Fuse Marketing Group has hired Nicole Gallucci to both lead and build upon its core experiential marketing offering.

Gallucci founded experiential marketing agency Boom! Marketing in 2003 and ran it as president and CEO until January of this year, working with clients including Campbell’s Canada, Dr. Pepper and Tim Hortons. Prior to that, she spent eight years with Nestle and Coca-Cola as part of a joint venture that is now known as Beverage Partners Worldwide, working as a project manager for new product launches. After leaving Boom!, she worked independently at her own creative practice.

Gallucci begins her new role today (she has not been given a formal title) and will be tasked with bringing a more strategic approach to Fuse’s experiential services, augment and grow its core offering and build upon its client base.

“Fuse’s strengths within digital, social, CRM and data merge perfectly with smart, strategic experiences such as XM [experiential marketing], stunts and more, hence our need to build up a strong XM bench strength with the hire of Nicole,” said Stephen Brown, president of Fuse Marketing Group, in a press release.

Brown also cites Fuse’s recent work on CIBC’s activations with the Greater Toronto Airports Authority and around the Pan Am and Parapan Am Games as examples of efforts the agency has taken to advance its experiential work.

Gallucci joins a number of recent new hires at the agency, including nine across all departments at the end of last year, as well as Marc Pelland to help lead experience design and experiential tech.