ZenithOptimedia has announced that Sonia Carreno is joining its search and performance marketing arm, Performics Canada in the role of VP.

Carreno comes to the role from her most recent position as director of brand activation strategy at BBDO Proximity Worldwide. She has also held roles at other agencies, including Capital C, Passage Communications, DAC Group Digital and Modem Media.

Veronica Holmes, president of digital at ZenithOptimedia Canada, tells MiC that the Performics Canada team  has about 20 people in it right now, with the group’s focus of search living at the heart of the agency’s tagline of “Live ROI.”

“It is important for our clients to understand search and become much more ROI focused,” she says.

In her new role at ZenithOptimedia Carreno will lead management and growth of the Performics search marketing business across Canada.

“Sonia was the best person for the team because she knows search as well as digital,” says Holmes. “We don’t look at search as a silo, while it requires very specific expertise and skills it also needs to be considered within the bigger picture.”