Vitola, who served as personal care deputy practice director since December 2010, will report directly to Jim Tsokanos, president of MSLGroup Americas, and lead a team of as many as 45 staffers. She previously worked at Ogilvy PR and MWW Group.
“A goal of mine is to really define personal care,” said Vitola. “When the consumer is thinking about being well on the inside and being well on the outside, whether it's mentally or using beauty products, it's all of those things folded into one.”
Vitola succeeds Amanda Glasgow, who served as the personal care practice director at MSL New York for more than nine years. Glasgow joined Edelman as EVP and global client relationship manager this month.
Beaudoin joined MSLGroup predecessor Manning Selvage & Lee in June 2008 as head of the consumer practice in Boston. He has served as deputy consumer practice director in New York since January 2011. In his new role, Beaudoin will report to Tsokanos and manage a team of 45 staffers.
“MSL's heritage is in consumer marketing,” said Beaudoin. “So we're starting at a really good place, and as we look to the future, brands are looking for agencies to bring big brand-building ideas.”
He will focus on hiring talent, marketing to consumers and demographics in unique ways, and working with brands on consumer-engagement models, he said.
Beaudoin succeeds Caryn Carmer, who served as consumer practice director in New York for seven years. She was promoted to a leading role in MSL's North American food and beverage specialty.
Beaudoin previously served as a VP in the consumer practice at Schneider Associates for a year before joining MS&L. Before that, he was SVP for about eight months at Devries PR, and he also worked at Cone as a VP for more than six years.