Bedikyan (pictured) was most recently senior manager of data science and advanced analytics at Bell Media.

Other prior roles held by Bedikyan include senior director of research and analytics at Groupe V Media, senior consultant at Deloitte and director of business analytics and insights at Cirque du Soleil.

Jean-Marc Léger, president at Leger, said: “Aksel will lead our Leger analytics division and help our North American clients analyse, integrate and convert their data into actionable marketing intelligence.

“His expertise in segmentation, modelling and market simulation techniques, as well as his knowledge of advanced analytical tools, will enable Leger’s clients to leverage their primary and secondary databases better.”