• by Fern Siegel , Yesterday

Brand-design agency has selected Christina Papale as head of strategy for its New York office. She reports to managing director Justine Allan.

Papale has broad experience across CPG, a core category for the agency. Her 20-year experience includes health and wellness, retail, spirits and beauty brands, applying what she calls an “intrapreneurial” spirit.

Previously, Papale was principal marketing and creative strategist for the Verboten Group, a brand consultancy. Clients included Gotham, Alloy Health, Proximo and Midday. Prior to that, she spent 12 years as SVP, strategy and innovation for CBX, working with Clorox, Claritin and Hain Celestial. Earlier, she was director of strategy/insights for Interbrand.

“In a world where we are incredibly divided between a faster, more proliferated execution and the need for humanity, Pearfisher has continued to invest in creating irresistible human connection for brands around the world,” said Allan. “We are at our best when design and strategy come together with deeper, richer insights. Christina is the rare combination of business acumen, storytelling and powerful creativity.”

Pearlfisher's brand work includes Byoma, McDonald’s, Seedlip Tequila and NÜTRL.

Papale added: “As a head of strategy, not only do I get to dive deep and expand strategic capabilities, but I get to explore and validate the human beings at Pearlfisher, which is such rewarding work.”