After more than 20 years working in New York and Los Angeles for some of the world’s biggest brands, Perth-born PR veteran Fiona McRobert (pictured above) is returning home to lead the local office of national public relations firm PPR.
During her 20-plus year career, McRobert has led global integrated communications campaigns for consumer and corporate brands across a range of industries, including media, hospitality, consumer goods, fashion, and entertainment.
McRobert joins PPR Perth directly from the US, where she held a senior leadership position in the strategic communications division of PR agency 42West, working across powerhouse brands such as PepsiCo, Piper-Heidsieck, and Hugo Boss.
Prior to joining 42West, McRobert was the head of global communications for media agency Universal McCann, where she led external, internal and digital communications, and worked with agency clients including BMW, Sony Pictures Entertainment, Coca-Cola, Johnson & Johnson, and media partners including Facebook, Yahoo! and Time Inc.
She began her career at Edelman New York in the Corporate Affairs division, working on Time Warner and United Parcel Service.
A graduate of the University of Western Australia, McRobert has also held senior-level positions with PR agencies Cohn & Wolfe and MSLGROUP in LA, leading teams focused on business and global consumer communications.
She is moving from the US to take up the role of WA market lead to work with PPR’s Perth-based communications specialists, while driving further growth and overseeing a client roster of both locally-based and national businesses.
PPR chief executive Katrina Brangwin said the appointment of McRobert was a major hire for the organisation as it looks to reinvigorate its presence in WA.
“Perth has always been a vital part of our national network, and bringing Fiona home to work within its thriving market is part of this renewed focus,” she said.
“We’re thrilled that she has opted to join the PPR family and bring to Perth a combination of big network experience teamed with local know-how.”
Commenting on her new role, McRobert said: “I’ve had some incredible experiences overseas, but the time is right for me to come home. Perth has always been a dynamic, innovative market with its own business success stories and growth potential.
“I can’t wait to work with this talented team, its local businesses and PPR’s national clients to help bring their stories to life.”
McRobert will officially commence her role at PPR on Wednesday 16 August 2017.