LONDON--Hotwire has reshuffled its international leadership following the shift of Christophe Goudy to a US role, in which he will lead client development.

Goudy, previously CEO of contintental Europe and MD of France, becomes an SVP at the firm's San Francisco office, which opened earlier this year.

Goudy's relocation means that Germany MD Markus Hermsen adds CEO duties for continental Europe. Virginie Puchaux, meanwhile, has been promoted to MD of Hotwire France.

Hotwire global CEO Brendon Craigie believes the firm can capitalise on the gap between large networks and smaller boutiques.  

The firm expanded into the US in 2011 upon acquiring IF Communications. The UK firm already counted a presence in several European countries and Australia.

 “There is an opportunity in San Francisco and the US markets more widely, for Hotwire to really make a difference as the global alternative PR agency," added Goudy. "We will be able to provide much greater service to our European and American clients as we support the development of much greater global communications."