Thomas joins Dynata from Nielsen, where she spent 13 years, most recently as chief product officer for Nielsen Audience Measurement. She was responsible for setting the company’s global audience measurement product strategy and development, user experience design, partnerships and business development.

At Dynata, Thomas will lead product, research and data science, with a key role in shaping the company’s product strategy and innovation. Reporting to chief executive Mike Petrullo, Thomas will be part of the company’s executive leadership committee.

Prior to the chief product role at Nielsen, Thomas held a range of cross-platform and digital positions in product sales, client solutions, product, research, and product marketing, after beginning her career as a consultant with McKinsey & Company. 

Petrullo said: “We are eager to apply Deirdre’s vision, experience and focus to our core data, media measurement and activation products, as well as our approach to research and data science.

“Deirdre is adept at navigating the rapidly evolving media landscape and has earned a reputation as a visionary leader in the field.  Further, she is fully aligned with Dynata’s unrivalled focus on quality.  This is a strategic appointment for the company, and we look forward to fueling continued growth of our full product portfolio in 2025 and beyond.”