Hayward (pictured) has held a number of senior positions including director of strategy and futures at dunnhumby for six years and executive chairman of The Henley Centre.

He said: “In a fast-moving, increasingly digital world, putting the consumer in control of the data they share and the communications they receive will be the next frontier of marketing and loyalty management. I look forward to helping to shape this next phase of customer relationships, just as I have shaped the past decade’s arrival of big data and personalisation with both dunnhumby and Aimia.”