LONDON: Lexis has hired Tessa Barrera, global head of social for energy drinks brand Red Bull, as head of social media.
Barrera, who has left Red Bull after nearly three years at the company, 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 managed social for 2012's Red Bull Stratos Project, which achieved 8 million live concurrent views on YouTube.
Barrera, who was ranked among PRWeek's top 20 digital influencers in October, is “one of the most influential social media practitioners in the world,” according to Lexis MD Jason Gallucci.
“[Barrera] 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,” he added. “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.”
Katherine Chan, previously social media manager at Red Bull, has taken on Barrera's global role.
This story originally appeared on the website of PRWeek UK.