Independent media agency Crossmedia has hired Avi Ben-Zvi as managing director-head of social to lead its paid social business. The role is new.  

Ben-Zvi joins from Dentsu, where he was senior vice president of paid social and oversaw the iProspect business. Before that, he led the enterprise social team at Tinuiti. 

At Crossmedia, he will manage the agency's paid social team, oversee how clients' paid social campaigns are planned, run and measured, and work with agency teams to better coordinate social media with other marketing channels.  

He will also oversee the agency's CrossSocial offering, which combines paid social with influencer, creator and content work. 

Ben-Zvi will report to Kaitlyn McInnis, executive director of integrated investment. 

During his career, he has worked on paid social campaigns for clients including Johnson & Johnson, Budweiser, Etsy, Liquid I.V. and McCormick.