Esland (pictured), previously group head of marketing technology strategy at Vodafone, will lead Merkle’s European decisioning practice, part of the customer experience management service line, and support expansion in the Europe, Middle East and Africa (Emea) region.

Pega’s software is used to analyse customer data and evaluate businesses’ actions. Merkle has worked with Pega Marketing and Decisioning since 2005. Esland will manage the partnership, reporting to Ben Gott, senior vice-president, practice lead, marketing solutions for Emea.

Gott said: “I have no doubt that with Simon’s knowledge, ability and leadership, he will make a great success of his new role.”

Rob Walker, general manager, 1:1 customer engagement, Pegasystems, added: “By combining Merkle’s and Pega’s technology and expertise, we're helping marketers ensure a consistent customer journey with next-best actions taken across owned and paid channels for each individual.”