Social-first agency The Tree has named Farida Knott as its new client services director, with the previous incumbent Alexis Trinh taking up the operations director role.

Reporting directly into The Tree’s board, Knott’s new remit will be to ensure the agency’s commercial and business development as it continues on its growth trajectory.

Bringing over 20 years’ experience to her new role, Knott will be responsible for managing global brands and businesses across end-to-end advertising chains, leading the development of the client services team and focusing on strong internal cooperation between departments.

“Our client base has been rapidly growing over the last three years, and our passion has, and always been to deliver great client satisfaction,” The Tree managing director, Edward Fraser said.

“As our senior leadership team evolves, we’re excited to bring on talent to help drive innovative thinking, and take learnings from big agency ideas shaping them in our own unique and engaging way.

He continued: “Lexi’s move to Operations Director, where she will play a key role facilitating our growth, created an opening for an experienced customer-centric agency professional, with creative flare and an eye for strategy.

“Farida offers all of that, and her large network agency experience will meet our needs at the perfect moment in our business journey.”

Knott joins The Tree from her previous role as McCann London’s business director, having also spent time at industry leaders such as Saatchi & Saatchi and Vayner Media.

Knott herself added: “The Tree has a diverse pool of talent, that have worked on some amazing campaigns. The team has achieved great success already, and our potential for future growth is limitless.

“I’m really looking forward to my move, particularly as it’s a really exciting time to join the business whilst we transition into a large global scale agency.”