Lloyd-Malcolm (pictured) was previously global head of growth strategy at WPP-owned VMLY&R Consulting and co-lead of the agency’s IX (inclusion experience) consultancy in the UK.

Prior to that, she spent 10 years at Kantar, leading global client relationships and the brand insight and strategy offer at Kantar Consulting.

Lloyd-Malcom will jointly hold the position alongside existing managing director Lucy Thompson.

MSQ recently sold to private equity business One Equity Partners.

Bart Michels, MSQ’s executive board director, said: “Eleanor will add her impressive experience, expertise, energy, and leadership to the excellent Freemavens team, and will form a formidable partnership with Lucy Thompson as co-managing director.

“Freemavens sits at the heart of MSQ’s promise to help brands and businesses get closer to their customer, and Eleanor’s international brand, cultural insight and data-driven growth strategy skills will help Freemavens continue to play that role with increasing depth and breadth as we enter our next phase of growth.”