NEW YORK: Edelman has appointed Laura Pesin Eder, previously US president and COO at DeVries Global, to serve as EVP and director of operations for the New York consumer practice.
Pesin Eder, who started in the role last Tuesday, reports to Stephanie Smirnov, MD of Edelman’s New York consumer practice and former DeVries North America CEO. She succeeds Melanie Wine Tolan, who has shifted to the position of EVP and director of operations in the global client service group.
Smirnov said she always hoped that her "path would cross professionally again with [Pesin Eder]" after previously working together for nine years.
She added that Pesin Eder is a good fit for the position because the duties are similar to what she was doing at DeVries.
"The [director of operations] for the individual practices is almost like a mini COO in that it’s a strategic partner in the leadership of the practice," Smirnov explained.
Pesin Eder will handle a wide range of tasks, such as creating new frameworks for client service, making sure the firm is nurturing talent development, and helping the agency allocate staffers where they need to be for professional growth and the good of clients.
"In a practice of this size and in a business moving this fast, having someone in this role is so critical, and it helps all of us up our game," said Smirnov.
The consumer practice in New York has 160 staffers.
Pesin Eder will also work with Smirnov to push Edelman’s boundaries in terms of specialty talent, such as planners or research experts, and to keep the firm’s culture intact.
In March 2013, Pesin Eder was promoted to her most recent role at DeVries, where she reported to Smirnov. Before that, she served as EVP at the firm.
"While my time working with Laura was brief, her passion and personality have been a big part of the fabric of DeVries Global for many years. We wish her the best of luck in the future," said DeVries Global CEO Heidi Hovland in a statement.
Prior to joining DeVries in 2004, Pesin Eder held roles at a number of firms, including Euro RSCG Magnet, Lippe Taylor, MSLGroup, and The Dilenschneider Group.