NEW YORK and SAN FRANCISCO — Grayling has hired senior management on the East and West coasts to build its digital and corporate communications capabilities.

Gina Sorice was hired as senior managing director and head of the firm’s New York corporate practice, reporting to New York GM Erik Knettel. Perry Tell joined the firm's global digital practice as SVP and head of digital engagement at Grayling San Francisco, reporting into San Francisco GM Chris Boehlke. He'll also be a part of Grayling’s global digital practice, led by Victor Benady.

The appointments follow news last week that Grayling's Atomic opened an office in Seattle. Grayling and its subsidiaries now operate in New York, Washington, DC, San Francisco, San Jose, Los Angeles, Orange County, CA, Seattle, Denver, Sacramento and Tallahassee.

Sorice has more than 20 years’ experience advising multinational entities on corporate reputation, media strategy, crisis communications and financial matters including IPOs, hostile takeovers, mergers and acquisitions. Her work spans companies including Hanesbrands, GE Energy Financial Services, AES Corporation, and Essar.  

Tell’s career has centered on campaigns involving social and digital media, advertising and marketing, mobile marketing, e-commerce and mobile payments, music and entertainment, content licensing and distribution, experiential marketing, user experience design, and consumer product design. Previously he served as SVP of [email protected] and VP of strategy at Saatchi & Saatchi S.

He’s also led digital assignments for BBDO and Organic, and has founded venture-funded start-ups in the San Francisco area. His past client work includes; Microsoft, Intel, Walt Disney, Paramount Pictures, Boeing, MTV Networks, Lexus, Dodge, Honda, Ford, AT&T, Vodafone, Gillette, Aflac, Zynga, and Vivendi.