Hillaby (pictured) will lead marketing and brand strategy across Spark Emotions and its wider parent group, That Global View (TGV), including That Media Group, a network of digital news and culture platforms.

Spark Emotions was acquired by TGV in 2025, with the company retaining its own identity and becoming the behavioural science engine for TGV. TGV is a science-led media group founded by former Tesco marketing director Lee Harrison.

Hillaby was originally part of Spark Emotions’ founding team, but left in 2023 to become head of marketing at innovation consultancy Catalyx.

In his new role, Hillaby will focus on the growth of behavioural and emotional insight tool Spark Moments, supported by TGV’s intelligence engine Orca 24/7.

Lee Harrison, chief executive and owner of TGV, said: “Jack was instrumental in building Spark Emotions from the ground up. Having him back to lead marketing across the group is a massive win.

“He knows how to connect brands with the expertise we have here through authentic storytelling. He understands how to take human insight and put it into action, making sure our work for partners is always rooted in real human behaviour.”

The integration of Spark Emotions and TGV has also seen a restructure of the company’s leadership in recent months, with Andy Bromley promoted to managing director at Spark Emotions and chief research officer at TGV.

Bromley was previously chief operating officer at Spark Emotions following a career spanning Kantar, Verve and TNS. 
 
James Smith has joined Spark Emotions and TGV as chief operating officer, having previously led data engineering and held leadership roles at Streetbees, Amazon and Mumsnet. Smith is the architect of the Orca 24/7 data engine. 

Alex Barriff has also been appointed as commercial director at Spark Emotions and TGV, having come from a behavioural insights and enterprise technology background at Streetbees and Impact.com.