Also launches PR and experiential arm and extends integrated offering
TORONTO – Corus Entertainment’s social-first agency so.da announced today five new senior leadership roles have been added to its team to support its continued growth and a new PR offering.
The roles have been taken on by Chaman Sandhu, Kelly Duffy, Elana Schachter, Ashley Applebaum and Michelle McTeague.
Sandhu, who has over 15 years of experience in marketing and strategy, is now so.da’s director of audience development.
“In this new role, Sandhu will lead the strategy and operations of so.da’s owned social and digital editorial content properties, and will oversee the performance analytics team,” a press release says. Sandhu was previously the brand management lead at Truss Beverage Co.
Duffy, who has been with so.da since 2019, was promoted to the new role of director, client accounts and will oversee “so.da’s rapidly growing managed service business, providing strategy, production, analytics and community management for clients’ brands,” the release says.
“Duffy joined so.da after working at Virtue, Vice Media’s Creative Studio. Duffy will also be hiring for an additional six roles designed to further power client work.”
Schachter is joining so.da as its new head of Kin Community Canada, the company’s creator agency.
“With more than 20 years of experience in the entertainment and media industry, Schachter will be responsible for the overall vision, strategy and operations for Kin Community Canada, including overseeing sales, marketing, creator relations, data and analytics, and new business development,” the press release explains.
Additionally, so.da is expanding its new PR offering, which had a soft launch last year “to augment its client work and bring more integrated campaigns to clients,” the release says.
As part of this expansion, so.da announced it is adding Applebaum as head of publicity and McTeague as director of PR for so.da.
“Applebaum brings more than 16 years of PR experience to so.da, spanning the gamut from publicity, events, crisis communications and issues management, while McTeague comes with 15 years of PR experience to this new role across both agency and client-side, and is known for her innovation, creativity and strong relationships with the media,” according to the press release.
so.da’s PR team will provide PR services, experiential/event planning as well as communications services as both integrated and standalone offerings.
“We developed so.da in 2017 to address the need for social-first content targeting consumers where they were spending time, and since its inception the agency has seen explosive growth as the need for strong social expertise and the ability to produce content at scale continues to grow,” said Dervla Kelly, senior vice-president, marketing and so.da, Corus Entertainment, in the release.
“The addition of these extremely talented and experienced leaders will help us to continue to super-serve clients and chart the next chapter of growth for the agency.”
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