Lasa (pictured) joined the firm in 2007 as chief operating officer before becoming chief marketing officer in March this year. She previously worked in the marketing and IT departments at Toyota and FedEx’s European headquarters.

Simon McDermott, the firm’s co-founder and CEO for the last three years, said: “This is a natural next step in Attentio’s development and I am confident that Amaia will guide this exciting company to new levels of profitability, activity and growth… She brings a wealth of management and IT experience that is crucial for the current stage of Attentio with our aggressive market expansion strategy.”

McDermott has taken the role of UK country manager – which, Attentio said, reflects the country’s status as Europe’s most important market for social media analytics.

Attentio’s principal founder Per Siljubergsåsen has been given the role of chief product officer and will work closely on the firm’s patent-pending analytics technology with newly appointed chief technology officer Frizo Janssens.

Lastly, technology investor and entrepreneur William Klippgen has joined Attentio’s board of directors. He is the founder of price comparison site Kelkoo.com and an executive director of seed investment fund BAF Spectrum.