NEW YORK — FleishmanHillard has appointed Greater China president Rachel Catanach head of the firm’s New York office, succeeding Ephraim Cohen who will now serve as global managing director of media and platforms.

As general manager, Catanach will be responsible for the operations, strategy, and growth of FleishmanHillard’s New York operation. Catanach is also part of FleishmanHillard’s global leadership cabinet.

She will be moving to New York from the agency’s Hong Kong office, where she has spent 14 years, the last five as Greater China president.

Cohen, meantime, steps into his newly created global role after roughly six years as New York GM, as which he made the office a hub for four key sectors — financial and professional services, technology, healthcare and consumer.

A founding member of the media and platforms practice, Cohen will be responsible for expanding the 2-year-old group’s global team and offerings. The practice integrates earned media, editorial, social and digital capabilities.

Cohen also will collaborate with FleishmanHillard’s True Global Intelligence practice to expand the firm’s data transformation strategy.

“Our operations are thriving thanks to our relentless focus on creating the best experience for clients and our employees,” said J.J. Carter, the agency’s global COO and Americas president. “These appointments will continue to strengthen our position as the leading agency for global campaigns built on media strategies that deliver business results. New York is an established hub for global clients, and Rachel’s cross-market experience will bring additional expertise to the leading brands we represent, while our Media + Platforms core service will continue to grow as one of our agency’s key offerings under Ephraim’s leadership.”