Yann (pictured centre) joins founders Darren Kemp (pictured left) and Keira Braybrook (pictured right) in the senior leadership team, and previously was a director at Fiftyfive5.

Kemp and Braybrook both previously worked with Yann at Fiftyfive5 before departing to set up Instella earlier this year.

Instella is a strategic research consultancy based in Sydney, Australia, and focuses on areas such as strategy development, customer insight, product and proposition design, and performance optimisation.

Braybrook said: “Sam brings exceptional qualitative expertise, strategic thinking and genuine curiosity about people.

“She strengthens our ability to connect human understanding with commercial action.”