In the role, Lanka (pictured) has a remit to expand the company’s product strategy and is responsible for the product portfolio from start to finish.

He will have a particular focus on growing the company’s intelligence platform, Comet, which offers consumer purchase behaviour data for marketers, consultancies and financial services firms.

Lanka joins Affinity from TV measurement company Ampersand, where he was vice-president of product management. Prior to that, he was chief strategy officer at Simmons Research and has also held roles at Experian Marketing Services and Lotame.

The New York-headquartered company has made several other senior hires recently, including Sean Welsh, senior vice-president and managing director, financial institutions.

Jonathan Silver, chief executive and founder, Affinity Solutions, said: “With the launch of Comet this year, Affinity is now entering its next phase of growth. As such, we are expanding our executive team to align top leadership expertise with the needs of our client base.

“Kalyan’s outstanding track record in product strategy and innovation directly aligns with Affinity’s vision.”