Senior Growth Strategist Hire for Protobrand

In Boston, MA, behavioral science consultancy Protobrand has announced the hiring of Jack Gilboy as Senior Vice President, Growth Strategist and Client Lead.

Protobrand combines AI and behavioural science to deliver quant solutions for brand tracking, innovation and concept development, probing the 'symbolic, emotional and functional dimensions' of consumer motivation and behavior. Early this year it entered a close partnership with Brandtrust, another firm with roots in the applied social and behavioral sciences, and in March it launched an AI interview tool called Convo.

Gilboy brings more than twenty years' experience in marketing communications insights. He joins from Dentsu where he was EVP, Growth & Alliances, with a remit covering public relations, influencer marketing and experiential. Earlier in his career he spent eight years conducting legal and legislative research as a member of Massachusetts Bar and as Governmental Affairs Committee staff in the US Senate.

Protobrand CEO Pal Marton Afzelius comments: 'Jack believes deeply in the power of consumer insight to unlock transformational growth, which aligns perfectly with our mission. His sharp strategic thinking, business development acumen, and insights expertise make him an incredible addition to Protobrand and our clients.'

The company has locations in Boston, Toronto, Amsterdam and Stockholm and is online at www.protobrand.com .