Facebook on Tuesday announced that longtime veteran of the ad industry Nicola Mendelsohn has joined the team as its permanent VP for EMEA. Mendelsohn replaces Joanna Shields who left Facebook in October 2012. Serving in the role on an interim basis was VP of Global Marketing Solutions Carolyn Everson.
Mendelsohn currently works at ad agency Karmarama where she is an executive chairman and partner. Before working at Karmarama the ad executive worked at Grey London and served as president of the IPA.
Nicola Mendelsohn will leave her position at Karmarama in July.
Facebook has never been fluid with the EMEA yet Europe by itself has 269 million monthly active users. In the last quarter the social network watched as its revenues in the region fell from $440 million to $423 million.
The EMEA also includes other regions where Facebook hopes to expand, specifically Africa, the Middle East and Eastern Europe. Along with her role Nicola Mendelsohn will be responsible for working with other emerging markets. When Facebook surpassed one billion users founder Mark Zuckerberg admitted that the next one billion users would likely arrive from emerging markets.
In a statement following her employment offer Mendesohn said:
“Facebook’s innovation in the way brands are putting people at the centre of the conversation is fascinating. I am very excited to be joining the team and I look forward to bringing my experience to Facebook.”
Mendelsohn will report directly to Everson who released the following statement:
“I could not be more thrilled to announce Nicola Mendelsohn as the VP of EMEA. She brings outstanding leadership and passion for what Facebook can do to become an indispensable partner for our clients and agencies throughout the region. It’s testament to Facebook’s innovative role in business and advertising that we’re able to welcome a leader with such great experience.”
Do you think Facebook made the right decision in hiring Nicola Mendelsohn as the VP of EMEA?