• by Amy Corr  @MediaPostOTL, December 2, 2015

Firstborn promoted Kristin Keefe to senior vice president, production & program management. In her new position, Keefe will be responsible for reshaping the agency's approach to client relations while managing its team of agency producers and program managers. She will continue to serve on Firstborn's executive leadership team and report to Dan LaCivita, CEO of Firstborn. Firstborn also hired two new employees: Daniel Viedma was named associate tech director and Michele Bavitz as associate program director. Viedma joins the agency from R/GA, where he was a senior software engineer overseeing web platforms for Nike and Beats by Dre. At Firstborn, he will provide technical guidance and oversight of all digital projects. He will report to Eric Decker, vice president of technology. Most recently, Bavitz was an executive vice president, account director at MK Creative Media Marketing, leading the shop's Hachette Book Group and Random House businesses as well as projects with Turner, Showtime and PepsiCo. In her new role, she will work on Firstborn's Mountain Dew and PepsiCo accounts and report to Keefe.