Irving (pictured) has been at GfK for eight years, having previously served as vice-president, global strategic account lead since 2018.

Other prior roles at GfK include global industry head for the firm’s media division from 2017 and global key account manager from 2014.

Before joining GfK, Irving launched Ipsos OTX’s social media listening practice, and has also worked at NM Incite, Nielsen and BuzzMetrics.

In her new role at GfK, Irving will have an expanded role to increase revenue and profits across the organisation, and will support the alignment of GfK’s commercial sales strategy with its major accounts.

Gregg Lindner, president of Americas at GfK, said: “Lydia has an extraordinary track record in nurturing deep client relationships and uncovering opportunities for transformational innovation.

“She collaborates effortlessly with clients and global GfK partners to deliver the highly relevant insights that build our brand around the world.

“In her new role, Lydia will have even more direct influence on GfK engagements and profits, helping us elevate our game as client needs continue to expand and change.”