Scott Sorokin takes over as president of Isobar's Carat Fusion agency, succeeding Toby Gabriner, who took the CEO post at audience-based predictive marketing firm Poindexter Systems.
Mr. Sorokin previously was the global account lead on the Intel Corp. business at McCann Worldgroup's MRM Worldwide. Among his other stints, he was responsible for the merger of Digitas and Modem Media's offices in San Francisco.
“My role here is really to leverage my background in integrated marketing and media,” Mr. Sorokin said.
Carat Fusion handles direct and interactive marketing for several business-to-business and business-to-consumer clients. The agency last year won accounts like Eddie Bauer, Motorola, Napster, eFax and Network Appliance.
Roughly 230 employees work at Carat Fusion's offices in New York, Boston, Chicago, Los Angeles and the San Francisco headquarters. Mr. Sorokin is based in New York.
“I'll be traveling quite often,” he said.
