Seven West Media’s Pacific Magazines has announced the appointment Rebecca Alexander-Head as its new insights and strategy chief.

Alexander-Head (pictured above) 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 its 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, Alexander-Head was the general manager of start-up research agency PLAY.

Nicole Bence, commercial director at Pacific, 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.”

Bence said a key part of Alexander-Head’s remit will involve embedding Pacific’s 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,” Bence said.

Commenting on her appointment, 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.”

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