Findlay (pictured) will lead System1’s innovation function and will be tasked with developing and growing new products for the business.

Before taking up his new role at System1, Findlay was group commercial officer at Toluna, where he was also European commercial lead for AI.

Prior to Toluna, Findlay was chief growth officer at MMR Research, head of innovation practice at Zappi and began his career at Nielsen Bases.

James Gregory, chief executive officer at System1, said: “System1 is at the forefront of helping brands understand the emotional drivers behind effective advertising and innovation.

“Tristan’s deep expertise in innovation and his passion for fostering growth, both in business and in people, make him the perfect leader to drive this key pillar of our business forward.”