5W, the independent PR, creative, and AI Visibility agency, today announced the appointment of Santos Goni as Chief Financial Officer. Goni joins as the agency celebrates 25 years in business and as more brands turn to 5W to get them into the chatbox, the AI answers where customers now ask for recommendations. He brings more than two decades of financial and operational leadership experience across global media, communications, and multinational businesses.

Goni most recently served as Chief Financial Officer for Latin America and the Caribbean at WPP Media, where he held a broad executive mandate across finance, HR, IT, legal, and commercial finance. Earlier in his career, he held finance, audit and compliance leadership roles at Willis Towers Watson, Kimberly-Clark, LVMH and British American Tobacco. He has led complex business transformations and strategic acquisitions, while building high-performing teams and strengthening business operations. 

"We welcome Santos as we enter the 25th year of 5W, more confident than ever about the direction of the business," said Ronn Torossian, Founder and Chairman of 5W. "We get clients into the chatbox. Santos understands the economics of media and communications from the inside, he is hands-on, and as we grow our PR, creative, and AI Visibility practices, having a CFO with his experience and entrepreneurial mindset is a major advantage for our clients and our team."

Goni is known for a strategic yet hands-on approach to leadership and a passion for partnering with CEOs and business leaders to drive growth, improve profitability, and build strong foundations for long-term success. His collaborative style and practical approach to problem-solving have made him a trusted advisor in dynamic environments where finance plays an active role in shaping business strategy.

"5W is an entrepreneurial agency with a remarkable record, and I am thrilled to join at such an exciting moment," said Goni. "Helping clients win in the chatbox is one of the biggest growth opportunities in our industry, and I look forward to working closely with the leadership team to support our people, strengthen our financial foundation, and help 5W keep growing."

Goni is a graduate of Florida International University, where he studied economics and business administration. He is fluent in English, Spanish, French, and Portuguese.

Image courtesy of 5W