NEW YORK—Group SJR, the content creation subsidiary of WPP’s H+K Strategies, has appointed Christa Carone as chief operating officer. She is also the managing director of Colloquial, a content marketing joint venture between ad agency J. Walter Thompson and SJR.

Carone most recently served as chief marketing and communications officer of Boston’s bid for the 2024 Olympic Games, following 25 years in corporate marketing and communications. Prior to the Olympic bid, Carone was an executive vice president at Fidelity Investments, where she served as a marketing strategist for new business ventures and was also the executive vice president of communications and corporate affairs.

Before joining Fidelity in 2013, Christa spent 17 years in increasingly senior roles at Xerox Corporation, ultimately serving as chief marketing officer. Her responsibilities included stewarding Xerox’s brand in 160 countries and leading the integration of brand management, data and digital, content, advertising, experiential marketing, communications, interactive and social marketing, citizenship and the Xerox Foundation.

“Christa was an early believer in the power of content to help disrupt convention and she was an early adopter of smart content strategies that give brands a personal, relevant voice,” says Alexander Jutkowitz, CEO of SJR and Colloquial. “We first worked with Christa as a client and quickly came to respect her sharp approach to marrying insights with storytelling and her willingness to take creative risks.”