Wheeler joins from Critical Mass, where he was group director or Marketing Science.

In his role at Leapfrog, Wheeler will lead a team of data analysts in collecting consumer insights, carrying out environmental trend analysis as well as conversion testing and optimisation and other performance-related activities.

“Scot has spent the past 20 years at the intersection of technology and marketing driving business analytics innovation in the digital marketing space,” said Matt Kelley, Leapfrog’s SVP, Consumer Journey.

“This experience will be invaluable to brands as they look to transform data into actionable insights that fuel increasingly more personal customer experiences.”