Caldwell worked in-house at Dixons Carphone across integrated campaigns and stakeholder management.
She has 11 years’ agency experience, having worked for M&C Saatchi PR and Mischief before joining Dixons Carphone.
In her new role, Caldwell will lead PrettyGreen’s brand comms team, with responsibility for ensuring effective service delivery.
She will work across clients including Ninetendo, Virgin Media and MaxiMuscle, and report to PrettyGreen’s joint MD, Emma Grace, and comms director, Sarah Henderson.
Mark Stringer, founder of PrettyGreen, said: “Alice has the prized experience of being both client and agency side which means she has a invaluable understanding of the pressures on both sides of the fence and is strategic, commercially and creatively driven. The fact that she has chosen come back to her roots at PrettyGreen is a great compliment.”
Caldwell said: “I have always had my sights set on joining the PrettyGreen team. They do great work with great people and you never hear a bad word said about them – a rarity in the fickle world of comms. I’m really looking forward to leading the comms team and helping ensure that everything we do makes our clients both happy and famous.”