Tomasevic was previously UK and US head of insights at Tracksuit, and has also spent more than 16-and-a-half years leading Truth Consulting, where she helped scale the consultancy and attract private equity investment.

In her new role, Tomasevic will lead Electric Twins’ insights and strategy function as the company seeks to scale its synthetic audience platform.

Electric Twin builds simulations of a customer’s target audiences to help test decisions, and is based in London.

The company is co-founded by Alex Cooper, former director of UK Covid-19 testing at 10 Downing Street, and Dr Ben Warner, former chief data adviser to the prime minister and visiting senior fellow at the London School of Economics and University College London.