Murrer succeeds Jed Meyer, director, brand measurement at Google, who has held the position since 2016.

With more than 25 years’ experience in the global packaged goods and apparel industries, Murrer has extensive experience of using insights to inform strategy, marketing, innovation, customer and financial decisions.

At Levi Strauss & Co, she oversees an integrated insights team leading work across Asia, Europe and the Americas.  

Prior to Levi’s, she was director of market intelligence at The Clorox Company, where she led the cleaning division and international research teams handling all insights work across product, brand and sales.

Scott McDonald, ARF CEO and president, said: “Barb’s appointment is reflective of the evolution underway at the ARF. Her being the first chair based on the West Coast corresponds to the ever-increasing importance of companies based in California, Oregon and Washington. Her position as a marketer will keep the role brands play front and centre and her expertise will enhance ARF’s role as a primary provider of consumer insights.”