Digital agency Croud has bolstered its leadership team with a number of changes, including the appointment of Luke Smith as its first-ever global chief executive.

Co-founder Smith moves to the global CEO position from his previous role as UK chief executive. He will be succeeded by existing group chief operating officer Jon King.

The digital agency’s new UK boss Jon King said: “I’m both honoured and excited to be leading the UK business and feel that we’re uniquely positioned to solve problems for clients – whether they’re worried about incrementality, brand and performance effectiveness, or bringing media and creative together. We’ve got a great team and we’re looking forward to seeing what 2024 brings.”

Croud acquired global social media agency Born Social in November 2022 and Born Social’s chief executive Ben Tyson and chief operating officer Charlotte Hamill will now join Croud’s executive leadership team.

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They will work alongside UK chief operating officer Sophie Wooller, who was promoted last year.

Smith said: “As we continue to grow the business at pace, I’m delighted to have Jon and Sophie leading Croud in the UK; they both have a wealth of industry experience – inside and outside Croud.”

“I’m also pleased to be moving to a more integrated future with Born Social’s Ben and Charlotte joining our executive team, bringing fresh thinking and skill sets; they represent the future leadership of our business.”