LONDON — FleishmanHillard has added to its consumer and brand marketing practice leadership in the UK with the appointment of Rob Mayhew to the new role of head of influence and retail.

The social media, influencer and content specialist joins the firm after a short period of consulting across several of its major clients, including Unilever and Fitbit. Mayhew has nearly 20 years’ experience in the shopper and digital sectors, having worked in-house and in agencies including Ogilvy Social.Lab on content strategies and social media campaigns for brands such as McVities, GSK, Lacoste and Tom Dixon, as well as global shopper strategies for Bacardi, Molson Coors and General Mills. He is also an established TikTok content creator.

In his new role, Mayhew will focus on helping consumer brands “make an impact and drive sales in an online and content-first world.” He will also lead the consumer and brand marketing practice in developing digital multi-channel content and influencer marketing strategies, and defining how the agency works with creators and navigates the diversification of influencer content and channels.

Consumer practice partner and director Nina Bautista said: “This is a really exciting and strategic hire for our practice, and something that we have been working towards for some time. We’ve no doubt that Rob’s unique expertise and passion for social culture will elevate our work, enabling us to create more integrated and innovative consumer campaigns that are digital first and sales focused”.

Mayhew added: “I am excited to have joined FleishmanHillard as part of the consumer team and am looking forward to collaborating across the agency. The brands who are doing best coming out of Covid have been embracing influencers and content creators in a way that puts them centre of their social strategy; and I can't wait to work with our amazing roster of brands”.