The appointment comes as part of the agency’s leadership expansion under CEO Libby Morgan, reinforcing its investment in strengthening strategy and data capabilities.
In this newly created role, Rosenthal will lead strategy across the agency’s client portfolio. She will work across media planning, investment, data, and technology to deliver more connected and measurable outcomes. She will report directly to Morgan and join the leadership team.
Her mandate also includes advancing how the agency applies data and emerging technologies across the media lifecycle—from early insights to planning and performance measurement. A key focus will be aligning planning, analytics, and activation more closely, while building on the agency’s strengths in local and integrated media.
Rosenthal brings over 10 years of experience in marketing transformation and growth strategy. Most recently, she served as Group Director of Strategy at Wavemaker, where she led cross-channel planning and supported transformation initiatives across industries including pharmaceuticals, CPG, and logistics.
Earlier, Rosenthal held roles at EY Global Services, MRM Commerce, and Razorfish, working with brands such as Novo Nordisk, Diageo, Danone, Kraft Heinz, Church & Dwight, UPS, eBay, and Bausch & Lomb.
Rosenthal work has focused on helping brands connect marketing, commerce, and customer experience, with a strong emphasis on the “final mile” of the consumer journey.
“Krithika is adept at developing frameworks that help brands translate complexity into action,” said Morgan. “Her work focuses on adaptive approaches to content and decision-making that allow brands to respond more dynamically to changing customer behavior and market conditions. As we continue to grow, our focus is on connecting data, technology, and media more effectively to deliver stronger outcomes for clients. Her ability to bridge those areas will be critical as we build on that momentum.”
“I am excited to join NOVUS at a moment of real momentum,” said Rosenthal. “The team has built a strong reputation for precision and accountability. My focus will be on helping clients connect brand and performance, ensuring they don’t just show up in an increasingly automated landscape, but are the preferred choice for consumers.”
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