Caldwell will join the entertainment, sport and wellbeing agency, where she will be responsilble for service delivery as well as leading and nurturing PrettyGreen’s brand communication teams.
She brings 11 years of experience, having joined PrettyGreen from Dixons Carphone where she held the position of senior PR manager. Caldwell has also had roles at M&C Saatchi and Mischief, and has worked across a range of brands including Footlocker, QVC, Sure, Asics, LateRooms, Speedo, Spotify and Jaffa Cake.
PrettyGreen founder Mark Stringer said: "Alice has the prized experience of being both client and agency side which means she has an invaluable understanding of the pressures on both sides of the fence and is strategic, commercially and creatively driven. The fact that she has chosen to come back to her roots at PrettyGreen is a great compliment."
Caldwell said: "I have always had my sights set on joining the PrettyGreen team. They do great work with great people and you never hear a bad word said about them - a rarity in the fickle world of comms. I’m really looking forward to leading the comms team and helping ensure that everything we do makes our
clients both happy and famous."
In December, it was announced that PrettyGreen had been appointed by Haymarket Media Group as experience partner for the launch of Campaign Underground. The agency was also brought on board by Pandora for the brand's Valentine's activation.
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