Radical Point Media has hired a new senior manager of integrated content solutions to oversee client relations and business development with some of its major media clients, including Bell Media, Vice and Cineplex Digital Media.

Carmen Lago, who previously managed brand partnerships with The Globe and Mail for four years, will work with the Toronto-based agency to develop content solutions for brands across digital, broadcast and social media. The role is new for Radical Point, and according to founder Kirk Hipkiss, was created as part of an effort to create more efficiencies for clients at the business development stage.

Lago also previously worked in sales and brand partnership roles with Bell Media, Shaw/Corus and St. Joseph Media.

She said in a statement that businesses today know that they have to create engaging content in order to connect with audiences, but added that it’s about more than simply creating compelling creative. “In many cases, the challenges for those businesses include limited internal resources and an ROI that isn’t strategic enough,” she said.

She’s developed multi-platform campaigns for brands including Lexus, RBC, TD, HomeSense, Johnson & Johnson, Nintendo, L’Oreal and more. She is also a part-time professor at Durham College. She started her role this week.