Melanie Courtright, the company’s executive vice-president of global research science, will lead the new function as her role expands to include data strategy.

Courtright’s responsibilities will include overall planning and management of data strategy, creating a plan for data products and intellectual properties and ensuring compliance with global privacy and data laws. She will also develop the company’s data library across internal and third-party datasets.

In 2018, the merged company put its panel and integrated data on one single platform, reaching 60 million people globally.

Gary Laben, chief executive at Dynata, said: “Melanie is known for her ability to define rigorous methods as well as for her dedication to continually raising the bar on standards so that customers obtain the best outcomes. Her leadership of our data strategy will spur new definitions of data quality and what it means to marketing success.”