Merenkova (pictured), who will be based in London, was previously managing director of the UK at PRS in Vivo.

Other prior roles include at Gallup Media Russia, OMD and TNS Russia. Merenkova moved to London in 2015, where she led Kantar TNS.

Scott Brill, chief commercial officer at Behaviorally, said: “We are pleased to welcome Inna Merenkova to our growing executive leadership team. In a key region like Europe, our clients face dizzying challenges due to the pace at which the digital retail and commerce environments are evolving.

“After an extensive search of numerous talented leaders, we concluded that there was no one better suited than Inna to communicate and deliver our brand promise that addresses the complex shopper landscape faced by clients.”