Jim Goldman, Burson's previous tech practice chair, became managing editor of global media at the firm in January. Lisa Poulson, chair of the WPP Group agency's global technology practice, held the position in the interim.
Reporting to US CEO Dave DenHerder, Guttman will manage tech practice leaders throughout the US, focus on business development, hire staffers, and develop strategies for the practice. She will also work closely with Poulson. Guttman will maintain her position as the global client leader for SAP.
“Growing and diversifying the practice is my No. 1 priority,” Guttman said.
She will also work to help the practice attract small and mid-size companies by coupling its technology expertise with other offerings, such as executive visibility or thought leadership.
“We are restructuring the way we approach new business,” Guttman said, adding that while the firm already does this for many large clients, it wants to make these services accessible for small, emerging brands.
Before rejoining Burson, Guttman worked for a short time at Ruder Finn as global head of its tech and innovation practice. She said it was a poor fit when she left Ruder FInn to rejoin Burson last year.
“I'm really happy that this all worked out and I'm going back to Burson,” Guttman told PRWeek at the time.
Previously, she was GM of AxiCom US, where she managed agency growth while also overseeing global PR strategy for Dell.
She also served as VP of corporate communications at Business Objects, and previously worked at Burson on the HP account. She has also worked in the communications department at Sun Microsystems.