Images courtesy of ChangeMakers

Reputation, social impact and marketing firm ChangeMakers has made three senior promotions as part of a broader series of internal advancements.

Caroline De Silva (above) moves to executive vice president, consumer, Samantha Murphy to executive vice president, client partner, and Kyla Best to senior vice president, agribusiness and trade.

De Silva has been promoted after 16 years with the firm. Since joining from the non-profit sector, she has played a key role in ChangeMakers’ growth through strategic client leadership, new business development and industry engagement.

She has led major client relationships, contributed to business wins including Maple Leaf Foods, and represented the firm through leadership roles with PROI Worldwide and the Canadian Public Relations Society.

Murphy (above) has been promoted after a decade with the firm. She has led multidisciplinary teams across major client engagements, business development initiatives and organizational transformation efforts, helping expand ChangeMakers’ portfolio through integrated business development and long-term client relationships.

Murphy has also advocated for the thoughtful adoption of AI within the agency, helping shape how the technology can improve collaboration, scalability and the client experience.

Best (above) has been promoted after more than two decades with the agency. A communications strategist specializing in agribusiness, consumer and trade marketing, she has helped build one of Canada’s leading agribusiness communications practices.

“Clients are asking for help in a few specific places right now: navigating what AI adoption means for their organization, protecting and building reputation through complex change, and translating deep sector expertise into strategy that fits their business specifically,” Stefan Moores, ChangeMakers’ CEO, tells strategy.

“Caroline, Samantha and Kyla each lead across these areas, and together their appointments track closely with where client demand is heading,” he says. “Each of them brings real depth in their own lane, but the value clients get comes from being able to pull on the full team around a specific problem, whether that’s brand, AI, reputation, creative or public affairs.”

Moores says new mandates this year with Agnico Eagle, Maple Leaf Foods and the California Table Grape Commission reflect the type of integrated, strategic work each executive has led.

Earlier this year, ChangeMakers expanded its brand advisory capabilities through the addition of San Francisco-based The Creative Dept.