Shopper Media Creates Head of Data and Insights Role

In Australia, digital retail out-of-home (OOH) business Shopper Media Group has hired long-time Pacific Magazines exec Emily Sak for a newly created role, Head of Data and Insights.

Launched in 2015 and based in Sydney, the company offers shopping centres proprietary 'Smartlite' advertising panels, WiFi and virtual beacon technology, to track shopper behaviour in real-time. Last month, it partnered with research agency Roy Morgan to integrate the latter's consumer segmentation and data integration tool Helix Personas into its system.

Sak (pictured) joins after nearly thirteen years at publisher Pacific Magazines, where she worked her way up from Junior Insight Analyst to Head of Insights and Strategy. In her most recent role, she led a dedicated Insights & Strategy team and in addition to primary and secondary research was responsible for measurement reporting and analysis; new product development, creative testing and brand tracking; voice of the customer community panel management; and focus group moderation.

In her new position, Sak is tasked with helping the business develop further digital analytics capabilities. Victoria Primrose, Marketing and Insights Director, comments: 'Having recently partnered with Roy Morgan and integrated Helix Personas into our data ecosystem we have now appointed Emily to develop our data offering even further. She'll help media agencies, marketers and shopping centres understand the sophisticated data we capture so that they can effectively and efficiently engage their customers. We are delighted to now be able to offer Emily's expertise in providing innovative, data-first consumer insights and marketing solutions to our client partners around the country'.

Web site: www.shoppermedia.com.au .