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Hotwire Global Appoints Karyn Barr as US CEO to Lead Growth and AI Transformation
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Hotwire Appoints Karyn Barr as US Chief Executive Officer
Hotwire Global has appointed Karyn Barr as its US Chief Executive Officer, bringing in an experienced technology communications leader to steer its U.S. business and support the agency's next phase of growth. Karyn officially joins the company on November 16, 2026, and will become a member of its global executive committee.
The appointment comes as communications and marketing agencies adapt to changes in how audiences discover brands, evaluate information and engage with businesses. Hotwire is strengthening its integrated communications and marketing capabilities while accelerating its investment in artificial intelligence and new approaches to reputation and revenue generation.
Karyn brings more than 20 years of experience advising technology companies, high-growth businesses and Fortune 500 organisations. Her background spans agency leadership, technology communications, integrated marketing and the development of AI capabilities for agency operations and client services.
From Technology Communications to Agency Leadership
Before joining Hotwire, Karyn led Zeno Group's U.S. Technology practice, overseeing its growth, marketing and operations. She joined Zeno in October 2025 as Head of Technology, Zeno U.S., working across the agency's technology sector and its global technology centres of excellence.
Her appointment at Zeno followed nearly two decades at Allison Worldwide, where she held several senior leadership positions. Most notably, she served as President, Global Operations for the agency's Technology practice, which became its largest and fastest-growing practice during her tenure, with more than 100 specialists worldwide.
At Allison, Karyn also co-founded and helped scale the agency's global AI centre of excellence and proprietary product suite. This experience adds an important dimension to her new role, particularly as communications firms look to integrate AI into strategy, research, content development and client delivery.
Across her career, Karyn has advised organisations ranging from emerging technology companies to established global businesses, including Adobe, Autodesk, FICO, C3 AI, Teradata, KPMG and HPE.
A former journalist and speechwriter, she brings experience across both storytelling and strategic communications, combining an understanding of how technology businesses operate with the ability to shape their positioning and reputation.
Strengthening Hotwire's Integrated Communications and Marketing Offering
At Hotwire, Karyn will lead the U.S. business as the agency continues to expand its integrated communications and marketing capabilities.
The offering spans earned and paid media, search engine optimisation, generative engine optimisation and account-based experience, supported by AI consultancy services and proprietary solutions developed through Hotwire AI Labs.
The direction reflects a broader change in the communications industry. As AI-powered search and new discovery experiences reshape how audiences find information, brands face growing pressure to maintain visibility, build trust and demonstrate the commercial impact of their communications investments.
Karyn's experience building technology-focused agency capabilities and developing AI initiatives positions her to contribute to this transition. Her remit will include strengthening client relationships, supporting business growth and helping bring together communications, marketing and technology expertise across the U.S. operation.
A New Chapter Under Grant Toups' Leadership
Karyn's appointment comes as Hotwire continues to develop its global leadership team under Grant Toups, Global Chief Executive Officer.
In welcoming Karyn, Grant highlighted her combination of strategic expertise, operational experience and understanding of the technology shaping the future of marketing and communications. He also pointed to her ability to challenge established approaches and help build what comes next for the agency.
Karyn said Hotwire's approach to integrated communications and marketing, its focus on AI transformation and its willingness to rethink how agencies operate were key factors behind her decision to join.
She also acknowledged her time at Zeno Group, thanking colleagues for an experience that contributed to her development as a leader and expressing pride in the work accomplished during her tenure.
As she prepares to take charge of Hotwire's U.S. business, Karyn's appointment brings together deep technology-sector experience and a track record of building agency capabilities at a time when the communications landscape is undergoing significant change.
About Hotwire Global
Hotwire Global is a technology communications and marketing consultancy that works with businesses across the global technology sector. Its services span public relations, integrated communications, paid media, search, marketing and strategic consultancy. With more than 300 employees across 11 countries, Hotwire is part of Enero Group.