The Liverpool agency says the appointment will enable the business to develop a more integrated, holistic offering for clients, with increased focus on engagement through content marketing, social media strategy, brand reviews and development.
Swan joins from a role as head of marketing at GBGroup and previously was director of strategic marketing at Trinity Mirror Regionals where she had responsibility for the full marketing mix including both B2B and B2C marketing strategy, insight, brand positioning, digital and social marketing, above the line advertising, sales promotions and product development.
As part of the new role, she joins Paver Smith MD Sara Wilde McKeown, Directors Jon Brown and Chris Hulme and Chairman David Heal as a Paver Smith shareholder and will sit on the company’s board.
Paver Smith MD, Sara Wilde-McKeown said: “Karen’s appointment is a key element of our intended growth strategy to broaden the agency’s service offer. Our stated vision is to develop the business as an integrated marketing communications agency and this is another important step for us on that journey.
“Karen has real depth of experience in shaping brand messaging and ensuring that organisations are truly engaging with their target audiences in a meaningful and strategic way and we are very pleased to welcome her to the table. Its testament to the positive direction that the business is headed in that we’ve been able to attract talent of this calibre and I have no doubt that Karen will really add to the quality and depth of our offering. In the longer term, we will be building on and consolidating our strengths in this area by adding further talent to the team.”
Initial projects which will tap into Paver Smith’s more integrated offering and benefit from Swan’s depth of brand insight, include a major public health consultation project for Greater Manchester Health Network (GMPHN). The Healthier Together campaign will see the agency deliver a fully integrated marketing, communications and consultation brief for GMPHN, which is overseeing the radical transformation of the entire healthcare service across Greater Manchester.
The agency, which is rebranding in September, is also working with Liverpool Convention Bureau and ACC Liverpool to raise the brand profile of the destination’s Ambassador Programme as part of a marketing strategy to encourage professionals to help identify major global business events and conferences which could potentially be hosted in the city.
It was also featured in our video news report at Prolific North News TV last week.