Interactive agency Refinery, which expanded into SEM through its acquisition of directMASS last month, has named that firm's cofounder and former president as senior vice-president of search engine services, reported Internet Retailer. McGoldrick managed the daily operations and business development at directMASS. Among Refinery clients are Sony, Urban Outfitters, Campbell Soup, Comcast, Commerce Bank, GlaxoSmithKline, Merrill Lynch, Motorola, Rohm & Haas, and Wyeth.