IDHL has created a new Head of Performance Media role to reflect changes to the search landscape in the age of AI.
It’s recruited Rachael Higgins, who’s had almost a decade of paid search experience. She was most recently Paid Search Partner at dentsu, working with clients including including the French luxury group, Kering.
Before that she was Paid Search Account Director at iProspect and PPC Group Head at MediaCom.
“I’m excited to be joining the team at IDHL as Head of Performance Media,” she said.
“It’s a fantastic opportunity to help shape the future of performance marketing within an agency that truly values innovation, collaboration, and client success. I can’t wait to get started and work alongside such talented people to drive real impact.”
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Higgins will be responsible for “driving the evolution” of the agency’s performance capabilities across paid media channels and will lead a team of Paid Media Technical Account Directors.
She’ll report to Ian Lloyd, Managing Director of IDHL’s Performance Division, who said:
“I am delighted to welcome Rachael to our leadership team. The creation of this new role reflects our ambition to strengthen our performance media capabilities, and Rachael’s exceptional expertise makes her the ideal person to lead this important area of our business.
“Her strategic vision will be invaluable as we continue to evolve our unified search proposition – especially as we lean into the rapid changes in Google’s paid media landscape, from Performance Max to Demand Gen – and deliver transformational outcomes for our clients.”
One of her key focuses will be to take the lead in harnessing the ongoing innovation within Google’s paid media ecosystem, particularly across areas such as Performance Max, AI Max, Demand Gen, YouTube, AI-driven Shopping, and Web to App strategies.
