NEW YORK, May 19, 2016 /PRNewswire/ -- Rosetta, the world's leading agency focused on customer engagement and part of Razorfish, today announced it has hired Colleen McDuffe as group vice president of marketing and communications. In this role, McDuffe will be responsible for accelerating the agency's go-to-market positioning as the industry leader in customer engagement and next-generation loyalty. McDuffe will report to Tammy Soares, president of Rosetta.
"We're at critical time where Rosetta must transform our own marketing programs with a laser focus on today's connected consumer," said Soares. "Colleen has led some of the most forward-thinking, engaging campaigns and loyalty programs throughout her career for global brands like Target, BlackBerry and Samsung. Her deep understanding of digital marketing and loyalty makes her the ideal person to make customer engagement the centerpiece of all of Rosetta's marketing efforts, allowing us to drive competitive differentiation, further industry relationships, and unlock new streams of growth and revenue on behalf of our clients."
McDuffe joins Rosetta most recently from Target Corporation, where she served as the global retailer's head of social media. Responsible for developing and executing go-to-market plans for brand campaigns across Target's social platforms, including a mix of existing and emerging platforms, McDuffe is credited with creating award-winning work like "House on Hollow Hill" and "Treatster." Hollow Hill, a first-of-its-kind series of fully interactive 360-degree videos, allowed users to navigate a haunted mansion in any direction they pointed their phones, and then easily purchase featured products by clicking on accompanying shopping lists. Treatster, a mobile site designed to help parents scout out the best Halloween houses, earned Target more than 40 million impressions with 95% net positive sentiment.
Prior to Target, Colleen worked at Samsung Telecommunications America, where her work as senior director of digital, social and loyalty marketing garnered her recognition as one of Advertising Age's Top Digital Marketers in 2014. Under McDuffe's leadership, Samsung Mobile U.S. became the fastest growing brand on Facebook and Twitter and received more than 20 industry awards and honors. During her tenure at Samsung, she directed several high-profile campaigns, including a groundbreaking mobile app that offered Galaxy smartphone owners exclusive access to Jay Z's Magna Carta album prior to its release. Built in partnership with Rosetta, the app downloads exceeded 1.2 million in over 10 countries and prompted the Recording Industry Association of America to update its gold and platinum certifications policies to evolve with changes in digital.
On joining Rosetta, McDuffe noted: "I've had the opportunity to partner with Rosetta as a client on numerous occasions, and it has always been clear that their unique ability to marry customer insights with innovative experiences and technology has set the bar for the industry, making them one of the only firms truly able to deliver on customer engagement. While at Samsung, Rosetta's deep understanding of our customers helped us develop loyalty programs that dramatically reduced churn and increased our market share. Rosetta is the industry's best-kept secret, and I'm excited to now be joining this world-class team to help tell their story on a larger stage."
McDuffe brings more than 15 years of experience in consumer products and customer engagement through social and digital marketing to her new role, having previously worked for Research in Motion, Conair Consumer Products and Royal Dutch Shell. She holds a degree in Marketing from Sheridan College.
Rosetta. Unlocking and Activating™ Human Behavior.
Rosetta, part of Razorfish and the Publicis.Sapient platform, is an agency focused on Customer Engagement. We connect rich data, engaging experiences and robust technologies to create meaningful customer relationships that drive business impact.
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