In her new role, Pilavachi (pictured) will be based in London, reporting to global client president and global head of business-to-business Alex Altman, and will lead the L’Oréal global media team based in Paris.

Pilavachi will be responsible for supporting the Wavemaker and GroupM L’Oréal relationship, driving digital transformation, connecting markets and sharing and scaling best practice across the 30-market relationship.

Before taking up her new role, Pilavachi was managing director, Rufus Amazon Prime Video Europe, and has also held leadership roles at Mediacom and Starcom MediaVest Group. 

Altman said: “I’m thrilled to welcome Alexia to the Wavemaker family to lead our long-standing and growing relationship with L’Oréal.

“Following our recent wins and retentions in Egypt, Middle East and North Africa, Pakistan and Thailand, it’s vital for us to expand our team to continue to support L’Oréal and their strategic and growth requirements.

“Alexia’s wealth of knowledge and expertise will be a huge asset in delivering transformative growth for L’Oréal.”