LONDON — B2B technology agency Whiteoaks International has named chief operating officer Hayley Goff as its new CEO.

Goff takes the reins of the 38-strong agency from current CEO James Kelliher, who is moving into an advisory role as non-executive director on the Whiteoaks board after 22 years with the firm. 

Managing director Suzanne Griffiths and chief client officer John Broy remain on the board of the employee-owned business to support Goff in her new role. Current non-executive director Andrew Marsden has stepped down.

Goff joined Whiteoaks in 2004 and joined the board in 2013 following a management buy-out, before moving into the role of COO, where she provided strategic and creative consultancy across the agency’s client portfolio.

Kelliher said: “Hayley is a tremendous asset to the business in terms of how she helps shape clients’ strategy, the strong relationships she’s built over the years, and her inspiring leadership. As I move into my new role as non-executive director, I have the utmost confidence that Hayley will continue to drive Whiteoaks forward and lead the team to success in pursuit of our ambitious objectives.

Goff added: “This is another huge step forward for Whiteoaks and as CEO, I look forward to leading our dedicated team of specialists along our growth journey. I am passionate about our approach which offers a flexible engagement model and guarantees results, return on investment and above all, happy clients.”

Whiteoaks' client portfolio includes financial management software AccountsIQ, managed workplace services provider and HP subsidiary Apogee, cybersecurity firm Bridewell and  Sony's media technology arm Nevion.