Weber Shandwick announced the appointment of Louise Watson as executive vice president and chair of the firm’s consumer marketing practice in EMEA.

Watson will oversee the regional practice, bringing extensive global experience in consumer marketing, public relations and digital strategy to bear on behalf of clients.

Watson was previously the London-based global leader of FMCG at Hill+Knowlton. During her nine year tenure there, she rose to lead the firm’s global FMCG business and key client relationships, including work for P&G, General Mills and Shell. Watson started her career in food and nutrition and has worked as a creative strategist across multiple consumer marketing industry sectors. She replaces Rachel Friend, who was promoted to head Weber Shandwick’s London operations in December 2014.

“Louise is a creative strategist with a proven track record in winning and growing global brands through big ideas, integrated teams and innovative approaches,” said Colin Byrne, CEO, UK & EMEA, Weber Shandwick. “Her outlook on collaboration and piloting bold, new ideas mirrors ours, and she shows incredible strength in knowing how to engage consumers and build differentiated brand ideas.”