(Citizen senior VPs, from left to right, Joe Cariati, Alex Green and Cher Lee)

Citizen Relations has reshaped its operations in Canada with a dozen moves this week.

In Toronto, Joe Cariati, Alex Green were named SVPs, and Katie Skinner, VP. Sol Carmona was named senior director of digital strategy, Jackie Scrymgeour was named associate director of XM, Meredith Sedgwick was named associate director, Jerry Yang was named manager of intelligence and insights and Mark Hatswell was named senior account executive.

In Vancouver, Cher Lee was named SVP and Western Canada business lead, Cristina Melo was named associate director, Andisheh Fard was named senior manager of diversity, equity and inclusion and Iolanda Mobilio was named account manager.

Cariati most recently held a VP role and oversaw select consumer teams across Canada and the U.S. with a focus on client-service excellence and developing and executing communications campaigns. He was responsible for profit and loss management, budgeting and staffing forecasts, cross-office co-ordination and driving new business growth.

Green is a six-year shop veteran. Before joining Citizen Relations, she was account director at 1Milk2Sugars. Her duties included heading up the PR department for the 1Milk2Sugars Toronto office.

Lee previously served for nearly five years as a Citizen Relations VP, based out of Vancouver. Prior, she was senior director at the agency and worked a client roster that included Lyft, Rocky Mountaineer, Parq Vancouver, Vitacore, Molson Coors and Granville Island Brewing. She’s an ex-global communications manager for Destination Canada.

The moves build upon a successful 2024 in which the agency garnered numerous accolades, including a Strategy AOY Silver award. The trajectory for 2025 is driven by what the agency says is a focus on technological innovation, integrated services and client expansion.

“These promotions reflect both the exceptional talent at the agency and Citizen’s commitment to recognizing and fostering leadership,” says Nick Cowling, CEO of Citizen Relations. “They make our mission to unleash the potential of ambitious brands a reality every day through their curiosity, confidence and courage.”

Citizen Relations secured Nespresso Canada’s AOR business in January.