• by Fern Siegel , March 2, 2022

Digital-marketing agency Croud is growing its American division.

The London-based shop has named Rachelle Hansen as vice president of client leadership and Gabriela Carlos as media measurement director, both new roles for the U.S. arm of the company.

The move follows Croud’s acquisitions of impact Advistors, an analytics company, and VERB Brands, the luxury performance agency. Croud also expanded into Los Angeles last August.

Hansen’s role is a new one in the U.S. Her remit is to find integrated opportunities and media solutions for agency partners. Previously, she was a general manager at PHD. Hansen has also worked at OMD EMEA and Resolution Agency. She will work across education, healthcare, finance and retail verticals.

Carlos was tapped as media measurement director, responsible for building out Croud’s measurement and analytics arenas and capitalizing on in-house solutions for clients in data science and engineering. She is working across healthcare, subscriptions and education and supporting new business. Before Croud, she worked as an analytics director at Dentsu. She has had stints at Giant Spoon and SYZYGY.

Kris Tait, managing director, U.S., called the duo “experts in their respective fields.”

Six months ago, Croud hired ex-Omnicom exec Dean Gardner as global Chief Operating Officer.

Croud's roster includes Vans, Skillshare, BMW, Olympus, New York Presbyterian Hospital and BritBox.