In a strategic move to enhance its social and influencer capabilities, Ruder Finn, one of the world’s largest independent global communications and integrated marketing agencies, has announced two senior hires. Sara Record and Annie Highfield join the firm’s Digital Integration Group (RF DIG) as Senior Vice President and Group Vice President of Social & Influencer Strategy, respectively.

The additions reflect Ruder Finn’s continued investment in data-driven, culturally relevant, and platform-native marketing strategies, especially in an era where influencer and social activations are critical components of brand engagement.

Leadership Aligned for Growth in Digital

Both Record and Highfield will report to Eric Petersen, EVP and Head of Digital, who joined the firm in November 2024 and reports directly to CEO Kathy Bloomgarden.

“I’m thrilled to welcome both Sara and Annie to the Digital Integration Group at Ruder Finn,” said Eric Petersen.

“They bring a depth of diverse, data-informed experience that is increasingly important as more of our clients look to integrate social and influencer strategies into their core communications plans.”

Meet the New Hires Driving Social Innovation

Sara Record – SVP, Social & Influencer Strategy

Bringing over 15 years of influencer and social media marketing experience, Record will lead senior-level strategic counsel across Ruder Finn’s U.S. accounts. Her background spans a range of influencer activations—from nano-creators to top-tier celebrities—with a strong specialization in:

• Healthcare and Pharma
  Deep experience leading influencer initiatives in highly regulated industries such as pharma, biotech, and medical devices.

• Multicultural Marketing
  Known for inclusive programming that authentically resonates with diverse audiences.

Record’s ability to combine storytelling with data and behavioral insights will help clients evolve from one-off campaigns to long-term community-driven engagement.

“Influencer marketing continues to evolve. It’s no longer about isolated posts, but sustained storytelling,” said Record.

“Ruder Finn’s Digital Integration Group is the perfect environment to help brands lead that evolution.”

She is based in Orange County, California.

Annie Highfield – GVP, Social & Influencer Strategy

With over 13 years of experience crafting social brand strategies, Highfield joins Ruder Finn from Yum! Brands, where she served as Head of Social and Influencer for KFC U.S. Her expertise includes:

• Food & Beverage, CPG, and Tech Brands
  Driving culturally resonant, bold brand moments for major consumer names.

• Data-Informed Creativity
  Known for building performance-driven programs that prioritize audience insights and cultural fluency.

Based in Louisville, Kentucky, Highfield is enthusiastic about joining a team focused on innovation and real-world impact.

“What drew me to Ruder Finn was its digital-first mindset and passionate team,” said Highfield.

“Together, we’ll develop strategies that connect brands with culture in a way that’s measurable, meaningful, and bold.”

Elevating Digital with Influencer-First Thinking

The appointment of Sara Record and Annie Highfield signals Ruder Finn’s intent to elevate its influencer and social marketing services—ensuring clients benefit from platform-specific thinking, cultural intelligence, and data-powered execution.

As the firm continues to integrate influencer marketing more deeply across campaigns, these hires are expected to help shape the future of social strategy at Ruder Finn and beyond.