Independent Performance Media agency ROAST has announced the appointment of Nicole Palmieri as its new Head of Digital PR. Palmieri joins to lead a specialist Digital PR department, specifically designed to navigate the shift from traditional link-building to the era of Generative AI and LLMs (Large Language Models).
Palmieri joins ROAST following a highly successful tenure at Rise at Seven, where she transitioned from Digital PR Strategist to Head of International PR. During her time there, she scaled the international department, overseeing multi-market strategies for global brands including Sixt, Wayfair and SharkNinja.
With a career spanning global media across multiple sectors, including luxury fashion at Farfetch, Palmieri brings a unique blend of journalistic storytelling and technical SEO expertise.
John Barham, Managing Partner at ROAST said: “Nicole’s appointment is an exciting one and marks a strategic move for us to more tangibly integrate Digital PR into our organic structure, moving beyond legacy static search models toward GEO.”
The new department will leverage ROAST’s internal innovation team, working alongside ROAST’s Head of Innovation, John Campbell, to utilise proprietary AI tools. This collaboration allows the agency to fuse high-level storytelling with data-driven technology, ensuring clients remain at the centre of trending conversations.
“AI is redefining the rules of Digital PR, particularly in how brands surface across generative search,” says Nicole Palmieri, Head of Digital PR at ROAST. “That’s what makes this the perfect time to launch our refreshed offering – one rooted in GEO expertise and designed for where search is heading, not where it’s been. We aren’t just pitching stories; we are creating brand authority for the AI era.”
By integrating with SEO, Paid Media, and Social Listening, Palmieri’s team will focus on multi-dimensional performance marketing, helping brands become the ultimate authority in their niche.
Palmieri adds. “By fusing our proprietary AI tools with high-level storytelling, we ensure our clients aren’t just part of the conversation – they are the source of it.”
Source: ROAST
ROAST Appoints Nicole Palmieri as Head of Digital PR to Lead AI-First Generative Engine Optimisation (GEO) Offering added by newsroom on
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