Pratt will mainly focus on expanding Circana’s position as a growth partner to retailers with strengthened retail media network partnerships and an updated service model.

She will also lead the company’s media strategies, using data, science and technology to improve advertising effectiveness.

Pratt joins Circana from 84.51, the retail data science, insights and media company and wholly owned subsidiary of Kroger, where she is senior vice-president, media, insights and loyalty, overseeing Kroger’s integrated retail media, consumer insights and loyalty marketing business. 

The appointment marks a return for Pratt, who worked at Circana’s predecessor IRI as a retail client solutions executive.

She also spent a decade at Dunnhumby, where she held various senior roles before joining IRI.

Stuart Aitken, Circana president and chief executive, said: “Cara joining underscores the immense opportunity we see for our retail and media businesses, and our commitment to delivering innovative growth and media solutions that best serve our retail partners.

“Cara brings proven innovation and expertise, and we’re excited to partner with her and our clients to improve their business outcomes.”