Cory Peters has been picked to take on the newly created role of chief media officer at PHD Canada.

As part of the agency’s leadership team, Peters will oversee all aspects of the agency’s strategy, planning, audience and activation, working along with practice and client business leads. He will report to PHD Canada president Erica Kokiw and will collaborate with Matt Devlin, managing director of marketing science, to integrate media capabilities with data-led solutions.

“Tasked with aligning media efforts to measurable client objectives, Cory will help accelerate our growth through capability development, best practice implementation in activation and a relentless focus on client success,” Kokiw says.

Peters has extensive experience in digital strategy, media partnerships, marketing solutions, media planning and execution. He previously held senior positions at UM Canada and Mindshare.

PHD Canada has already added some big brands to its portfolio this year with the wins of Tim Hortons, Burger King and Red Bull.