Alvarez (pictured) will join Behaviorally’s customer success team and was most recently regional managing director at MarketCast.

Prior to joining Behaviorally, Alvarez held regional leadership positions at Nielsen, TNS, Synovate, Ipsos and Research International, and is a member of the media measurements services evaluation body Consejo de Investigación de Medios.

The Mexico City hub is Behaviorally’s first in Latin America, and follows recently announced hubs in Geneva, Melbourne, New York, Paris, Hamburg, Frankfurt, Manchester, Manila, Bangkok and Dubai.

Scott Brill, managing director of North America at Behaviorally, said: “With his extensive expertise, client focused dedication, and as an insights industry leader, Gustavo’s a wonderful addition to the Behaviorally team.

“From our first conversation, his excitement and energy about our strategic vision was incredible and something sure to drive growth throughout the region as we keep expanding.”

Crispin Beale, group president at Behaviorally, said: “I have known Gustavo for some time and he’s a remarkable professional with a specialised focus on Latin American markets and I look forward to seeing him lead our expansion in Latin America.

“His seasoned knowledge and vast experience will be integral to help Behaviorally continue to serve our clients and expand our footprint in this important region.”