Independent creative agency Mistress has promoted Victoria “Tor” Edwards to executive director of integrated brand management. Edwards’ responsibilities have included managing such clients as Qdoba, American Apparel, Sambazon, Brown-Forman, ASICS, Pearson, Campbell Fresh, Amazon, IMAX, AT&T, Los Angeles Tourism, Univision, Level-5 Abby, Coke Freestyle, Netflix and World Surf League.

Previously, Edwards was group brand director at Mistress, which she first joined in 2014 after serving with Clemenger BBDO in Sydney where she worked on global brands including GE, Mars and PepsiCo, and was a key player on the agency’s new business efforts. Edwards has won multiple international awards for creative, digital and effectiveness at Cannes, One Show, New York Festival, Clios and Spike, to name a few. Under her leadership at Mistress, the agency has won several awards including Best in Television at the Shorty’s and North America Agency of the Year at PromaxBDA.

“Tor is a key player on our team and represents what we believe advertising needs today; ambition, talent, a keen understanding of modern media culture and an ability to see the idea though the noise,” said Christian Jacobsen, executive strategy director and partner at Mistress. “Advertising is in her genes. Her father was one of Australia’s leading advertising executives. She brings to Mistress a brilliant pedigree, a global sensibility, deep understanding of consumer behavior and an intimate familiarity with the needs of our clients. In her new position, she’s in charge of keeping everyone on track and delivering cohesive plans for our clients.”

“When I left Sydney I came directly to California and to Mistress,” said Edwards. “I realized this was the right place to be with regards to the future of advertising; an incubator of entertainment, technology and marketing, and a climate that focuses on the consumer. In today’s modern media environment, with all of the choices available across every demographic and sub group, brands need to have strong ideas and a clear POV to effectively connect with their audiences in a meaningful way, understanding how they live and breathe, work, play, communicate and use technology. Mistress has been leading that charge for over a decade. I’m excited to be here and to continue our mission of turning heads and building powerful engagement between brands, their followers and future adopters.”