Raleigh-based Baldwin& is hiring Ashley Yetman as its first in-house director of brand strategy. Previously those duties were handled via a partnership with Durham-based The Paragraph Project.
Yetman will be joined by Sara Carter as brand strategist to form the nucleus of this department. In addition, Holly Sigler joins the media department as senior digital media strategist and Jennie Eastman is named assistant media planner. All of these newly created roles will work closely together to help create and implement clients' branded experiences.
“We’ve always had account planning staff as it’s a critical advertising agency function," says agency head David Baldwin. "We partnered with The Paragraph Project when we needed brand development leadership and strategy. So, when the opportunity arose to hire amazingly talented people… we jumped on it.”
Yetman comes to the agency from Eleven, the San Francisco ad agency, where she worked with Apple, AAA, and Callaway Golf. Earlier she toiled at Venables Bell & Partners, also in San Francisco.