CPB Vet Joins Deutsch’s Los Angeles Office as Head of Experience

Ivan Perez-Armendariz also founded agency Texturemedia

He begins his role today, reporting directly to the president of Deutsch's Los Angeles office, Kim Getty. Deutsch

Deutsch has appointed Ivan Perez-Armendariz to its Los Angeles office as evp, head of experience.

He fills the role of chief digital officer currently held by Pam Scheideler, who is leaving the agency. Scheideler personally selected Perez-Armendariz for the role as she departs Deutsch after over six years with the agency, according to a statement.

In the role, Perez-Armendariz will lead a team of over 50, across the agency’s digital production, UX and technology departments while working closely with its strategy, media and business intelligence teams. Perez-Armendariz will be tasked with continuing to expand the agency’s digital innovation efforts and defining the customer experience journey for clients and prospective clients, as well as identifying opportunities for new platforms, products and services. He begins his role today, reporting directly to the president of Deutsch’s Los Angeles office, Kim Getty.

“Under Pam’s leadership, our office has built a top-notch, nimble team of digital experts who time-and-time again deliver on the best solutions for our clients,” Getty said in a statement. “I have been extremely fortunate to work alongside a generous leader like Pam and I am so proud of the machine she has built. She’s passing the keys off to Ivan, who has a brilliant mind, [an] entrepreneurial spirit and a deep passion for digital.”

Perez-Armendariz was the founder and owner of interactive agency Texturemedia in Boulder, Colo. Following CPB’s acquisition of Texturemedia, Perez-Armendariz joined the agency as executive producer, working on campaigns for clients including Jose Cuervo, Pay Pal and Domino’s on his way to becoming evp, managing director of CPB’s Los Angeles office. After leaving CPB in 2017, he joined boutique agency Rise and Shine and Partners as chief digital officer.

“The customer experience has to continuously adapt and evolve to remain great,” Perez-Armendariz said in a statement. “Deutsch’s reputation as a creative powerhouse with its world-class team of technologists, producers and designers presents a huge opportunity to transform the customer experience for brands.”

Perez-Armendariz’s arrival follows a series of layoffs at Deutsch’s Los Angeles office following the loss of the Volkswagen account.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.