalter remains European head of healthcare, but takes on the title of director.
Laurentien van Oranje-Nassau, ex-head of BSMG's corporate practice in Brussels, becomes corporate chairman.
The tech practice will be co-directed by Miller Shandwick Technologies director Suzanne O'Leary and associate director Peter Ross.
WS last week made Asia-Pacific CEO Alison Clarke redundant. She was formerly CEO of Welbeck PR, which was co-founded by Denis Inchbald and Ann Brunton.