In his new role, Axcell (pictured) will be responsible for the strategy and execution of Toluna’s global marketing efforts, as well as overseeing product marketing, brand, creative, growth marketing and marketing operations.

Before taking up his new role, Axcell was head of marketing for North America at Toluna, based in Denver, US, having joined the company in 2022 as part of its acquisition of GutCheck.

Axcell also has prior experience in brand marketing roles at Heinz and Nestle in London and was in a senior global branding and communications role and executive marketing leadership roles at LeapFrog in San Francisco.

The appointment follows the acquisition by Toluna of MetrixLab from marketing research firm Macromill last year for an undisclosed amount.

Frédéric-Charles Petit, chief executive at Toluna, said: “Scott’s appointment is a critical step for our organisation as we continue to bring together two companies with such complementary strengths in Toluna and MetrixLab.

“Scott’s extensive experience will be a major asset to both our global marketing organisation and executive leadership team, and I look forward to working with him as we execute on our mission to provide clients with on-demand access to platform, panel and experts to grow their brand and business.”