Sonia Sroka has joined Edelman as executive vice president and group head in the New York office, the public relations firm announced.
"I am very excited to join the Edelman family for its innovative nature and rigorous focus on identifying the next economic growth opportunity for clients," said Sroka. "The potential for brands to expand their offerings to the multicultural market is great."
Sroka will also participate in Edelman's U.S. Multicultural and Diversity Task Force. She and her team of 15 specialists will provide expert counsel to clients across the Edelman portfolio to reach diverse multinational and multilingual audiences, according to the firm.
"As the so-called general market becomes more and more culturally diverse, our goal is to make multicultural marketing a more integral part of our communications and consumer engagement strategies," said Adrienne Hayes, general manager of consumer brand marketing, New York. "It's no longer a nice-to-have for brands, it's a must-have."
Clients represented by the Edelman multicultural marketing team in New York include Unilever, the American Heart Association, Kimberly-Clark, AstraZeneca and Darden Restaurants.
Recently named one of PR Week's "40 Under 40: Rising Stars," Sroka was recognized as a high-achieving marketing communications executive and trailblazer of diversity and inclusion in the field.
Related: Sonia Sroka Named to '40 Under 40' List
In her previous role as a senior vice president at Porter Novelli, she established the multicultural marketing group with an emphasis on the burgeoning Hispanic market. During her time at Porter, she managed global brands such as Procter & Gamble's Gillette and Crest as well as Sony PlayStation, Hewlett-Packard, Bayer, Microsoft and McDonald's.
She served as chairwoman of Porter's National Diversity Council, served two terms as the national chair of the PRSA's Diversity Committee and sat on Omnicom's Diversity Development Advisory Committee.
Sroka was also named to Profiles in Diversity Journal's 2013 Women Worth Watching list. Earlier, Sroka was named a CSR Professional of the Year by PR News in 2012, and a 2011 LATINA Corporate Executive of the Year by LATINA Style magazine.
Sroka graduated from California Polytechnic University with a bachelor of science degree in communications.
Edelman has 66 offices and more than 4,500 employees worldwide, as well as affiliates in more than 30 cities.
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