Dallas-based agency Lerma has appointed Omar Quiñones as its first chief strategy officer, the final piece of a leadership hiring spree that signals an ambitious move away from the agency’s flat structure.
Quiñones joins from Messianu/Edelman/Lerma (MEL), where he served in the same role. His pedigree includes senior strategy stints at Anomaly, CP+B, and YETI, where he helped steer brands through the kind of cultural “inflection points” Lerma now aims to own.
His appointment marks a concerted effort by the agency to formalize its C-suite. In addition to Quiñones, Lerma installed Paco Conde as its inaugural chief creative officer in October and Josh Archer as senior vice president of data a month prior.
