Patel has joined the IPG agency after spending less than a year at Rauxa, where she helped to evolve the company’s technical direction.
The newly-created role will see Patel oversee the tech strategy, delivery and innovation practices across the R/GA New York client roster. She will report to global chief technology officer Nick Coronges and NY managing director Robin Forbes.
Coronges told The Drum: “Technology innovation permeates everything we do. Preeti’s technical expertise, coupled with her long history building and implementing revenue-growing projects at speed, make her the perfect fit for our team at R/GA.”
Patel added: “In the new era we understand that technology and business are inseparable to fuel new customer experiences and models to deliver and scale products and services. I look forward to helping brands build a stable foundation with technology, data and operations.
"Our tech team will inject courage into innovation to grow digital capabilities so teams can orchestrate targeted and tailored digital marketing across multiple channels, driven by consumer data.”