PwC appoints Christine Walton as Director of Paid Media for U.S. operations

PwC has appointed Christine Walton as Director of Paid Media, where she will lead paid media strategy across the United States.

The appointment reflects PwC’s continued investment in performance marketing as a core lever for driving growth and client engagement. In this role, Walton will be responsible for advancing paid media capabilities and scaling campaigns across channels in alignment with broader marketing and revenue objectives.

Her early focus, as indicated in her announcement, centers on strengthening team capabilities and building on existing momentum within PwC’s marketing function. The role sits at the intersection of brand, demand generation, and digital performance, an area that is increasingly critical for professional services firms competing in a data-driven environment.

Paid media is evolving from a channel-specific function to a strategic growth engine, particularly as firms integrate AI-driven targeting, automation, and measurement into their marketing operations. Leadership roles such as this signal a shift toward more centralized and performance-oriented marketing structures within large enterprises.

For PwC, the move underscores how marketing is becoming more closely aligned with business outcomes, with paid media positioned as a key driver of pipeline, visibility, and measurable impact.