Ney will work three days a week at Yomego while continuing with her other consultancy work and her role as visiting lecturer at the University of Strathclyde on social media and contemporary consumption.

She will oversee strategy and direction for Yomego’s clients who include Tesco and British Airways and will help drive new business for the company. She will also refine Yomego’s metrics around social engagement.

Steve Richards, MD at Yomego, said: “Her academic background will bring a great perspective to the business and her broad view of the sector will be a great asset to clients.”