Customer agency LIDA, part of M&C Saatchi Group, has appointed Isobel’s Christi Tronetti as new business director.

At Isobel, Tronetti held the role of marketing director and head of new business, with a focus on winning new clients. During her two-and-a-half years at the creative agency, she oversaw 13 successful pitches for brands including BrewDog, Caffè Nero and Healthspan. She also co-authored ‘Getting Your Mojo Back,’ a research study revealing the secrets behind the success of high-growth companies such as Seedlip, Habito and Echo.

In her new role at LIDA, Tronetti is tasked with leading new business and marketing in order to engage with potential new clients and raise the agency’s industry profile, following the launch of its new proposition ‘Make work people welcome’ earlier this year. She will report directly to the agency’s CEO, Jonathan Goodman.

Prior to joining Isobel in 2017, she held account management positions at Grey and Goodby Silverstein & Partners in the US, and at M&C Saatchi in the UK. She is a NABS ambassador and a regular contributor to titles such as City AM.

The position of new business director at LIDA was previously held by Flic Theobald, who has now taken on a senior client service role at the agency.

Tronetti says, “I’m excited to return to M&C Saatchi Group at a time when LIDA is redefining and reinventing its brand. The agency offers the perfect blend of art and science, with a real understanding of what consumers want from the brands they engage with and a dedication to creating work that people welcome.”