In her new role, Vander Vorst will focus on areas such as demand generation, brand and creative positioning, sustainability, retail optimisation and organisational performance. 

The consulting practice has around 150 staff and advises brands on commercial and marketing strategies.

Before joining Kantar, Vander Vorst spent eight years at Publicis Groupe, where she advised businesses on marketing and digital transformation, brand building and expanding share and revenue in challenging markets.

Vander Vorst also led PG One, a dedicated agency for Publicis Groupe’s largest client Procter & Gamble, and also spent almost a decade working for WPP agencies. 

Amy Cashman, executive managing director, insights division, UK and Ireland at Kantar, said: “Natalie brings a real depth of talent and expertise to lead our consulting practice, adding to an already strong team.

“She is ideally placed to help guide businesses through challenging times ahead as the cost-of-living crisis bites and people’s habits and behaviour continues to change.”