Hill+Knowlton Strategies (H+K) has strengthened its Consumer Markets team with the addition of Lorna Freeman as Vice-President. Bringing nearly 20 years of experience to her new role at H+K, Lorna’s expertise building brand-focused communications strategies while maintaining relevance and interest for consumer audiences bolsters H+K’s existing industry-leading team.

“We’re really proud of what our sector has accomplished in the last year. From driving significant growth with existing clients to winning net new mandates with leading global brands, our talented team makes it possible, and we’re thrilled to have Lorna as part of that,” said Angie Lamanna, Senior-Vice President and National Sector Lead for Consumer Markets. “Her unique skillset working across a broad range of sectors from entertainment and CPG to food and media, combines expertise in both consumer and corporate public relations that will continue to push our business forward.”

Lorna joins H+K from the Toronto Region Board of Trade where, as Director of Communications, she effectively bridged organizational objectives into impactful communications plans. Prior to that role, she spent over 15 years at public relations agencies specializing in consumer packaged goods, food, and the entertainment industry. She supported her clients over the course of paradigm-shifting industry advancements, developing communications campaigns to build awareness, enhance reputation, and drive consumer preference.

At H+K, Lorna will work closely with Angie on a number of industry-leading brands including Lysol, Royal Canin, and Masco, among others. “This portfolio of clients truly excites me; I love diving deep into different audiences through data and insights to create dynamic plans that truly drive business objectives,” said Lorna Freeman, Vice-President.

Lorna’s appointment comes at a time when H+K’s Consumer Markets team continues to see growth, including recently expanding H+K’s existing mandates with Mazda, IKEA and Masco Canada, and adding global sporting goods brand adidas and Mars Inc.-owned Royal Canin to their roster of clients. The Consumer Markets team creates world-leading brand marketing campaigns that increase awareness, drive sales and reach new audiences. They commission notable influencer-created content, secure extensive national and regional media coverage and facilitate virtual and in-person events.