Shams (pictured) is currently executive vice-president of sales and client services at Data Axle and joined the company eight years ago.

In her new role, Shams will define the division’s service strategy and the approaches it offers non-profit clients.

The appointment follows an external search. The company announced in March that Stephanie Ceruolo would step down as non-profit solutions president and remain as an adviser.

Michael Iaccarino, chairman and chief executive, Data Axle, said: “Niely’s long-standing dedication to serving our clients, and their respect for her will continue to fuel our vision and our growth.

“The focus on omnichannel fund-raising and donor acquisition programs that Niely brings and her intimate knowledge of the non-profit space position us to serve our clients even more effectively, in their global donor development efforts.”

Headquartered in Dallas, Data Axle offers data and business intelligence tools for enterprise, small business, non-profit and political organisations.