NEW YORK — Edelman has named Cricket Wardein as its first-ever head of US digital, in response to the practice’s growing significance to the firm’s overall revenues.

Currently, as managing director of Edelman’s $22 million West Coast digital practice, Wardein oversees about 150 people and has grown the regional practice threefold since joining in 2009. In taking the reins of the entire US digital practice, Wardein will now manage more than 450 employees and $90 million in digital revenue, reporting into global digital head Kevin King and US president and CEO Mark Hass.

King credits Wardein’s achievements in attracting “top talent” from advertising, branding, digital and creative shops in enabling the West Coast’s digital trajectory. For instance, he said, in the past year the Los Angeles digital team expanded from eight to 45 people.

In her new role, Wardein is tasked with leveraging the “untapped potential” for digital growth in markets, such as Texas and Chicago, in addition to New York (Edelman’s largest digital region in the US) and continued involvement on the West Coast, said King.

Wardein plays a key role in Edelman digital clients, such as Starz and Qualcomm.

“I’m thrilled to be taking on a larger role within our digital practice,” said Wardein. “With the talent and thought leadership we have here at the firm, we have boundless opportunities to continue advancing in this space.”

Prior to joining Edelman, Wardein led Yahoo’s personals and music marketing, and worked as CMO of the search company in Australia and New Zealand.

Cricket is also a small business owner of Mighty Pilates, the top pilates studio in San Francisco that focuses on energetic group classes. She keeps abreast of the inner workings of the business by managing the P&L and executing its social media marketing.

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