UM Australia says it is investing in its evidence-based consumer behaviour capabilities with the promotion of Maria Grivas to chief data and technology officer, effective immediately.
The promotion expands on the remit of her current role as chief digital officer, which she has held for the past six years.
Grivas will lead the transformation of data through exploration and analysis to uncover patterns, opportunities and insights to drive evidence-based decision-making solutions for clients. The role directly supports UM’s positioning focused on 'Better Science, Better Art and Better Outcomes'.
“I am delighted to be promoting Maria to this important position for our business,” UM Australia CEO Fiona Johnston says.
“As data and technology continue to frame the dynamic future of our clients’ businesses, it is critical that we stay on top of this evolution, and Maria’s global experience in this space is unique to do so. No one has all the answers on the future, and some are trying to complete this unknown with badged on tools and techniques.
"With Maria at the heart of our analytics, data and technology, it allows us to create the best joined up thinking we can for our client outcomes, with human and machine intelligence at the heart.”
Grivas adds: “I have always been strongly attracted to accelerated levels of engagement for brands and customers through the analyses of sophisticated data streams. The intelligence in these streams brings clients better insights and actions in media outcomes. I am thrilled to have the opportunity to formally lead this area for us at UM, supported by our Group resources.”
UM will not be replacing Grivas' chief digital officer role.
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