Smith (pictured) was previously practice lead at Kantar Futures, where she spent five years working in futures, consumer and cultural insight across fast-moving consumer goods, beauty, retail, hospitality, food and beverage, and the technology sector.

At SAMY, Smith will report to chief strategy officer Alex Hill and will sit within the company’s global strategy team, and will also support new business and strategic development.

One of Smith’s first major initiatives will be the development of new metrics and methodologies to help brands understand whether their content and social strategies are creating meaningful connections and increasing long-term relevance.

SAMY operates in more than 50 markets worldwide across 23 offices, and has more than 1,000 employees.

The company has recently brought the businesses Team5pm Nordics, Team5pm Poland and Finnish social-first creative agency Kurio under the SAMY name, and Smith’s appointment follows the recent senior hire of Anabela Bonuccelli as US managing director.

Hill said: “Meredith’s 20-year career supporting iconic brands will be invaluable, particularly her expertise in anticipating change and translating emerging cultural, technological and behavioural signals into commercially powerful strategies.”