Fitzpatrick (pictured) has served as Pureprofile’s chief product officer since 2024, and in her new role will be responsible for product innovation and technology strategy.

Before joining Pureprofile in 2020, Fitzpatrick held leadership positions at Facebook, Fairfax Digital and Rabobank.

At Facebook, she served as head of Asia-Pacific partner management, where she led technology and creative partnerships, crafted strategic initiatives and worked on expanding business growth across the region. 

At Fairfax Digital, Fitzpatrick was responsible for product strategy and delivery for The Stayz Group,  Rentahome.com.au and Takeabreak.com.au, with other roles including serving as technology director and development manager for the media division. 

The appointment follows Pureprofile’s acquisition of Australian qualitative research business Crnrstone Research from Bastion Group last year.

Martin Filz, chief executive at Pureprofile, said: “The new CPTO role plays a critical part in accelerating growth, enhancing user experience and strengthening Pureprofile’s global competitive position.

“Niamh has been with us since 2020 and we’re delighted to have someone of her calibre and experience leading our next era in data and insights innovation.”