MSLGroup hires Mirabella as digital lead in New York

NEW YORK: MSLGroup Americas has hired Adam Mirabella, former global director of Nokia Music Services, as SVP and practice director for digital and social media at MSL New York.

NEW YORK: MSLGroup Americas has hired Adam Mirabella, former global director of Nokia Music Services, as SVP and practice director for digital and social media at MSL New York.

Reporting to agency president Jim Tsokanos, Mirabella will lead a team of more than 20 social media and digital experts and content creators.

While Mirabella did not formally replace anyone in the role, Steve Marino, director of MSLGroup Americas' digital and social media practice, will work full-time from Washington with the same title.

While global director of Nokia Music Services, Mirabella was responsible for the company's key social media relationships, including Facebook, Twitter, LinkedIn, Foursquare, and Google+. He also worked on strategy development across more than 70 countries and the creation of an internal executive social media training program. He led 110 employees and managed 40 digital music retail stores in that role.

Previously, he worked at Sony Music, Warner Music Group, and Coca Cola.

Mirabella said he moved from the corporate side to the agency world to gain experience working with a handful of brands and obtain a broader perspective on what works in the social realm.

“I think it's going to do amazing things just in terms of building expertise and knowledge and being able to utilize learnings from across different business sectors to get a full breadth of all that social is capable of,” he said.  

Earlier this month, MSLGroup promoted Denise Vitola and Scott Beaudoin to practice director positions.

Despite the move, Marino will continue to focus on building the digital practice across MSLGroup's America's network and will continue to report to Tsokanos. He has worked on accounts such as Siemens, GSK, Johnson & Johnson, and Ford.

Prior to joining MSLGroup, Marino was SVP of Ogilvy Public Relations' 360 Digital Influence group, where he led day-to-day operations for the unit in North America. He has also worked at GetActive Software and Magnet Interactive, both located in Washington.

Additionally, Shonali Burke will join MSL Washington as VP of digital. She was previously principal of Shonali Burke Consulting and VP of media and communications at the American Society for the Prevention of Cruelty to Animals.

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