Parmar was a founding partner of promotional marketing agency Woo Communications (part of Engine) and has previously held director-level roles at agencies including Claydon Heeley Jones Mason and Creative Partnership Marketing. In recent years, he has led his own brand specialising in male grooming.

At Mesh, he will work with the London office to expand the company’s UK Retail Banking Study into other verticals including insurance and payment services.

Fiona Blades, founder and chief executive at Mesh Experience, said: “I’m delighted to be working with Bharat again and I know our clients will benefit from his expertise in media optimisation and marketing effectiveness.”

Parmar’s appointment follows the recent hiring of Dana DiGregorio as managing director of the company’s US unit for vertical subscription studies.