SANTA FE, NM — Mindy Nelson, who most recently was Ketchum’s tech media lead, has joined AxiCom as the firm’s senior VP of media strategy.

In the newly created role, Nelson will be responsible for building out the WPP tech specialist agency’s media strategy team. She will be part of AxiCom’s US leadership team, reporting to Americas president Lisa Sullivan.

Before joining Ketchum two years ago, Nelson spent more than a decade at WE Communications, most recently as a VP.

Nelson is the latest senior hire to join the AxiCom team since Matt Lackie was appointed global CEO in December 2021

She will play a key role on some of AxiCom’s largest client teams in the US and internationally, and she’ll partner closely with Jake Green, AxiCom’s recently appointed senior VP of strategic planning, as well as Shannon Lawler and Brian Synder to continue building out the agency’s strategy offering for tech brands and brands with a tech story. Her appointment also follows the launch of AxiCom’s new global identity and positioning, which debuted in December last year.

“Mindy is one of the strongest, most creative, and most impactful storytellers I’ve worked with in my career,” said Sullivan. “From semiconductors to smart homes, and from navigation to aviation, Mindy has landed her clients coverage when and where it matters most. I can’t think of a better fit to steer AxiCom’s media strategy team.”