Yao (pictured) previously worked for Behaviorally between 2017 and 2021, before leaving for an insight associate director role at a strategy consulting firm.

In her new role, Yao will bring skills in areas such as shopper strategy, virtual reality for shopper research, customer-centric omnichannel practices and retail brand positioning.

Crispin Beale, group president at Behaviorally, said: “We are thrilled to welcome Yolanda back to the Behaviorally team. Her extensive background in retail and consumer research, as well as her virtual reality expertise, will undoubtedly help us uphold our dedication to providing outstanding service to our clients and further accelerate the company’s growth.

“Yolanda’s passion for establishing strong client relationships and her extensive expertise in shopper strategy make her a valuable addition to our team.”

Behaviorally has also made three senior promotions in its US team, including Jenna Cippoletti to director, client development.

Joe Corace and Grant Montague have also both been promoted to senior vice-president.

Beale said of the recent promotions: “These individuals have shown exceptional commitment and dedication to our company and have played a significant role in our success.

“We have every confidence that they will excel in their new roles and make valuable contributions to our company’s continued progress.”