Sorokin's title is head of digital, global, a new position at the media and marketing services agency. He will be based in New York and will report to London-based Mindshare Worldwide CEO Dominic Proctor.
"Scott's primary role will be to lead global digital media initiatives for our Unilever client, but he will also work closely with Phil Cowdell, head of Mindshare North America, to help us develop and implement our digital plans for all our clients," said Proctor in making the announcement. "He also will serve on Mindshare's global executive committee."
Before joining Mindshare, Sorokin was president of Carat and Carat Fusion, Aegis Media's digital services agency. In that role he was responsible for the growth of digital practices and the development of integrated marketing solutions across complex, cross-platform marketing programs. He also led an agency reorganization that bridged the gap between digital and traditional services and helped enable Carat to provide integrated communications strategy, planning, and activation across all consumer touch points.
Earlier in his career, Sorokin had digital and creative leadership roles at MRM Worldwide, Digitas, and Modem Media. He also was co-founder and managing director of Grey Interactive Worldwide. His background includes broad experience with major marketers such as Dell, Procter & Gamble, Hasbro, Coca-Cola, Intel, and HP.