A HOOK-based integrated B2B PR and communications agency has named a new chief executive.

Whiteoaks International has named Hayley Goff as its new chief executive.

Ms Goff stepped into the role from the position of chief operating officer and will strive to strengthen Whiteoaks’ position in the market and drive the business towards furthering its mission of guaranteeing better results from integrated B2B PR and communications campaigns for its clients.

Ms Goff takes the reins from current chief executive James Kelliher who is moving into an advisory role as non-executive director on the Whiteoaks board.

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Ms Goff sai: “This is another huge step forward for Whiteoaks and as CEO, I look forward to leading our dedicated team of specialists along our growth journey. I am passionate about our deliberately different approach which offers a flexible engagement model and guarantees results, return on investment and above all, happy clients.

“As a proudly employee-owned business we all have an even bigger stake in our clients’ success and we are committed to giving them exactly what they need in terms of results, proactivity and market impact.”

The make-up of the Whiteoaks executive board of directors remains mostly unchanged with Suzanne Griffiths (managing director) and John Broy (chief client officer) supporting Ms Goff in her new role.

Current non-executive director Andrew Marsden has stepped down.

Ms Goff joined Whiteoaks in 2004, moving up through the ranks holding a number of senior roles and working on key international accounts across the business.

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Ms Goff joined the Whiteoaks board in 2013 following a management buy-out before moving into the role of chief operating officer, where she provided strategic and creative consultancy across the client portfolio.

Outgoing chief executive Mr Kelliher said: “Hayley is a tremendous asset to the business in terms of how she helps shape clients’ strategy, the strong relationships she’s built over the years, and her inspiring leadership. As I move into my new role as non-executive director, I have the utmost confidence that Hayley will continue to drive Whiteoaks forward and lead the team to success in pursuit of our ambitious objectives."

The appointment was effective from Monday, May 1.