Szew (pictured), who has been with GBK since 2018, will oversee client research design and thought leadership, partnering closely with the company’s new president of client services, Ben Rogers.

As executive vice-president of research and insights, Szew helped establish GBK’s consultative approach to brand and customer strategy and she has been involved in leading marketing research work for clients including T-Mobile and Beats by Dre.

Prior to joining the company, she was senior vice-president of client services at Millward Brown.

Jon Greenwood, co-founder and chief executive, GBK Collective, said: “Rebecca is a rare talent who brings both depth and clarity to even the most complex client challenges. Her leadership, strategic thinking, and commitment to excellence have shaped how we apply better insights to drive results for our clients.”

Eric Bradlow, co-founder of GBK Collective, and vice dean of AI & analytics and chairperson of Wharton’s marketing department, said. “Rebecca brings a clear, client-centred perspective to the way we apply insights and data, ensuring our work is not only analytically sound but highly relevant to business outcomes.”

New York-based GBK Collective works with brands on their product strategy and marketing, using frameworks informed by advanced analytics and custom research.