MEC Manchester has boosted its senior line up by hiring Joanna Parnell as managing partner.

Parnell, who will report to managing director Mick Style, will lead the paid digital team and drive forward the agency’s proposition to clients and new business.

She joins the media agency from Unique Digital, where she was strategy director.

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Parnell replaces Mark Varley, who left to join Havas Media’s new Manchester office last year.

She has over 12 years’ experience in digital, with stints both client and agency side, and spent nine years with Unique Digital, where she worked on accounts including Sky, Sainsbury’s, Harvey Nichols, trainline, Avis and Visit Britain.

Prior to joining Unique Digital, Parnell was online marketing manager at healthcare recruitment agency Medgen and Spark Networks, the online dating network brand.

Style said: “We love Joanna’s infectious enthusiasm, leadership style and strategic thinking. She will be a fantastic asset for our team, clients and business.”

Parnell added: “I’m looking forward to driving the digital agenda for MEC in Manchester, bringing our focus on data driven campaigns to the fore, and delivering new solutions that push the boundaries of what is possible within digital.”