Ipsh, the wireless marketing brand of The Marketing Arm, has hired Tania Mulry as vice president for client service for the agency's new office in Los Angeles.

She is responsible for managing all major client relationships, including mobile strategy, account planning and campaign execution, the agency said.

Since 2007, Mulry had worked for Teleflip, a mobile e-mail provider, as senior vice president, product development and customer monetization.

Prior to that she worked for 10 years for MasterCard Worldwide as the business leader for the Mobile/Wireless Centre of Excellence. In that role, she led global communications, business development and marketing for MasterCard Mobile. She is also credited with creating and piloting MasterCard Nearby, a service to help consumers find MasterCard acceptance locations and targeted special offers.

Also while at MasterCard, she worked as vice president of information products and services, and global solutions leader, business management, MasterCard Advisors.

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