• by Tyler Loechner  @mp_tyler, August 18, 2014

Shift, a marketing software company with a focus on social, on Monday announced the appointment of Andrea Wolinetz as VP of agency partnerships, a new position at the company.

“We work with many of the top global agencies and as this ecosystem becomes more complex, success requires a combination of innovative technology and strategic guidance, Andrea will help accelerate adoption and develop senior-level relationships with our current agency and future agency customers,” James Borow, co-founder and CEO of Shift, said to Real-Time Daily.

Borow noted that marketers face increasing pressure “to be nimble and plug into events in real-time to engage with their audience and keep the brand top of mind, while also making sure to reach their business goals.” He said that Wolinetz will be responsible for “helping agencies navigate this real-time environment and identify the most strategic use of [Shift's] technology, based on their objectives.”

Wolinetz was most recently managing director of connected platforms at media agency PHD, giving Shift an exec that's in tune with the agency points-of-view.

“We’re thrilled to have her on the team,” said Borow.