In this new CIE role to support the company’s growth and create a bigger board, Armstrong (pictured) will also be managing director of Opinion Leader.

She was previously UK managing director of brand and customer experience (BaCE) at GfK where she led a team of more than 100 executives, working across an extensive client base.

Other roles she held at GfK include UK managing director of consumer & retail and UK deputy MD of consumer & retail.  Armstrong was also a member of GfK UK’s management board and its global retail management team.

Crispin Beale, CEO, Chime Insight & Engagement Group said: “Pam is an insight expert with a proven track record and extensive expertise across a broad portfolio of sectors, so will be a huge asset to our business. Through the hard work of our dedicated teams across the Group, our businesses have enjoyed phenomenal growth this year and we look forward to further success under Pam’s guidance.”