NEW YORK: Former Porter Novelli executive Sonia Sroka has joined Edelman as EVP and group head of multicultural marketing.
Sroka started in the role this week. She is responsible for counseling clients to help them reach multinational and multilingual audiences, as well as developing talent in the agency's multicultural group. She leads a team of 15 specialists and reports to Adrienne Hayes, GM of consumer brand marketing in New York.
Sroka also joins Edelman's US multicultural and diversity task force, which is focused on developing diversity and inclusion programs at the firm.
“We have seen the power of multicultural markets come to life after [the presidential election],” Sroka said. “I think it's important that clients view it that way as well. To succeed, it's proven that you need to take into consideration all the ethnicities and address their needs.”
Edelman's multicultural marketing team in New York works with companies including Unilever, the American Heart Association, Kimberly-Clark, AstraZeneca, and Darden Restaurants.
Sroka was previously SVP and director of Hispanic marketing at Porter Novelli, where she established the agency's multicultural marketing group and worked with clients including Bayer, Gillette, Timberland, and the Internal Revenue Service. She first joined Porter in 2006 as VP of Hispanic marketing. Prior to that, she was a founding member of Weber Shandwick multicultural firm The Axis Agency.