The new role will see Üstün take the strategic lead on client accounts that originate in Belgium, the Netherlands and Luxembourg, which make up the Benelux region. She will initially be focusing on increasing YouGov’s client base and revenue in the fast-moving consumer goods, retail and financial services sectors. 

YouGov sees the region as a valuable growth area for its always-on syndicated data products. Currently, Belgium and the Netherlands have both YouGov BrandIndex, its brand tracking and perception tool, and YouGov Profiles, its flagship audience insights and targeting platform.

Üstün, who is currently YouGov Turkey’s general manager, has previously spent six years living and working in Benelux. She will continue in her role in Turkey and report into YouGov’s chief revenue officer, Frank Saez.

Commening on the newly created position, Saez said: “We have long seen the Benelux markets as an opportunity for growth and Özge’s knowledge of the countries will be invaluable to us.

“For too long, marketers, insights managers and brands in the region have been fed a diet of poor quality, slow-moving data that can only provide an out-of-date snapshot of how consumers think and act.”