Kantar hires North American qual lead from IHG

Baron joins the company from InterContinental Hotels Group, where she spent 10 years, most recently as global head of loyalty for IHG Rewards Club. She has also held senior research and planning positions at Ketchum and Wachovia.

In her new role, she will be responsible for growing the company’s qualitative services, acquiring new clients and finding new business with existing clients.

Stephen DiMarco, chief digital officer at Kantar, said: “With data sets becoming more expansive and complex, our qualitative unit will be critical for bringing discourse into the process of data analysis, providing clients with a better understanding of the implications for their businesses.”

Tim Wragg, chief executive of the North America insights division at Kantar, added: “The qualitative aspect of our offering is the key to unlocking the potential of clients’ data and using it effectively to solve their problems. Kelley has the rare ability to understand both sides of that equation, which is why we are excited to welcome her to this new leadership role.”