Jeff Roman takes VP role at Broad Reach Communications

Aside from PR vet, communications agency makes four strategic hires

Danny Kucharsky October 27, 2016

Broad Reach Communications has named Jeff Roman as its vice-president, client service and operations, making him the agency’s most senior hire in the last year and a half.

Roman was previously a vice-president at National Public Relations for nearly six years. He has also worked at Sirius Satellite Radio Canada, Edelman, the Ontario government and Cohn & Wolfe.

Roman is part of a growing trend of senior agency practitioners joining smaller agencies where their strengths are leveraged, their contributions count and they are encouraged to stretch themselves in exciting ways, says Broad Reach Communications president Andrea Lekushoff.

“When you are building a values-based organization, it’s critical to find people who share your passion for growth and who want to make a difference,” says Lekushoff. “With a strong reputation as an outstanding practitioner, a respected leader and solid operator, Jeff will be a game changer for our agency. I look forward to watching him learn and grow while he leads our team to create work that drives our agency to reach new heights.”

Roman has more than 15 years of experience in corporate, government and agency environments and has expertise in strategic communications planning, reputation management, thought leadership, corporate responsibility, issues management and media training.

Roman says he looks forward to helping the agency expand its offering and create a full-service corporate communications consultancy.

The agency’s other recent hires are account director Denise Gagnon, senior account manager Daina Astwood-George, account coordinator Danielle Scott and office manager Debbie Levy.

Broad Reach developed a company charter earlier this year aimed at prioritizing staff wellbeing with a series of learning and growth initiatives. Millennials are not the only generation seeking balance, fun and fulfilment at work and the feeling their jobs have real purpose, Lekushoff notes.

Broad Reach, which gets its name from the sailing term “broad reach,” was founded in 2008 and developed a team of associates across Canada in virtual offices. However, Lekushoff shifted her business model last year toward building a firm that combines full-time employees and freelancers.

Broad Reach now has six full-time employees and six core freelance associates and works with clients from the financial services, energy, travel, telecommunications and technology industries and professional service firms.