Heather Segal (left) and Maxine Thomas.

Zulu Alpha Kilo has promoted two of its senior strategists into chief strategy officer roles in the latest expansion of its leadership team.

Heather Segal, who has been with the agency since 2016 in increasingly senior strategy roles, is the first of the promotions. Segal has been the strategic mind behind some of the agency’s more recognizable brand work, including Goldfish’s “Feed Imagination” platform, Subaru’s “Welcome to Uncommon,” and Pizza Pizza’s “Fixed Rate Pizza.”

Alongside Segal, Maxine Thomas has also been promoted to CSO. After stints in senior strategy roles at Rethink and Taxi (the latter of which being where she worked with Zulu founder and creative chairman Zak Mroueh), Thomas joined Zulu in 2019 and shared executive strategy director responsibilities with Segal. She has been the strategic mind behind work for brands such as Bell and Interac, including the former’s ESG efforts under the “Bell For Better” platform.

“Our clients entrust us with their brands and our job is to position them for the future and ultimately drive growth through game changing creative ideas. Our successful track record is a testament to the research, insights, experience and strategic discipline that Heather, Maxine and their incredible team deliver time and time again,” said Mike Sutton, president and CEO at Zulu.

The promotions follow those of Stephanie Yung and Brian Murray, who were appointed chief design officer and CCO, respectively, last week. There has been a sustained period of growth at Zulu Alpha Kilo, including the opening of new shops in Vancouver and New York, which prompted Mroueh to move into the creative chairman role, which will have a broader scope encompassing all of the agency’s offices as he looks to elevate creative work and mentor Zulu’s leaders.