Pacific supercharges insights and strategy with two key appointments

Pacific has appointed Rebecca Alexander-Head (pictured) to the role of head of insights and strategy.

Alexander-Head began her career with a series of brand and strategy roles in both the Netherlands and UK before joining Millward Brown’s strategic insights team.

In 2013, she moved across to Diageo Australia to lead the insights and planning division working across all brand, shopper and innovation strategies including the launch of Smirnoff Double Black and Bundaberg Rum’s new premix offering. Most recently, she was GM at startup research agency PLAY during which time she helped significantly grow the team, client base and service offering.

Nicole Bence, Pacific commercial director, said: “Data and insights are fast becoming Pacific’s front line guiding our retail, commercial, audience, marketing, loyalty and product strategies. Rebecca will play a lead role in driving this as we continue to reengineer the business.

“A key part of her remit will involve embedding our new consumer insight approach and data proposition, Seventh Sense. She is experienced at driving advanced outcomes for clients and will deliver critical thinking around how we help the brands we work with unlock consumer behaviour change and drive growth.”

Alexander-Head said: “Pacific’s brands and culture of entrepreneurship attracted me to this role. It’s a once in a lifetime opportunity to be part of a transformative business as we redefine our commercial strategy and the role insights play in the industry moving forward.”

Earlier this year, Pacific launched Seventh Sense, a proprietary customer data platform that marries brand interactions, shoppers’ transactional, location and social data. The platform enables clients and agencies to plan and target with greater accuracy, activate against and measure campaign performance.

Also joining the team is Eddie Liu, who comes on board as insights manager. Liu will lead the quantitative research offering and his background includes stints at Millward Brown Sydney, Optus and most recently Virgin Media London.