Orum was most recently senior director of consumer insights and strategy for the global nutrition group of PepsiCo, where she led research into expanding the company’s “health and wellness” portfolio which includes brands such as Quaker and Tropicana.

Prior to her year at PepsiCo, she spent 1991 to 2008 at Kraft in a variety of insight positions, leaving as senior director of consumers, insight and strategy. At Prophet she will lead the firm’s insights group.

Michael Dunn, chief executive of Prophet, said: “Jill has extensive experience with insight techniques to help solve such diverse challenges as innovation platform development, new product launches, and marketing investment allocation.”