Shift Active Media bolsters leadership team with new head of strategy

Shift Active Media has strengthened its team with the appointment of Doug Baker as head of strategy.

In this role, he will also work on major strategic projects across the wider Play Sports Group, supporting its growth plans.

As well as being a passionate cyclist, Baker brings a depth of knowledge and experience across brand, direct, digital marketing, technology innovation, user experience and research. He leaves his position as head of strategic services at global digital agency AnalogFolk, having worked with high profile brands such as Nike, HSBC, BT and Sainsbury’s over the course of his seven-year tenure there.

Emmalou Johnson

He said: “I’ve been incredibly impressed by the ambitious vision of the leadership team at Play Sports Group.

“This is clearly a world-class and fast-growing company, and as someone with a passion for cycling, this is a role that I’m incredibly excited to take on. I’m looking forward to helping both Shift clients and Play Sports Group create some of the most progressive strategies in cycling that truly connect with their audiences.”

Alongside Baker’s arrival, which will commence in the new year, Shift has also welcomed Tom King and Emmalou Johnson to the senior team.

In the newly-created head of media role, King’s strength in search, social and online media planning will be crucial to the advancement of the media planning and buying offering at the agency.

Having developed the experience and necessary skills to strategically plan across a variety of media channels and confidently achieve business goals, King brings ten years of experience at digital agencies to Shift.

Tom King

Johnson brings video filming, editing, audio post-production and music supervision experience to her newly-created role of executive producer.

Over the past 20 years, Johnson has produced video content in a variety of leading advertising agencies and production companies, including AMV BBDO, Mother, BBH, Aardman Animations, Leo Burnett and most recently in an in-house position with Dyson.

On the trio of appointments, Wayne Brown, PSG managing director running Shift Active Media, said: “We’re delighted to have Doug, Tom and Emmalou join us at such an important time for the business, bringing with them specialist craft knowledge, passion for cycling and many combined years of dedicated experience.

“We’re fully committed to investing in our team, developing our product and recruiting the skills necessary, to deliver a truly world-class offering for our global client base.”

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