Irving (pictured) was previously at GfK for more than 11 years, most recently as vice-president – global strategic account lead for North America.

The new office comes as Walr seeks to expand its presence in North America as part of its global expansion strategy.

Lewis Reeves, founder and chief executive at Walr, commented: “Opening our doors in New York is about more than geography – it’s about building more responsive partnerships with our clients.

“Lydia’s appointment reflects this continued commitment. She’s a phenomenal addition to our team, and we’re excited to have her leading the charge as we scale in the US.”

Ben Walton, chief commercial officer at Walr, added: “The US is a key market for us – both in size and innovation. Lydia’s arrival ensures we maintain this momentum and continue investing in what matters most: our people, our partnerships and our performance.

“Our presence in New York means we can operate closer to our clients, respond quicker to their needs and build lasting relationships rooted in trust and commercial impact.”