Veridiem Opens L.A. Office, Hires Marketing Chief

Marketing performance management firm Veridiem has bulked up operations, adding a West Coast office and hiring Kathy Ruggiero as vice president of marketing communications.

The decision to open a Los Angeles office comes as Veridiem is expanding its West Coast client base, said Don White, chief marketing officer and head of client services for the Maynard, Mass., company. While San Francisco-based paper greeting card company Sparks.com is currently its only West Coast client, the company is close to signing several others, and is targeting chief marketing officers at companies that spend at least $10 million annually on media, said White.

Veridiem is looking for a general manager for the L.A. office, which will offer business development, consulting and support services.

Out east, Ruggiero joins Veridiem from Oberon Software in Cambridge, Mass., where she served as director of marketing communications. Her experience also includes stints at Progress Software in Bedford, Mass., and ad agency Pagano Schenck & Kay in Boston. Ruggiero takes over for Bill Phelan, who was promoted to director of sales solutions. She reports to White and will be responsible for corporate and product communications.

The 60-person company in May announced Veridiem MPi, a customized advertising performance service meant to show the cause and effect between marketing investment and results.

“We spent a considerable amount of money on advertising to promote the service, and we want to bring in a pro to take on that accountability,” said White. Veridiem is also currently interviewing candidates for a marketing manager, who will report to Ruggiero.

Veridiem advertising is currently handled by Grey Worldwide, New York. That relationship is not expected to change with the addition of Ruggiero, White said.