Ginai (pictured) is a former chief executive at neuromarketing and neuroanalytics firm Neuro-Insight, and has also been global head of insight at GHD.

In addition, Ginai is on the steering committee at Colour of Research and the advisory boards of Women in Research and Women in Leadership. 

At Lumen, Ginai will lead the global consulting and strategic innovation arm, supporting brands and agencies in translating attention data into business outcomes.

Mike Follett, chief executive and founder at Lumen, said: “We’re delighted to welcome Shazia to the executive leadership team. Her expertise in both neuroscience, as well as leading and scaling a business brings something really powerful to the table.

“As attention is increasingly the defining metric for modern advertisers, Shazia will play a crucial role in helping our clients translate the science of what we do, into action.”   

Ginai added: “With my experience running a neuromarketing business, I’ve seen how tech is changing the way our brains process information, and Lumen is right at the forefront of helping brands make sense of that shift.

“What drew me to the business is this rare balance: real innovation in how we measure and apply attention, combined with a genuine sense of responsibility. It’s a chance to use our ‘superpowers’ – this incredible insight into human behaviour – to do good and do better for consumers and brands.”