Waesche (pictured), now head of customer and audience activation service, was previously global industry head for media and entertainment and will be based in London.

Cornelia Reitinger has joined as director of business development. She was previously at LiveRail which was acquired by Facebook.

Lauren Coppin is director of partnerships. Prior to GfK she has worked at Oracle and Datalogix.

GfK Customer and Audience Activation service takes GfK data such as pan-European purchasing and combines it with Eyeota’s audiences to create aggregated segments allowing brands, agencies and media groups with internationally consistent data, to target their campaigns with greater precision.

Waesche said: “Our new team brings a wealth of martech experience which will help put GfK, with its long history in data, science and research, at the forefront of data activation and marketing technology.”