Grace Ray, who was appointed chief executive officer of Living Proof in September, has hired Anne-Marie Kline as vice president of global marketing. Effective Feb. 17, Kline will be responsible for driving a global marketing strategy targeted at a diverse consumer with emphasis on digital, retail and salons.

“When it came time to look for a new head of marketing, we decided we weren’t going to go for the obvious candidate,” Ray said. “I knew that for our next phase of growth, we needed a marketing visionary who could leverage social word of mouth to truly unlock consumer advocacy. It’s about giving them a means to creatively express their own experiences with our products. That’s where Anne-Marie comes in. She’s a disruptive marketer and excellent brand storyteller, and I’m really looking forward to her joining the team.”

Formerly senior vice president and lead of social content capability for DigitasLBi, Kline created digital marketing content for brands like Procter & Gamble, General Motors and Lenovo. Also, she founded and was managing director of BRANDLive, DigitasLBi’s proprietary real-time marketing platform.

Kline’s additional achievements at Digitas include conceptualizing and executing cross-channel marketing and public relations campaigns for brands like Olay and XM. She was named one of Business Insider’s “Most Creative Women in Advertising” and Boston Ad Club’s “100 Women We Admire.”

Prior to joining DigitasLBi in 2004, Kline was responsible for integrated marketing at Tweeter Home Entertainment Group. Before Tweeter she worked at Arnold Worldwide on clients including Volkswagen, EMC and Puma.

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