NEW YORK, May 26, 2021 – BCW, the global communications agency built to move people, today announced two key hires for the North America region who will further expand BCW’s earned-plus offering.
“These talented women bring deep experience in integrated communications, which delivers more value and greater impact than earned-only or even earned-first communications,” said Donna Imperato, Global CEO, BCW. “Earned-plus, which we deliver across all practices, provides the value of earned media with the extended reach of paid. When you combine that with creativity, technology and digital solutions, you undoubtedly reach an entire ecosystem of stakeholders with optimum impact to deliver a measurable ROI.”
Beth Marrano, Executive Vice President, Integrated Client Solutions
Beth Marrano is highly skilled and experienced in developing data-driven integrated campaigns, with a focus on digital experience; branded content; digital innovation, advertising and social media; corporate social responsibility; and new product launches. She joined BCW on May 17th and will lead the agency’s Key Client Partner (KCP) program, with specific focus on bringing innovative earned-plus solutions to several of BCW’s marquee clients. Marrano is based in New York, reporting to Brooke Hovey, Interim President, North America, BCW.
Before BCW Marrano was with Publicis, where she spent the last six years as Executive Vice President, Client Lead and Head of Account Management. In that role, she was client leader for a large financial services client, responsible for brand, digital customer marketing and experience. She was responsible for building that client’s digital customer marketing and experience business into a double-digit million-dollar piece of business. She was also the North American Lead for the Publicis Groupe’s Cross-Collaboration model to drive growth across agencies. As Account Management Lead for Publicis New York, Marrano was responsible for driving organic growth across all accounts and developing a community of collaboration, mentorship and training.
Before that, she held leadership positions at Radical Media, McGarryBowen, R/GA and Digitas, leading integrated marketing solutions with a heavy focus on digital and content on major brands across the financial services, automotive and retail categories.
Gabriela Lechin, Executive Vice President, West Coast Market Leader
Gaby Lechin brings more than 20 years of experience in integrated communications, branding, government relations and crisis management, in addition to deep expertise in technology. She joined BCW on April 26th and is responsible for deepening BCW’s earned-plus offering and leading talent and clients from San Diego to Seattle. She is based in San Francisco and reports to Teresa Henderson, Chief Operating Officer, North America, BCW.
Before joining BCW, Lechin was Chief Communications Officer with Birmingham Technologies, where she built a corporate communications function steeped in integrated communications for the company’s nano-technology portfolio that includes bioscience; microelectronics; space and aerospace; and energy.
Previously, Lechin spent five years as a Senior Vice President with Global Results Communications, a California-based technology agency, where she developed global branding and communications strategies for a diverse group of clients across telecommunications, IoT, government, big data, cybersecurity, artificial intelligence and augmented reality. She also spent eight years as Chief Financial Officer with Appointy, where she co-founded the initial conceptualization, development and launch of this self-funded software as a service (SaaS) appointment-setting solution.
Lechin has worked across multiple industries, nations and cultures. She has been a top-tier liaison officer and performed business negotiations with entities and organizations in over 100 countries. Moreover, she has hired, developed, and directed cross-functional teams with as many as 110 members.
Lechin is also an Intelligence Officer with the U.S. Navy Reserve, United States Special Operations Command (USSOCOM).
“Gaby and Beth have tremendous track records in building brands, gaining market share and resolving complex issues for clients,” said Hovey. “They are both fantastic additions to the BCW team.”