New York-based social media agency Mr. Youth is heading to the left coast, opening up shop in San Francisco. Who’s leading, you ask? Ex-Clorox digital marketing exec Christa Patrylak–who will take on the long-winded title of senior director, brand development strategist–and Tony McRoberts, who will serve as senior director of brand development.

Fancy schmancy roles aside, Patrylak (left) and McRoberts will be responsible for making Mr. Youth known in the Bay Area and getting more acquainted with existing local clients including Symantec, Gap Inc, HP and Clorox as well as some other out-of-state companies called Microsoft and Nike. As for background, Patrylak held strategy posts at Dare, AKQA and CHI and Partners while McRoberts arrives from experiential/event marketing firm Hadley Media, where he was an MD. We’re told that Mr. Youth is in the process of adding staff out in San Francisco because, you know, that would help.