Based in Buenos Aires, Argentina, Novoa (pictured) will focus on large-scale global programmes with multinational clients.

Novoa joins the company from Ipsos, where where she led brand health tracking and advertising research units in Argentina.

Prior to Ipsos, she held research roles at Procter & Gamble and Reckitt Benckiser.

Daniel Finder, chief executive Maru/Matchbox, Latin America and president, client relationships, said: “With her wealth of strategic insights experience in consumer packaged goods, and background on both client and supplier sides of the industry, Silvia is the ideal leader to support our clients and match their needs with the strongest capabilities in our company.”