Toronto public relations agency Veritas Communications has hired industry veteran Martin Hofmann to fill the newly created role of senior vice-president of social and digital communications, effectively immediately.

Hofmann, a native of Germany, has more than 15 years experience working in the communications industry for government-run organizations and agencies, both in Canada and abroad.

He moved to Canada 11 years ago and joined Fleishman-Hillard in Toronto before moving over to its sister agency High Road Communications after it won the Microsoft account.

In 2010, Hofmann joined the Ontario Ministry of Environment as director of communications where he led a team of 60.

“Based on my experience, I think there is a desire [within the public sector] for communications to be modernized and to integrate these new kinds of direct communications and engagement channels,” said Hofmann of his time at the Ministry.

“I looked at the structure of the branch and made some changes including hiring a social media coordinator and looking at other aspects such as multimedia integration,” he said.

At Veritas, Hofmann will work with clients on digital and social strategies and to help grow business. He joins the agency’s social media team and reports to Beverley Hammond, president and CEO of Veritas.

“With Martin’s passion for creative ideas and his expertise in social strategy, digital integration, and influencer marketing, his addition to our team will be a significant step forward,” said Hammond, in a release.