Twite, who has joined in a new senior team role, will help drive strategic growth across Watermelon’s work in voice of customer programmes, survey software and insight consultancy.

Before joining Watermelon, Twite was self-employed as founder of consultancy The Growth Centre, and prior to that spent 13 years at Toluna, most recently as managing director Europe, Middle East and Africa and Latin America.

Watermelon chief executive Mark Squires said: “2025 will see the global launch of our proprietary Canvas CX software, double digit growth in Calico, our market research delivery arm and bring our ground-breaking consultancy services to a wider audience.

“Paul has held pivotal roles in growing technology-driven insight businesses and is the ideal person to help us achieve our goals.”