At The Mix Global, Grabow will work across US and global clients, with a remit to help brands navigate complexity, identify opportunities to grow and build relevance.

Prior to joining the agency, Grabow led on global and US-centric brand and innovation projects at Diageo, working across brands including Guinness and Johnnie Walker. Before Diageo, he was senior director of innovation at Firefish.

London-headquartered The Mix combines qualitative, quantitative and cultural intelligence with commercial strategy.

Tash Walker, founder, The Mix Global, said: “Westin brings a powerful blend of strategic depth, commercial understanding and cultural intelligence. He knows how big organisations really work – and how to make insight influential within them.

“As we continue to grow our US presence, his thinking and expertise will be invaluable in helping our clients turn human understanding into confident, impactful business decisions.”